Landing Page A/B Testing
Taking a page from the direct-to-consumer (DTC) playbook, we leveraged clean design and listicle-style content writing to give shoppers a reason to buy their new mattress online from Nectar. We A/B tested paid content conversion ad campaigns running on Facebook, Instagram, Outbrain, Taboola and Quora to understand the difference in custom acquisition cost (CAC) of sending visitors to the Nectar branded landing page vs. the equivalent landing page on our content hub Sleep Authority.
Sleep Authority campaigns converted at close to half the cost.
We tested the same landing page on nectarsleep.com and our content hub sleepauthority.com. Customer acquisition costs were nearly 50% lower when sending ads to the Sleep Authority page, especially when utilizing the Sleep Authority Facebook handle.