1. Only change one variable when test driving an add.
2. Establish baselines for each of the variables involved. For example:" How much do I make on each day of the week". Take a conservative sample group, like one to three months and then average it out. Try not to change any variables while establishing a base line.
3. How long do people stay on every day for example on the landing page. (Google Analytics)
4. Bounce rate (Google Analytics) what percentage quits after looking at the first page.
Real World Example: Your baseline conversion is on monday 100 percent, tue, wed, thurs, 75 percent, fri, sat 50 percent and sun 25 percent.
You change the landing page, make it easier for the user.
On Monday you make $600 conversion, on Tuesday and Wednesday (- $150 each (advertising expense)), your click throughs increased since you changed the website and normally you have 600 and then 450 for tues and wed...This means something is going on. It could be that the competition is clicking on you...repeatedly.
____________________ Regards...
Andy Barth
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