Adobe® Test&Target™ Campaign Types: A/B..N vs. Landing Page Campaigns- Demystifying the DifferencePOSTED ON 21 June 2012 BY
When it comes to campaign types in Test&Target, many users find the difference between the Landing Page campaign and the A/B..N campaign confusing. To shed some light on this potentially perplexing topic, we tapped two conversion experts from the Brooks Bell team. Naoshi Yamauchi, VP Analytics and Testing and Suzi Tripp, Client Manager, are going to share their individual perspectives.
There are a handful of campaign types you can choose from in Test&Target™. Many users find the difference between Landing Page Campaign and the A/B..N Campaign confusing.
Why is it confusing? A/B..N is easy because its name says it all – an A/B split test. The confusing part is the Landing Page Campaign, since it can also be used as an A/B split test. The difference between the two is what happens when a visitor comes back to the site.
By default, all campaigns EXCEPT the Landing Page Campaign shows the visitor the same experience he/she last saw when visiting the site. For example, if I enter into an A/B..N campaign on brooksbell.com’s homepage and I see Experience A, when I leave the site and come back, I will see Experience A. In a Landing Page Campaign, I can set it up so I can see Experience B upon returning to the site if I am targeted upon return.
What does this mean? Let’s say I run an email campaign that gets sent out twice in a day to the same list, and the first email is different than the second. Email A’s pitch is “Start Testing with Brooks Bell” and Email B is “Let’s Talk – Brooks Bell”. For those that click on the email “Start Testing with Brooks Bell”, I want the homepage to be Experience A. For those that click on “Let’s Talk – Brooks Bell”, I want the homepage to be Experience B.
Based on setting targeting rules at the Experience Level using a ‘bbtest’ parameter for the current page, here’s the difference between A/B..N and Landing Page Campaign:
For the above:
* In a Landing Page Campaign setting, if I click on Email A, I will see Experience A on the homepage. If I leave the site, later click on Email B, I will see Experience B.
* In an A/B..N Campaign setting, if I click on Email A, I will see Experience A on the homepage. If I leave the site, later click on Email B, I will STILL see Experience A.
So, with an A/B..N campaign, you are purely performing an A/B split test, while Landing Page Campaign is used to target traffic sources into certain site experiences tied to external marketing efforts. Often, as in the case of the email, traffic is segmented to different display ads or emails before the site, and Test&Target™ does not need to split traffic. Instead, it serves to create site experiences (and report on conversions) for the different display ads or emails you may be testing.
So when is the right time to use the Landing Page Campaign type over A/B..N?
If you are trying to create congruency between external marketing efforts such as banner ad traffic, emails, etc, to the site experience over multiple touch points for the same visitor, use the Landing Page Campaign. You are essentially using Test&Target™ to create that relevant experience and not to A/B split your traffic.
And when is the right time to use A/B..N Campaign over a Multivariate Campaign and vice versa? That’s a whole different post .
Conversion experts talk about “tests” and “campaigns” day in and day out. But, what’s the difference between the two? That’s pretty simple, but the questions don’t stop there. Once you understand tests and campaigns, you find out that there are multiple campaign types. And some of them (specifically A/B and Landing Page campaigns) seem oddly familiar, which can be very confusing.
So, what’s a conversion expert to do? Have no fear – Captain Conversion* is here.
We’ll take a look at the difference between tests and campaigns, and then we’ll dive into A/B Campaigns and Landing Page Campaigns. The goal of this post is for you to walk away confidently knowing the differences between an A/B Campaign and a Landing Page Campaign so that you can confidently select the right type for your next campaign.
What is the difference between a “test” and a “campaign” in Adobe® Test&Target™?
Testing allows you to test different experiences with a live audience to determine which experience will help you reach your conversion goals. These individual experience tests happen within one campaign. The campaign monitors the experiences using key performance indicators that have been defined.
What is the difference between a “A/B Campaign” and a “Landing Page Campaign” in Adobe® Test&Target™?
First, let’s talk about an A/B Campaign.
An A/B Campaign allows you to test multiple versions of a site page or landing page.
Though A/B implies that there are just two cells, this is not the case. The true name of this is an “A/B…n Campaign”, which illustrates that there can be multiple test cells (“n” can equal anything). You can have multiple tests taking place within one A/B Campaign.
They are ideal for large “swing for the fences” type test cells because results are reported on the overall experience (as opposed to specific elements). You can target different experiences to different users, providing an opportunity to test what specific messaging works best among your audience. It is also important to note that the user will see the same content every time they visit.
Consider using an A/B Split Campaign if you do an entire page redesign that you’d like to test against the Control.
Now, let’s take a closer look at Landing Page Campaigns.
Landing Page Campaigns take place on- or off-site (on a landing page) and the user’s experience is based upon their traffic source, which is determined by a unique parameter from the referring URL. Similar to A/B Split Campaigns, Landing Page Campaigns allow you to test different versions of the page.
Landing Page Campaigns should be used when integrating multiple marketing efforts. For example, let’s say a sporting goods retail company markets to their customers via email, banner ads and affiliate sites.
* The email features a soccer ball.
* The banner ads feature a baseball.
* The affiliate sites feature multiple sports.
Utilizing a Landing Page Campaign would allow one user to receive a different experience each time, based upon their traffic source. One user could see each landing page if they received and clicked through each possible traffic source.
That, my friends, identifies the main difference. A/B Campaigns show the user the same experience every time. Landing Page Campaigns show the user an experience based upon their traffic source, so it is possible for them to receive multiple experiences.
I think I was most confused about it because there are so many similarities between the two! A/B Campaigns can take place on a landing page, Landing Page Campaigns are really A/B tests at their core, and the list goes on. The difficult part was weeding through the similarities to determine the actual difference. Hopefully this post has clarified the difference for you and you can confidently select the right campaign type for you!
Brooks Bell is the industry's leading online conversion firm. We help large online retailers and subscriber-supported companies maximize their online sales funnel by testing and optimizing all points in the conversion path.
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