Changes in privacy and general tech over the last several years have all but completely hampered audience (user) segmentation on the client-side. Meaning, we can’t reliably segment website visitors, such that testing landing pages and conversion funnels no longer lets us ensure that whatever test variation you see first is the only one that you see. You’re in “bucket A” or “bucket B”, but not both. That’s out the window, for the most part, shy of some pretty expensive tools but even then, it’s not really clean.

Same goes for creative testing, where the end user is so often behind a veil that you can’t reliably show any particular user only one of your ad creative variations. We’re back to 2005 on this point, where creative testing is still beneficial but a bit of a free-for-all. If you have a favorite plugin, give us a shout (marketing@whitelabeldigital.co), there’s always something new out there.

In any case, don’t let the lack of a handle convince you not to test ad creative or conversion funnels. It’s important. I like to ask clients, “if you ran a retail store and I could tell you that as people walk-in they’ll see different layouts of your store/products, we’ll monitor which they see over time, and track each layout’s impact on sales, and tell you which layout boosts sales the most – would you want me to do that?”. The answer is obviously yes, but why people don’t do this with their websites is a mystery. Seems like a giant oversight, to me.