When you look at those ads, focus on the differences. The similarities have been highlighted so, what’s remaining is everything that is not included in both ads. When you notice the differences, note their characteristics before you make your judgement.
Find the ad with a triple Conversion Rate and double CPI.
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Conversions Per Impression (CPI), also known as Impression To Conversion Rate (Imp CVR), is a metric that measures how often an impression turns into a conversion, calculated by dividing the number of conversions by the number of impressions.
Choose the ad you think got more than a double CPI (155% increase).
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In agile software development, a Retrospective is a meeting that is held at the end of an iteration of software creation.
During a Retrospective, a team reflects on what happened in the iteration and identifies actions for improvement going forward.
Retrium provides a tool that makes it easier and that’s what they were trying to convey in the ads above.
Did they do a good job?
One of these ads has a 28% higher CTR, a double CVR, triple CPI and a third of the CPA. Which one?
Take a good look at both ads, what are the differences? Look both in the description and the headlines… Which of those changes do you think made a difference?
This ad test was kindly provided by Joshua of Benedictus Media, where their team found something that led to a great reduction in acquisition costs. Let’s see if you can find it.
One of these ads has more than a double CPI (Conversions-Per-Impression). Which one?
Analyze the dataset before choosing your winner:
| A | B | |
| CTR | 2.22% | 3.95% |
| CVR | 2.27% | 1.84% |
| CPI | 0.051% | 0.073% |
| CPC | $1.56 | $1.76 |
| CPA | $68.57 | $95.70 |
Choose the ad you believe has the better performance in your opinion.
One of these two ads has a better CTR, better CVR, double CPI, and better CPA. Find it!
In a previous experiment, Tim found using the headline “Our 5 Star Rating Says It All” to lift CTR by 21%.
In a distant universe, Brett found that “Award Winning” would lift CTR by 57%.
However, in many cases, we’ve seen shorter ads win against longer ones.
What happens when you beef up the ad with a “5 Star Award Winning” third headline? Let’s find out.
One of these two ads has a twice better CPI and CTR. 2.17% vs 4.3% for CTR. 1.4% vs 3.5% for CPI. Find the winner!
Find the ad that has a double the conversion rate, a double CPI (conversions-per-impressions), and half the CPA.
One of these two ads brought a 46% lift in CTR, a 20% lift in conversion rate, a better CPI, CPC and CPA. Find the winner!
