Campaign Optimization through A/B Testing
Stefani Johnsen
Description:
As part of managing campaigns for various industries, I designed and executed multiple A/B tests to continuously optimize performance across the funnel. Below is a highlight of key experiments run, each aimed at improving lead quality, cost efficiency, and engagement metrics.
Tests Included:
Landing Page Performance Test
PPC Program Page vs. SEO Program Page
Bidding Strategy Test
Maximize Conversions vs. VBB Maximize Conversions
Ad Copy CTA Test
"Apply Today" vs. "Learn More" Headlines
Form Length Test
Short Form vs. Long Form Lead Capture
Audience Layering Test
In-Market Audience Targeting vs. Broad Search Targeting
Key Outcomes:
Improved CPL efficiency by 15% through landing page refinements
Increased down-funnel conversions (In Progress/Completed) by +400% with SEO landing page
Identified winning CTA with a +22% lift in click-through rate
Optimized lead quality through audience targeting adjustments
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Posted Apr 26, 2025
Designed and executed A/B tests to optimize campaign performance.
