Let’s examine two schemes for testing combinations of landing pages, offers, and creatives, along with methods for calculating the minimum budget and key metrics to analyze results.
Testing Scheme 1
In this scheme, all test pre-landings with order forms are uploaded to the tracker or hosting for each offer. A number of creatives are made for testing. Advertising campaigns are launched for each offer, and the best-performing combination is selected: Offer — Pre-Landing — Creative. After that, the best combinations are launched, and the most effective one is selected.
If the Pre-Landing + Landing scheme is used, an additional variable is introduced, but the principle remains the same.
Testing Scheme 2
In the second scheme, the best combination of “Pre-Landing — Creative” is found first, and only then Offers are added to this chain. After that, the best combination “Offer — Pre-Landing — Creative” is determined.
When using the Pre-Landing + Landing scheme, one more variable is added, but the principle remains the same.
Budget for Testing
To calculate the minimum budget required for testing, three main models are used:
- Model 1. Allocate a budget equal to 3 conversion costs. For example, if your target CPA is $18, then 18 * 3 = $54 is allocated per test.
- Model 2. This model factors in the number of Pre-Landing/Landing pages and creatives, and is based on EPL (Earnings Per Lead).
Budget = EPL * number of Pre-Landing/Landing * number of creatives
Example:
Offer payout is $20, average approval rate is 25%, 4 Pre-Landing/Landing pages and 5 creatives.
EPL = 20 * 0.25 = $5
Budget = 5 * 4 * 5 = $100
- Model 3. This model calculates the budget based on CPC (Cost Per Click). On average, 150–200 clicks are driven to each Pre-Landing/Landing. If CPC = $0.05, then you spend $7.5–$10 per page.
Result Analysis
To analyze results, compare the key metrics:
- For Pre-Landing/Landing — use CR (Conversion Rate)
- For the entire chain “Landing — Creative” — use ROI (Return on Investment) and EPC (Earnings Per Click)
To simplify the analysis, it’s easier to build a report in your tracker using standard UTM tags. The report should be based on parameters like Landing and Ad ID (if each ad has a unique creative). For better readability, include the creative name in the Ad Name and filter reports by that parameter.
The final report will help clearly identify the most effective “Pre-Landing — Creative” combinations.
From this example, it’s clear that the Landing1 — Creative1 combination performs best. Even though its CR is among the lowest, both EPC and ROI are higher than the others. Therefore, when comparing funnel combinations, EPC and ROI should be the primary metrics, with CR considered only after that.
