I’m running a test, and here’s what I’m doing…
The Variations
I’m promoting a subscription to daily video alerts, and I created three different variations based on optimizationThe Performance Goal is chosen within the ad set and determines optimization and delivery. How you optimize impacts who sees your ad. Meta will show your ad to people most likely to perform your desired action. More:
- Website Conversion (Standard): Complete Registration
- Website Conversion (Custom): Video Watched on Confirmation Page
- Instant Form: Lead
The first two versions send people to a website landing page to complete my form. I was curious whether I could get higher quality leads if I optimized for an action that happens immediately after the form submission.
So, one variation optimizes for the Complete Registration standard event. For both the first and second options, the confirmation page features a video that I push people to watch for more info.
This is an embedded YouTube video, so I’m able to create a custom event in Google Tag Manager based on when it’s played. In theory, those who watch the video may be more likely to be a higher-quality subscriber. It will undoubtedly cost more to get that action, but it may generate just as many registrations.
The third version is optimized for leads using an instant form. This will be the easiest way to generate leads and could conceivably bring in the most registrations.
Tags or Quality Engagement Monitoring
I’m adding a tag (in Infusionsoft for the first two and Zapier for the instant form) based on where people subscribed so that I can measure their activity later. I want to see which variation generates the most quality subscriptions.
What does a quality subscription look like? I’m less concerned about purchases because those can happen months or more in the future. I’m most concerned about whether these people open emails and click links. I’ve found this to be an important indicator. If you don’t click these emails, you’re a low-quality subscriber.
More to Come!
If I get any substantive results, I’ll let you know what happens. Like any test, we’ll see!
This is the kind of stuff I experiment with. Be curious and creative. This is one of those questions that I’ve been asking myself for a while, but I wanted to prove it one way or another. Maybe it will give you some ideas.
