Ali Demirbaş - Lab
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UI Elements

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

A single-message banner can give one motivation clearer focus.

  • UI elements
  • Campaign action completion rate

Option A vs Option B

Two alternatives; neither is the incumbent.

Changed
Options
Page
UI elements
Difference
changed

Hypothesis

Multiple offers may appeal to more reasons to act but compete for the same space. Keep the underlying offers on the site and compare one selected message with a fixed multi-offer version.

How to run this test

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 rateCompare exits among eligible assigned visitors in the same session window.
  • Campaign action completion rateCompare completion of the action promoted in the banner among all eligible assigned visitors.

What to check before and during the test

  • FocusCompare one predefined campaign message and action with the fixed set of multiple messages and paths.
  • Other offersKeep access to removed offers on their relevant pages.
  • VisualsKeep position, size and design approach unchanged; use visuals that fit the messages.
  • SelectionChoose the featured offer before launch; price and novelty are separate tests.
  • AudienceReview new visitors and existing customers separately.

Setup mistakes to avoid

  1. 1Change message focus only, not banner position or size.
  2. 2Do not describe an offer as ending today unless it really does.
  3. 3Keep removed offers accessible elsewhere on relevant pages.
  4. 4Do not call a winner from clicks alone; review completion of the promoted action.
  5. 5Do not force one message on segments with materially different needs.