Problem

A mental health and addiction rehabilitation center implemented an A/B test using Unbounce for its landing page campaigns to optimize conversions. The test involved two variants: a “Champion” and a “Challenger”. Despite the setup, initial results showed no clear winner between the two variants, as both performed similarly. However, the Google Ads campaign for the test showed a significant increase in conversions, particularly through the utilization of ad assets, or extensions. This raised a question: Was the observed increase in conversions due to changes in the landing pages, or were other factors involved?

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Solution

To address this, a multi-faceted approach was taken:

  1. Continuous A/B Testing: The A/B testing on Unbounce continued to collect more data to determine if a statistically significant winner could emerge, focusing on conversion rates and user engagement metrics.
  2. Enhanced Google Ads Strategy: The Google Ads campaigns were enhanced with targeted ad assets such as sitelinks, callouts, and structured snippets to improve ad visibility and relevance.
  3. Integration of Ad Extensions: Ad extensions were implemented extensively to provide additional pathways for potential clients to interact with the ad, leading to more conversions directly from the ads themselves.

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Outcome

The ongoing A/B testing on Unbounce showed that while there was a slight difference in conversion rates between the two page variants (6.43% for the Challenger vs. 5.11% for the Champion), the difference was not substantial enough to declare a clear winner. Meanwhile, the Google Ads campaign demonstrated a remarkable increase in conversions, particularly noting:

  • Total conversions increased by over 130% from previous periods.
  • Enhanced interaction with ad assets like images, business names, and calls, which significantly improved performance metrics.

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Conclusion: Correlation or Causation?

The marked increase in conversions from Google Ads, despite the static A/B test results on Unbounce, suggests that other elements such as the strategic use of ad extensions and improved ad assets were more likely the catalysts for the increased conversions rather than the landing page elements tested in Unbounce. This indicates a correlation between the use of effective ad extensions and the increase in conversions, rather than a direct causation from changes made to the landing pages themselves. It highlights the importance of a comprehensive approach in digital marketing strategies that encompass not only landing page optimization but also enhanced ad features that directly engage potential clients.