How do you test and optimize your video ad landing pages?

1 Set your goals and metrics

Before you begin testing and optimizing your landing pages, you need to define your goals and metrics. What are you aiming to accomplish with your video ads and landing pages? What actions do you want visitors to take after watching the video? How will you measure success and compare different versions of your landing pages? Some common goals and metrics for video ad landing pages are click-through rate (CTR), conversion rate (CR), cost per conversion (CPC), and return on ad spend (ROAS). CTR is the percentage of visitors who click on your video ad and land on your landing page. CR is the percentage of visitors who complete a desired action on your landing page. CPC is the average amount of money spent on a video ad campaign divided by the number of conversions generated from the landing page. ROAS is the ratio of revenue generated from landing page conversions to the amount spent on a video ad campaign.

2 Create different landing page variations

Once you have your goals and metrics, you can create different landing page variations to test and optimize. You can use a landing page builder tool or a web design software to create and edit your landing pages quickly and easily. Additionally, you can use a video hosting platform or a video editing software to create and upload your video ads. It is recommended to create at least two landing page variations for each video ad campaign, and alter one element at a time to isolate the impact of each change. Elements that can be tested and optimized include: the headline, subheadline, video, copy, images, call to action (CTA), form, and testimonials. The headline should capture visitors' attention and summarize the offer; the subheadline should support the headline by providing more details or benefits; the video should be of high quality and the appropriate length; the copy should explain the offer, address pain points, and build trust; images should complement the video and copy; CTA should tell visitors what to do next; form should collect visitors' information; and testimonials should show how your product or service has helped other customers or clients.

3 Run A/B tests or multivariate tests

After you have created your landing page variations, you need to run A/B tests or multivariate tests to compare them and see which ones perform better. A/B tests are experiments where you split your traffic evenly between two landing page variations, and measure the difference in your metrics. Multivariate tests are experiments where you test multiple elements and combinations of elements at the same time, and measure the interaction effects of each element. You can use a testing tool or a platform like Google Optimize or Optimizely to run your tests and analyze your results. You should run your tests for a sufficient amount of time and traffic to ensure statistical significance and reliability. You should also avoid making any changes to your landing pages or video ads during the testing period, as this can affect your results.

4 Analyze your results and implement changes

Once you have run your tests, you need to analyze your results and implement changes. You should look at your metrics and see which landing page variations have the highest CTR, CR, CPC, and ROAS. You should also look at other data sources, such as heatmaps, scroll maps, session recordings, and user feedback, to understand how your visitors behave and interact with your landing pages. You should then choose the winning landing page variation for each video ad campaign, and apply it to your live website. You should also document your findings and learnings, and use them to inform your future tests and optimizations.

5 Repeat the process and keep improving

Testing and optimizing your video ad landing pages is not a one-time event, but an ongoing process that requires constant monitoring and attention. To improve your landing page performance, consider testing new elements and variations and following best practices, such as aligning the video ad and landing page message, using clear and concise headlines, high-quality videos that capture attention, strong CTAs to motivate action, simple forms that require minimal information, and credible testimonials for social proof. Through these steps, you can increase the chances of converting video ad viewers into customers.

6 Here’s what else to consider

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