Hey Ben, great post! Very interesting yet tough problem space.
Would be curious to know what type of validation data looks convincing to you coming out of a landing page smoke test. What kinds of metrics to you zoom in on and do you have a general rule of thumb or threshold (e.g. 5% ad CTR, 10% email sign-up rate etc)? Thanks! Moses
Hey Moses - thanks for stopping by. Quantitative data is tough at the earliest stages, so I'm mostly looking for directional signals. If I'm testing a few ads and/or landing pages, I can use comparative data versus specific benchmarks.
So it may be less about hitting an X% CTR and more about comparing A and B.
Conversion tends to vary depending on what you're doing, and B2B or B2C.
CTRs are usually pretty low -- 2% is good. Higher is really good. Again, this is for a very basic, scrappy test. We know people may go and Google search an ad (and find very little) which discourages them.
Conversion on landing page -- 10%+ is solid. But again, we're looking for directional data versus hitting specific benchmarks at this point or getting statistically significant information.
Hey Ben, great post! Very interesting yet tough problem space.
Would be curious to know what type of validation data looks convincing to you coming out of a landing page smoke test. What kinds of metrics to you zoom in on and do you have a general rule of thumb or threshold (e.g. 5% ad CTR, 10% email sign-up rate etc)? Thanks! Moses
Hey Moses - thanks for stopping by. Quantitative data is tough at the earliest stages, so I'm mostly looking for directional signals. If I'm testing a few ads and/or landing pages, I can use comparative data versus specific benchmarks.
So it may be less about hitting an X% CTR and more about comparing A and B.
Conversion tends to vary depending on what you're doing, and B2B or B2C.
CTRs are usually pretty low -- 2% is good. Higher is really good. Again, this is for a very basic, scrappy test. We know people may go and Google search an ad (and find very little) which discourages them.
Conversion on landing page -- 10%+ is solid. But again, we're looking for directional data versus hitting specific benchmarks at this point or getting statistically significant information.
Thanks Ben!