What’s the best way to test Landing Pages?
Only ever test by Routing AFTER the Click
If you are ever going to test the landing page, you can never do it without routing your traffic after the click. It is an extremely bad idea to set up individual ads to go to separate landing pages to see what landing page does the best.
Here are a few reasons why:
First, we cannot expect any new ad to perform the same as an old ad even if the ad is identical. Because each ad has a life cycle and that life cycle creates a curated audience for that specific post ID.
Second, if we run an identical version of the ad to a new landing page, we are also creating an overlap in the auction of identical Creatives of different estimated action rates. This means the new ad will not have a clean read of the data at all to begin with.
Third, if the new ad was to actually do better, we don’t know if it’s the landing page or the machine learning. Also, if it does do better, does that mean that we now have to make new ads for every other ad that's running, just recreate them and send to the new landing page? That’s extremely unrealistic, not scalable, and highly volatile.
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