This Tuesday, we are featuring a tremendous success story from TEKsystems, a staffing company dedicated to placing IT candidates. This A/B + MVT test plan was strategized by the Anvil Media team and conducted in the LiveBall platform.
Can you guess which landing page doubled conversion rates?
Results: Did you guess version A? If so, congrats! Version A doubled conversion rates, and in doing so, decreased the cost-per-conversion by more than 50%! By focusing on ongoing A/B & MVT testing, TEKsystems ended up saving over $100,000 in media spend over the course of a year.
Initially, Anvil ran A/B tests on the overall landing page layout, design and navigation. Once a layout winner was found, additional multivariate experiments allowed Anvil to quickly test and deploy new copy and a winning call-to-action.
Additionally, Anvil passed geolocation details in page headlines to create more targeted experiences. For instance, a visitor to the landing page from Florida is given a localized headline —“See IT Job Openings in Florida.” Instead of having to create separate landing pages for each state or region, Anvil created one page and took advantage of LiveBall’s dynamic content substitution capabilities. Advanced rules (conditional logic that can be applied either at the page level or to any clickable action) were used to automatically swap out content in the headline depending on a visitor’s geolocation.
Similarly, Anvil also tested dynamic search terms, which included keywords like “big data jobs” within the landing page copy.
Interested in hearing the full story? Read More.