A/B TEST retargeting AD campaign

To kick off this project, my team at LaFleur Marketing and I were asked to develop a retargeting ad campaign that utilized A/B testing. The company was promoting a newly launched rebranded website, so we decided to take advantage of the influx in traffic by targeting users who visited the new site.

SOLUTIONS PAGE RETARGETING ADS

The first A/B test group I designed targeted users who visited the new website’s homepage. My team and I decided the best click-through for this set was the site’s Solutions page. The Solutions page provides information about the services LaFleur Marketing offers, moving the user through the sales pipeline past awareness and into consideration. The A/B testing focus of this set asked whether speaking directly to the user’s pain points would resonate better than only speaking to LaFleur’s strengths.

PROJECTS PAGE RETARGETING ADS

The second ad set targeted users who visited LaFleur Marketing’s Solutions page and clicked through to the site’s new Projects page. Knowing that the user already had exposure to LaFleur Marketing’s services, my team and I determined that the Projects page would be the most effective click-through for this set. The Projects page builds upon information from the Solutions page showing how LaFleur Marketing’s services have brought value to its clients. This increases LaFleur Marketing’s credibility by offering evidence of success and strengthens the user’s consideration of conversion. The focus of the A/B test for this set examined whether speaking to loss aversion would increase engagement. One version of the ads emphasized LaFleur Marketing’s strengths in driving results, while the other asked the user to consider the strength of their current marketing efforts.