Testing Symmetry of headlines
I just read the blog post on the importance of symmetry. In email marketing, we have always explained to our clients the importance of the landing page and the email message having a similar look and feel. If not, the experience can be jarring or confusing to the customer. They may wonder if they made it to the right place, which can make them unsure or less trusting of the page they landed on, for example.
The article, of course, talks about symmetry much more specifically than just look and feel. It tested the importance of the headline of the ad matching the headline on the landing page. I would like to run a similar headline test on a Facebook ad campaign we are about to start for our client. There will be many versions of these Facebook ads, so I want to make sure I am setting up the test correctly.
1. There will be one landing page.
2. I will pass a parameter like ?version=1 in the URL for each unique headline on Facebook.
3. On the landing page, I will create a variation to match each Facebook headline and use Exact Match for each with the appropriate parameter. 50% of visitors to the site from the ads will see the default and the other 50% will see the variation.
Am I setting this up correctly? This should test each headline against the default to test the importance of symmetry. It should also help determine which ad with which headline has the winning combination, right?
You're definitely on the right track. There are actually two ways to do this, one requires some coding but is more streamlined, the other is very simple but requires multiple experiments.
2. You set up a different experiment for each version, and use Audience targeting to look at the version parameter. This will require one experiment for each version, but you'll be able to see each version's conversion lift separately.
Which one sounds better to you?
Please let us know what you end up deciding to do with the test.