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FAQ: Click-Testing

Jessica Jobes

• 3 min read
FAQ: Click-Testing

1. What is Click-Testing?
Click-Testing is a process that helps identify the most compelling copy and images for your Go-To-Market (GTM) campaigns, web pages, sales outreach, and scripts. It allows you to quickly test variations and understand what resonates best with your target audience.

2. Why is Click-Testing important?
It’s a key component of continuous improvement for your marketing efforts. Click-Testing provides fast feedback from your ideal customer profile (ICP), allowing you to make data-driven decisions on what resonates or doesn't resonate with your audience, leading to more data-informed insights to maximize your GTM ROI.

3. How does Click-Testing work?
Click-Testing leverages Facebook Ads as a market research platform. By running ads with different messages and images, you can measure which versions perform better based on click-through rates (CTR).

Here is a sample headline click-test with CTR results. Notice each of them have a different headline. And each of these pieces of creative ran as separate Facebook Ads to see which headline would get the ICP clicking the most.

4. What metrics do you focus on in Click-Testing?
The primary metric used in Click-Testing is the click-through rate (CTR), which predicts how effectively a message or image grabs your audience’s attention.

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The top performing headline in the above example: "Never worry about GTM ROI again" has 3% CTR (click-through-rate) -- so if 100 people saw the image then 3 people clicked on it.
  1. Why is click-testing so powerful?
    ✅ Isolating Variables: Each test is using a 1080 x 1080 square image and it's a blank canvas. This allows you to click-test one variable at a time. Test only headlines, test only images, etc... and see what gets your audience clicking the most. Then start putting the winning variables together into a more complete story and see if that continues to get them clicking.

    ✅ Subconscious Feedback: Unlike most traditional market research, the users don't know they're in a research study so their feedback (click or no click) is completely subconscious. What's put in front of them - the ad - either resonates or it doesn't.

    ✅ Speed: Creating and running these tests is fast, it takes 24-72 hours depending on the audience, variable being tested and budget. So as long as you have high idea velocity, and you know how to use Facebook Ads for click-testing, you can test a lot of ideas quickly.

6. What can I use Click-Testing for?
Besides testing headlines and images, you can use Click-Testing to optimize any assets across a variety of marketing and sales touch points, including Go-To-Market campaigns, landing pages, sales outreach, and call scripts. Each GTM asset is made up of multiple variables, most of them are images and copy - you can break down assets into smaller pieces and click-test each of them.

Predicting a 300% improvement

Of the 79 images I received from my personal brand photo shoot, I click-tested 21 of them and you can see my audience prefers the one on the left 300% more than the one on the right...

Which means by choosing the image on the left and using it throughout my business materials, it's predicted to give me a 300% uplift over the image on the right.

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Now that's just one image test, but imagine doing this over and over and over with many different variables - messages, images, long copy, etc... and voila, my businesses grow – predictably.

Here are some of the businesses growing with click-testing...

Learn more