Redfin A-B Tests Creative

Outcomes

2% More clicks overall on new creative

0.01% Higher click-thru rate on new creative

0.01% Increase in click-to-install rate after implementing new creative on the mobile acquisition campaigns

Objective

Redfin wanted to A/B test different messaging and a call to action between a set of old creatives with new creatives designed by their team.

Approach

Perform^[cb] ran an in-house programmatic campaign with their internal media team. The team tested the two different sets of creatives against each other using the same targeting parameters and bidding methods to give them an even chance at performance. Redfin was provided with weekly reporting analyzing performance based on impressions, clicks, and installs for various geo-targets.

Results

The new creative received 2% more clicks overall and 0.01% higher CTR. The client decided to move forward using the new creative. Mobile user acquisition campaigns had a 0.01% increase in click-to-install rate once the new creative was implemented by all partners.