01 Oct 08 Landing Page Optimization: Independent CTA Tracking
Usually, when running A/B tests, you simply track the overall conversion rate. Then you test independent elements using multiple versions. At the end you use the element resulting in the highest conversion rate.
Regardless of how you run your tests it is important to get data on each CTA. This can save a good deal of time/money and lead to some interesting conclusions.
Example:
You are running A/B tests on a landing page with 4 call-to-actions. The element in your test is in close proximity to one of your CTAs. Under normal circumstances you may need to drive…say 10,000 visitors before making your conclusion on aggregate data. But, if you segment the conversion data to each CTA you may only need 5,000 visitors to make a conclusion based on the more refined data.
This would allow you to run more tests, faster, on a lower budget…and if you can’t draw an early conclusion you still have aggregate data to fall back on.
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