AB Testing
The Challenge
Boost click-through and
conversion rates for ebooks
via LinkedIn paid media
Historically, our paid media looked something like this and included:
1) logo
2) internal product name
3) headline
4) sub-head (occasionally)
5) graphic mockup
6) ebook tag
7) CTA
My hypothesis was to boost click-through and conversion rates by removing unnecessary information and experimenting with graphic and typographical elements through AB testing to find which voice best resonates with our audience.
The data shows the physical book outperforming all other ads, with more leads and cheaper costs per lead
My analysis is that the busy clinician or clinic operations manager responds positively to materials that respect their time, and reflect their desire for knowledge and crucial industry information on the go.
The tone of the book mockup and serif CTA is more academic and approachable, while digital mockups and button CTAs can often come across as cold and impersonal.
