Test, test, test. Experiment with word order, word choice, images and others to drive the most conversions, regardless of what your purchase funnel may look like. Recently, we launched a live test to see which “HERO” creative and content from our latest campaign stood out and drove the most recall and lift. Leveraging the power of Adobe Target for onsite personalization and A/B experimentation, we split audiences into a 50/50 control and experimental group. We were then able to recruit the populations by automatically creating two audience groups: 50% of unique visitors saw one advertising spot and the other 50% saw the other advertising spot. From there, the software quantified and qualified the outcomes of the creative exposure to each audience in real time.
Read my full article on Forbes.