A client sent me this question:

What do you do in a situation where one ad is getting more opt-ins and others getting more purchases, how do we decide what ads to continue and which ones to stop?

I’m not convinced images always have that much of an effect on the sale. The role of the image is to capture attention and get people to stop what they are doing to focus on your ad. And the best way to measure that is — how many people click on the ad? Sales are better measured on the sales page. The ad that gets the most people to click creates the most opportunities to reach the sales page. However, there are two elements at this stage that would make a sales difference.

My theory is the sales will eventually even out between the ads. The way to find out would be to let it run and get a larger sample size (at least 50 per ad).

The two things in this type of campaign that would have the highest direct impact sales would be:

  • Copy – It pre-frames the subsequent steps, like opt-in and sales page.
  • Audiences

So if there was a case where one audience, for example, was performing worse in opt-ins and far better in sales, we would likely run with that. But, even then we would need a large enough sample size to make a call.

Here are your options:

  1. Continue running and collecting data on the current test
  2. Move on to another test and re-test the runner up after you’ve been able to scale your budget

I do a lot of testing with my clients. If you are interested in working with me, join the waitlist here: http://lond.us/19vuyu/

Ramon Abreu
Ramon Abreu

Ramon works to increase the sales and profits of businesses around the world and specializes in developing high converting sales funnels. If you want help increasing conversion rates and growing your business, client spots open up form time-to-time. Click here to join the notification list: http://lond.us/19vuyu/