Directing new visitors to the optimal landing page with link-level split URL A/B testing

Industry

Finance

Channel

Mobile Web, Web

Impacted Pages

Sitewide

Experience Type

Dynamic Links

Implementation Effort

Low
Who:

A large consumer financial services company in Russia

Strategy:

In order to maximize acquisition efforts from search traffic, the financial services company ran link-level split-URL A/B tests on Google Ads to direct traffic toward the best-performing landing pages. When running the A/B test, the organization used automated traffic allocation (also known as multi-armed bandit optimization) to automatically push more traffic to the winning variation.

Directing new visitors to the optimal landing page with link-level split URL A/B testing Directing new visitors to the optimal landing page with link-level split URL A/B testing
Hypothesis:

As more and more visitors arrive on sites via search or paid media ads, it has become increasingly important to optimize which landing page a user lands on. And with link-level testing, marketers are able to identify which pages to direct traffic to. For example, when a retailer runs a personalized ad campaign, they can direct traffic to multiple pages from one ad. By A/B testing these types of campaigns, marketers are able to make more confident decisions, ultimately helping them identify the optimal landing page for all site visitors.