Test and Learn is an integral part of TBG London’s Direct Response offering. After all, we are a results driven agency so understanding what aspects of our creative and media deliver the best response ensures we’re able to optimise and maximise the success of our client’s campaigns.
The Test and Learn process allows us to establish key learnings based on media or creative variations which can then be transferred to future campaigns. The principle of the process is to test the effect individual variants of a campaign have on response rates.
So what exactly can we test?
Variations can include anything from media placements to creative formats and messaging, to landing pages - the possibilities really are endless. A few examples are:
Creative
* colour
* copy
* call to action (eg. “click here” or “apply now”)
* interactivity (making elements ‘clickable’)
* refreshing creative after frequency cap is applied
* placement of logo / call to action / image within ad unit
* email creative and subject line
Media
* ad unit
* media placement
* targeting opportunities
Landing Page
* image placement
* copy
Like any scientific experiment, each test involves a control which provides us with an unchanged constant allowing for direct comparison and fair assessment over the course of the test. To ensure fairness and neutrality, TBG only change and test one variable at a time, keeping other variables static.
Data is then fed into a Test and Learn matrix which analyses the variables that produce higher conversions. Campaigns are then optimised accordingly.
Test and Learn is so important to TBG that we’ve developed our own technology, TBG Analytics, which monitors and tracks different versions of ads in real-time, allowing us to identify best performing content. A variety of creative elements such as format, design and messaging can all be monitored and manipulated to maximise conversions. Since our technology has been built in-house, it does not use ad-servers or any third party tools.
Test and Learn is an ongoing process at TBG. We’re constantly looking for new and improved ways to deliver superior results and have built this process into many of our client’s campaigns. For example, TBG recommended the use of a test and learn matrix to American Express across several of their credit card campaigns. A range of variables such ad size, email subject line, creative design and day/time of week targeting were all tested. As a result of this process, TBG ascertained the highest performing variants and were able to make adjustments to the campaign immediately to guarantee the best results. Learnings from this process were also applied to future campaigns.
Loading ...
Subscribe to RSS
