A / B Testing of Landing Pages to Improve Offline Conversions
Doing a bit of research on the relationship between Online and Offline Marketing, I found a great article on the official Google Website Optimizer blog about how you can measure A / B testing results for offline conversions.
The article is a bit old (from 2009), but the info is still very relevant and useful, you can see the original article here: Landing Page Testing with Offline Conversions
When conversions happen offline things get a little trickier
Due to the nature of the market or the public with which we are working, it is very possible that the majority of the conversions that we obtain occur through some offline means.
Failure to measure the conversions that occur offline thanks to our Marketing efforts can make our campaign seem like a failure when in fact it is a resounding success.
I myself confess guilty of preferring to call by phone rather than complete a web form, not only because of the «urban legend» that nobody ever answers you (it happened to me a thousand times), but because to hire certain services or buy certain products I prefer to listen the voice of a real person and know who is on the other side.
When all your conversions happen Online they are very easy to measure and we can optimize with laser precision, however when the conversions happen offline things get a little trickier.
Why do A / B Testing for Offline Conversions?
For exactly the same reason that we perform A / B Testing for online conversions, to get the most out of our investment.
If it were legal I would marry this idea! How do I put it into practice ?!
1) The test begins like any other A / B Testing, creating alternative versions of the landing page according to the results of the analysis of the elements that could be improved to our current landing page.
This was the test they did in the test of the article that I mentioned above.
2) We assign different phone numbers to each landing page, there are tools like Clickpath They take this one step further and allow dynamic insertion of phone numbers to even track conversions at the keyword and ad level.
3) We use Google Website Optimizer to set up the A / B experiment, in this way we make sure that recurring visitors always see the same phone number they saw the first time they visited the landing.
4) If you do not use a tool to count the calls, do not forget to count the number of calls received by each of the lines that were used for the experiment!
5) Wait to collect enough data to reach a conclusive result.
To analyze!
Analyzing the data obtained through this type of test is nothing from another world, nor is it something you have not seen before.
Suppose we obtain the data in the following way:
In this way we can determine that version 2 of the landing page really has a positive effect on the volume of phone calls received by the company.
The key is simply to assign different phone numbers to each landing and make sure we use a good A / B Testing tool so that recurring users see the same phone number they saw on their first visit again.
