I’ve been using AdDuplex to promote Car Dash for awhile now. I’ve always been pleased with my results from AdDuplex campaigns but today I wanted to see if I can improve my conversions with some A/B testing. I’m going to setup the A/B testing today and come back with the results in a few weeks.
First off, if you’re an app developer who’s new to marketing concepts you might not be familiar with A/B testing. From Wikipedia:
In marketing and business intelligence, A/B testing is jargon for a randomized experiment with two variants, A and B, which are the control and treatment in the controlled experiment. It is a form of statistical hypothesis testing with two variants leading to the technical term, Two-sample hypothesis testing, used in the field of statistics. Other terms used for this method include bucket tests and split testing but these terms have a wider applicability to more than two variants. In online settings, such as web design (especially user experience design), the goal is to identify changes to web pages that increase or maximize an outcome of interest (e.g., click-through rate for a banner advertisement).
So we can apply A/B testing to AdDuplex banners by creating two banner options, and letting them both run in a campaign. AdDuplex will track the results and click through rate of each ad banner option. After a few weeks we can see which of the two banners seemed more effective. If there is a clear winner then we can abandon the less effective ad banner and then create a new one and start the A/B testing again. Going through several rounds of this process can result in a much more effective ad campaign and more users.
To get started we need to create a campaign. AdDuplex doesn’t support split testing ad banners when cross promoting your app so you’ll need to create a paid campaign and allocate a small budget. A campaign can be started by logging in to your AdDuplex dashboard and clicking ‘New Campaign.’ The steps from there are easy to follow. (Don’t have an AdDuplex account yet, reach out to me on twitter before creating it for a special promotion code).
Once you have your campaign and a single ad associated with it you want to create a second ad. I’ve decided that I want to see whether my text & image ad, or text only ad is more effective. I’ve always thought a nice image banner would be more successful, but I wanted to verify it with some statistics.
If you know your second ad will be similar to the first you can create a template of your first ad and then make your modification. To do this click on “Make this ad a template” when looking at the details page of your first ad in your campaign.
Once you’ve made your template you can click on the ‘New Ad’ link on the side of the same page. You can then press another button to ‘Load from template’ choose the name of the template you created in the last step. From here you should be able to make some changes to the second ad and start your campaign.
Once you’ve saved your new ad your campaign should be ready to go with some A/B testing now enabled. I’m going to check back after a few days to see which of my ads is performing better.