When most people think of testing results for Facebook Ads, they think in terms of boosting click-throughs — getting higher response rate by using the right picture and saying the right things.  But that’s an incomplete picture.

Don’t get me wrong: boosting CTR IS a good thing, but your goal should be to optimize the total process, at each stage of the client acquisition funnel, not just to widen the mouth of a leaky funnel.  And it’s at the stage of compound benefits where testing really delivers. When you combine higher CTR with higher CPI with higher average order value, now you’re not just getting more clicks, you’re getting them more cheaply and making more money off of each one.

So let’s take a look at a typical Facebook Ad and see how this is done: (more…)