lead generation

Facebook Kapow Split Test & How You Know It’s Done

Webdirexion Testing Kapow Campaign

Kapow: How split testing + Facebook audience engagement pays off — before your ad campaign (and after).

We do a lot of split testing at Webdirexion because it causes our content to perform better for clients and our agency itself.  Too many content marketers and web designers think they are done after their “first guess” at compelling copy and design.  Not so.  Better engagement of qualified prospects means more sales, so why would you not test for this?

In this post I’ll tell you about a Facebook pre-test “Kapow” tactic that helps you get your content optimized better results before a higher advertising spend.  Then I’ll answer the oft-asked question… how do you know when you have enough of a test sample so that your results are valid?  Quick tip — the wider the percentage of conversion results, the sooner you can end the test; see below.

Facebook Pre-Test Kapow Tactic:  We call this the Facebook Kapow, because for a relatively low cost, you can optimize your content to really pay off for you in terms of ROI.  And, yes — that’s for B2B marketing as well as B2C marketing because Facebook, like Google’s Adwords, has developed demographic targeting. Here are the steps we recommend:

  • Set up an A/B copy and/or image test for 3-5 blog posts.  Each post should be informative, but also ask for a conversion (ie. the posts we are testing offer a free eBook in exchange for an email)
  • Boost the posts to a smartly targeted audience on Facebook for about $30 – $50 each.
  • Run these boosted posts until you learn two things:  the winning version for each post, and which was more impactful on Facebook.  You look for engagement to determine “impact”:
    Facebook Impact posts

    Above, if one post causes significantly more engagement, it becomes a good candidate for further advertisement.

  • Once you have reached enough people on FB (shoot for around 1,000), determine the top 1-2 posts in terms of engagement.
  • At the same time — test a headline, lede, and/or a graphic on those posts for which version causes more people to engage AFTER they reach the post itself.  You are now testing for two key conversion results — engagement (“impact”) on Facebook, then reads on the post itself (those that continue to read your entire post instead of bouncing away).  This is heart of the “Kapow” factor.
  • After you get this far, you can have a great confidence in the top performing post(s) for further advertising, with the side benefit of having tested to optimize readership of the 3-5 posts on which you did a split test.   Do a larger campaign on Google Adwords.

Write 3-5 helpful posts, relating to your business, that are informative and also ask for a conversion.  Remember not to make them “corporate” or too “salesy”.  Just help people.  Do a split test for each post to find the best performing Headline, Lede, and/or graphic for “readership”.  Test each for best impact on Facebook.  Pick both the Facebook winner(s) and the split test winning version, and expand your advertising for the optimized post version.  Still another side benefit of this approach is that your editing team better understands what business related stories your readers want to read.  Kapow.

How do you know when you have enough tests in the bag to declare a winner?  Good question.  I confess — even though I took a statistics course in college, the math is something I’d like to avoid.  Fortunately there are some helpful split testing calculators online.  First, we’ll look at an example post test result using “Divi” the WordPress platform that has built in split testing, then a calculation of how close we are to determining a winner:

Webdirexion subhead split test

So far, our subhead/lede split test is showing one version with 67% stronger results — but is the test over?

Version B looks like a winner, but we need to be statistically satisfied before we end the test.  Here’s what one online split test calculator has to say about this (try it yourself at Conversioner.com):

Conversioner Split Test Calculator

Conversioner calculator shows 85% confidence version B will win.  Note that if you had a higher conversion rate, say 180%, you could end your test earlier.

Hmmm 85% is good?  Well, yes, but not enough to yet be valid, according the art and science of statistics.  We all know how “exit polls” and other research can be proven wrong, so the higher you can get toward 100% (most conversion scientists recommend at least 95% certainty) the better your results will prove to be.

I can just hear the CFO/accountant asking, so how many more do we need for this test, and what will that cost?  There’s another calculation site by “Dr. Pete” that performs a similar analysis, then specifies the “number of additional visitors” required.  In our case this comes out to 698 additional visitors.  So the answer to the CFO’s question is usually around 1000 total visitors, and the initial cost on Facebook between $30 – $40.  Not a bad ad spend cost to get your content optimized for conversions, right?

Kapow Tactic Campaign:  Wedirexion will be pleased to serve you with a turn-key 5-post Facebook Kapow test and Facebook ad campaign — contact us today (and yes… we are testing this post too… to improve how many visitors read down to this offer  🙂 ).

WordPress Sites with Built-in Split Testing

We’re WordPress specialists and also literally wrote a book on CRO — Conversion Rate Optimization — so we were very pleased when a market leading theme developer upped their game and added A/B testing for over 30 modules (like slideshows, tabbed boxes, images, and text components) that are also part of the theme.

Split Testing with Divi

Split testing = more leads and customers.

It’s called Divi from Elegant Themes, and aside from the fact it makes layout go much faster with modular components, now with split testing (we sometimes call this “A/B” testing since it is common to test two variations of landing pages, but with this tool you can actually test several more variations) we like it so much we have been using it on all our recent projects including the new Old Town Portland site, The brand new design for Croc’s Casino Resort, and for ProtoCall Services (design by Smith Creative Group) — one of our healthcare clients.  This is cutting edge for smart content strategy. (more…)

Digital Marketing Strategy & Conversions

At Webdirexion LLC, our team uses a marketing model known as “R.A.C.E.” (Reach, Act, Convert, Engage) to organize strategic thinking, the tactics that flow from it, and measurements to meet and exceed goals.  And, we’ve just published a book on one important focus area in the R.A.C.E. marketing cycle — Conversions (you can get “The Marketer’s Concise Guide to C.R.O.” on Amazon, paperback or kindle).   This is a key digital marketing strategy.  C.R.O (Conversion Rate Optimization) revolves in large part around testing, so we wanted to present you with some thoughts and research on same (click to enlarge):

Webdirexion-RACE-CRO-Testing infographic for Digital Marketing Strategy

SEO Without CRO is a Plane Without an Engine

Are you practicing SEO... without the "engines" of CRO?

Are you practicing SEO… without the “engines” of CRO?

What is it that you want to achieve with your company website? Is the end goal the sheer glory of seeing your web appear high in the search engine pages for random keyword phrases? Or perhaps the c-suite execs push for numbers – the more people that arrive at the site each month, the better?

Of course not.

Search engine rankings and number of visitors are meaningless unless they convert into leads or clients. Even if the only goal of the website is to provide information,  it is still desirable that the visitors that land on the site have an interest in the topic and their path through the site to find the information they seek should be productive.

The point of the website is  to have visitors interact with it in one or more of  any number of pre-determined conversion goals. SEO gets the visitors to the site but CRO gets them to interact with it and hit those conversion goals. (more…)

Increasing Your eMail Conversion Rates

Smart email marketing at Webdirexion

Smart eMail marketing campaigns still rock… and A/B testing improves results.

Everyone is looking for ways to keep their prospects engaged and move them closer to a sale. One way is creating an email campaign, for inquiring minds that want to know! A/B Testing and Conversion Rate Optimizing your emails that are sent out to your prospects go hand in hand to increase your conversion rates. .

How do you know if your email is grabbing your prospects attention? A/B testing is best way to go, and guess who offers an easy solution? (more…)