For marketers, there are several ways to design and implement ads on Facebook. With so many different ad formats, target groups, designs, and tools, the question arises of how an ad can be designed to get as many clicks as possible and higher conversion rates. A / B testing can be a useful method to better evaluate the effectiveness of various design options and ultimately make the right design decisions.
Table of Contents
- 1 What is A / B testing?
- 2 A / B test of the Facebook ad image
- 3 Optimization of Facebook screen text with the help of A / B tests
- 4 Optimize landing pages with A / B testing
- 5 Other factors that can be optimized with A / B testing
- 6 Result
Table of Contents
What is A / B testing?
A / B testing, for example, is a method used by many marketers to optimize their campaigns, ads, and landing pages. For this purpose, two variants of an ad or landing page are created that usually differ only in a particular item. This element can be an image, a text, a CTA, but also a different ad channel or another ad format.
Then both variables are played to an equal number of users to see which version is more successful. Once this variant has been tested on a critical user base, the more successful version is implemented.
Using A / B testing can have many advantages for companies. A / B tests are relatively easy to perform and allow direct comparison of the two items based on the data collected. Findings from A / B tests can also be easily evaluated and applied in concrete actions.
Please note this
However, it is important to note that A / B tests must be used at the right time to be effective. Before marketers resort to A / B testing as an optimization method, they should always make sure that all available best practices are followed. For example, have all the leading links removed from the landing page to be tested, and is the text clear and easy to review?
Such simple improvements should always be made before investing time and resources in an A / B test. Also, no A / B test should be performed, the possible outcome of which can be determined with little research. An example of this is testing a page with trust indicators such as trust marks against a page that does not contain them.
Also, it makes sense to have a specific problem and therefore a specific goal before performing an A / B test. This ensures that the variation being tested makes sense and works for a tangible improvement.
Facebook’s A / B texts
One particular problem with a Facebook campaign could be, for example, a low conversion rate on the landing page, very few clicks on the ad, or a high bounce rate. Also, Facebook ads can be classified as low-quality ads, which means they are shown to fewer users for the same budget. A number of different A / B tests can be done to fix these issues and make the Facebook campaign more effective. A / B tests have been made possible by Facebook with divided budgets.
“When you decide which variable to test, we divide your budget so that every version of your ad design, target audience, or placement is displayed equally and randomly. The performance of individual strategies is then measured in A / B testing. This is done on a cost-per-result basis or a cost-per-conversion increase with an extension test. “- Facebook
A / B test of the Facebook ad image
Regarding the visual used, many different A / B tests can be performed within Facebook Ads. The first question that arises is whether the image is the best medium for display. Gifs and videos can also be used for ads on Facebook. Therefore, an A / B test is recommended to see if these environments are perhaps more effective.
However, if it is determined that an image should be used for a Facebook ad, the image itself can be optimized in various ways with A / B tests. On the one hand, it is possible to test two completely different images to see which of the two images should have the most users click the ad. For example, one ad could be placed with a graphic and another with a photo. Or both ads contain photos, but they represent fundamentally different things.
However, it is also possible to use two similar images that differ only in individual details, such as coloring or aligning image elements. In some cases, such details can have a huge impact on how the ad is perceived by users and what brand image is achieved with the ad.
Use of image texts
Another design option for the ad image is the text on it. It is possible to add a text overlay to an image. A / B tests can then be used to determine whether the image with or without text causes more clicks, or which of the two different overlay text has a better effect on the user. However, you must follow Facebook’s best practices and advertising guidelines. Ads with too much image text will be classified by Facebook as low-quality ads. As a result, these ads are at a disadvantage and therefore get less reach than ads with less text for the same budget. It is also possible to exclude ads entirely due to too much text.
Optimization of Facebook screen text with the help of A / B tests
There are also many optimization options for ad text on Facebook, which can be determined with the help of A / B tests. An important factor is the length of the text. Text with 111 characters and one or two hashtags is recommended for Facebook. However, this value may vary depending on the industry, product type, and target group, so other text lengths may be worth trying.
The specific content of the text of a Facebook ad is also particularly important. There are many options here. The product can be briefly explained, the various advantages of the product can be listed, or just one strong advantage can be discussed in more detail. Which of these and other options is most effective depends on the product and target group. Therefore, the two possibilities for which the target group is most likely to respond positively should be carefully considered so that only these two variants are tested against each other.
Besides the content, it is of course possible to change only certain formulations or the tone of the address. In this way, it can be revealed how a target group wishes to be dealt with formally and which word choice represents the phrase in the most convincing way.
Using emoji in Facebook ads
Emojis are also a design option and can be integrated as part of the ad text. Emojis accentuate the text and make it look looser. However, they may seem too fun and inappropriate for certain products. That’s exactly why it makes sense to run an A / B test to better evaluate the impact on users.
You cannot formulate your own call-to-action button on Facebook. However, it is possible to add a call to action that can be selected from a list. Various options can be tested with the help of A / B tests. Especially when it comes to two very different CTAs.
Optimize landing pages with A / B testing
It’s not just the advertisement itself that is critical to the success of a campaign. The associated landing page should also be optimized so that as many users who click on an ad as possible take the desired action on the landing page. It should be noted that the Facebook ad should always be directed to a landing page and never to a home page, otherwise users will be distracted and will not take the desired action.
One of the first things a user will notice when visiting the landing page is the title. If this is not convincing anyway and grabs the user’s attention, the user will not read the rest of the landing page either. So it makes sense to try different titles to see which one has the greatest impact on users.
In addition to the headline, you can try different texts, text lengths, media objects, and CTAs on landing pages, as well as on the ads themselves. CTA buttons in particular are even more variable than advertised, as your own CTAs can be formulated on the landing page.
Also, the layout and design of a landing page can be adapted. The text of only one CTA button cannot affect whether users can click it or not. The button’s position on the page can also mean that users use it more or less often. The position, layout, and color design of other page elements such as trust indicators, forms, and banners also change the appearance of the landing page and thus can affect the user experience. For an optimized landing page, it is therefore recommended to experiment with the layout and design.
Test landing page forms
Many landing pages whose purpose is to generate leads contain forms in which users must enter their data. With these types of forms, there are many design options that can be tested with A / B tests, such as color design, ordering of questions, expression, or positioning on the page.
A particularly important test may be the number of questions and therefore the length of the form. Generally, a longer form is expected to be completely filled out and fewer users to submit. However, it may be interesting to see how much the difference is between the completion rate of a longer form compared to a shorter one. If the difference is small, the longer format can be beneficial as it gives the company more information about users. An A / B test can be used to determine which form design is most effective.
Other factors that can be optimized with A / B testing
Another factor that can be optimized with A / B testing is the ad’s target audience. For example, it can be tested whether an interest-based target group or a specific audience responds better to the ad. If it is clear what type of targeting should be used, more detailed testing can be done. In the case of interest-based target groups, for example, different interest groups can be tested against each other.
Also, different ad channels and ad formats can affect the success of the campaign. In addition to ads on Facebook itself, ads can be placed on Facebook Messenger and Instagram via Facebook. There are also different formats and placement options across different channels, such as feed ads and story ads that can be tested.
There are many options for optimizing a campaign with the help of A / B tests on Facebook. Relevant tests are also based on the goals of the company’s campaign. However, in order to be successful in A / B testing, it is very important that testing is only done after ads and landing pages have been optimized according to already known criteria. Facebook guidelines also provide an initial approach to optimization for this purpose. In addition, before testing is carried out, it should always be clear which goal is being pursued with optimization and exactly what will be achieved with a change.
Used effectively, A / B tests can quickly provide useful information about which design elements of a campaign are most effective. In this way, Facebook Ads can be continuously optimized and possible waste can be minimized.