Respond to a change
What can and cannot we conclude from this small advertising test?
What can and cannot we conclude from this small advertising test?
1 · Notice the conversation
Colleague: How did the clicks compare?
You: Version A received more clicks than version B.
Colleague: What happened after the clicks?
You: Both versions produced only one sample request.
Colleague: What does the higher click-through rate fail to prove?
You: A higher click-through rate does not prove that more people will request a sample.
2 · Understand what each phrase does
advertising claim
a result an advert says the product can deliver
That is an advertising claim we can check against the pack.
claim 要有依据；本课不教授通用合规规则，只练习准确陈述。ad test
a small comparison of two ad versions
We will run an ad test with two headlines.
测试应尽量控制受众、时段等差异；小样本结果不能当确定结论。click-through rate
the share of viewers who click
The click-through rate was ten percent in this example.
点击率不是购买率；还需看点击后行为和样本量。3 · Rehearse, then change the details
Version A received more clicks than version B.
Both versions produced only one sample request.
A higher click-through rate does not prove that more people will request a sample.
We should check the request page and collect more observations.
Keep the purpose; change the person, document or time. A simple, accurate sentence is enough.
4 · Respond to your colleague
How did the clicks compare?
A 版比 B 版获得更多点击。
See one possible reply
Version A received more clicks than version B.
What happened after the clicks?
两版都仅带来一次样品申请。
See one possible reply
Both versions produced only one sample request.
What does the higher click-through rate fail to prove?
点击率更高不能证明更多人会申请样品。
See one possible reply
A higher click-through rate does not prove that more people will request a sample.
5 · Try a different situation
What if the request form is difficult to use?
What if the request form is difficult to use?
Address the changed condition. Choose a practical next step and explain why it helps.
- My response addresses the changed condition.
- I explain one practical action and its likely effect.
- I make the next step clear.
6 · Recall without the model tomorrow
How did the clicks compare?