# Focusing a Promo Banner on a Single Message A/B Test

Page: https://alidemirbas.com.tr/en/lab/ab-test-library/tests/focusing-a-promo-banner-on-a-single-message-ab-test

## Hypothesis

If the banner speaks to one motivation with one action, visitors may grasp the message faster and move toward the campaign action. A banner that lists several offers may give more visitors a reason to act, but the offers compete for the same space. Which side wins on campaign action completion rate depends on that trade-off.

## When to run this test

This test is worth running when people see the internal promo banner but its message does not seem to land, such as few banner clicks, heatmaps where attention scatters across the listed offers, or surveys where visitors do not recall the campaign. If a single message sharpens focus, more visitors in that arm complete the campaign action while overall purchase conversion rate holds steady. Fix the featured offer before launch and use only a real one; do not present an offer as ending today unless it truly is limited.

## Primary metric

**Campaign action completion rate**: Compare the predefined campaign action among all eligible assigned visitors; banner clicks are diagnostic only.

## Other metrics

- **Overall purchase conversion rate (CR)**: Compare purchases or the predefined primary site action among eligible assigned visitors.
- **Page exit rate**: Compare exits among eligible assigned visitors in the same session window.

## What to check before and during the test

- **Focus**: Compare one predefined campaign message and action with the fixed set of multiple messages and paths.
- **Other offers**: Keep access to removed offers on their relevant pages.
- **Visuals**: Keep position, size and design approach unchanged; use visuals that fit the messages.
- **Selection**: Choose the featured offer before launch; price and novelty are separate tests.
- **Audience**: Review new visitors and existing customers separately.

## What to watch when reading the result

- Treat banner clicks as a diagnostic, not the goal; a click gain that does not carry through to completion after the click is not a win. Campaign action completion rate names the winner; also check that overall purchase conversion rate does not slip because some offers left the banner.
- Read new visitors and existing customers separately. If segments respond to different offers, do not force one message on everyone; the result may point to a need for segment-specific messages rather than one right message.
- The finding stops at the tested banner slot, the featured offer and this campaign period. Featuring another motivation, such as price or novelty, is a separate test; validate again before applying the format to banners on other pages.
- Because the campaign runs for a limited time, start from the campaign action rate you expect and the smallest gap you care about, and work out the visitors needed per variant with the [sample size calculator](https://alidemirbas.com.tr/en/calculators/sample-size-calculator) before launch. If you cannot reach that number during the campaign, or the gap stays small, do not report the result as settled.

## Frequently Asked Questions

### How should the focal offer be selected?

Fix it before launch. Comparing price-led and novelty-led motivations is a separate test. Do not call an ongoing offer today only.

### Do more banner clicks mean the single message won?

No. Use completion of the predefined campaign goal. Monitor overall conversion and page exits, with banner clicks as diagnostic information.

### Will all visitor groups respond to the same banner?

Not necessarily. Review new visitors and existing customers separately. Do not force one motivation where messaging needs differ. Multiple offers may address more needs while competing for the same space.