10 May 2018
Last Wednesday, I announced a new Stonemaier game, My Little Scythe. To help people discover the game, I bought some banner ads on BoardGameGeek (one of the few places on the internet where I actually pay attention to the banner ads).
I couldn’t decide on the best wording for the ad, though, so I sent three versions of each ad to Chad at BGG for an A/B/C test. I figured I would share the results with you and use them to influence the version of the ad I use for The Rise of Fenris in a few weeks.
Before I reveal the results, feel free to guess: Which of the following ads has the best click-through rates (CTR)?
Here are the results:
- Today: 0.40% CTR
- May 2-10: 0.42% CTR
- Now: 0.37% CTR
So, not a huge difference, but when you’re talking about 600,000 impressions, it’s a difference of about 300 people. I’d much rather have those people click through to learn more about the game! My guess is that putting the exact date range for the pre-order (or Kickstarter, as the case may be) creates a concrete sense of urgency.
The one tweak I might make for future ads is either to remove the hyphen from “pre-order” or add spaces on either side of the date range (“May 2 – 10”)–the double hyphen used in different ways just looks weird.
If you’ve ever run an A/B test on ads, what have you discovered about various messages?
- Kickstarter Lesson #26: Paid Advertising and How Backers Find Your Project
- Everything Crowdfunders Need to Know About Advertising
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