Smoke Testing is the process of creating MVP offers to see which one your audience is most interested in. Once you determine which offer worked best, you can fully fleshed it out and go all in on it.
Smoke testing is paired with buyer temperature, to ensure maximum effectiveness for each channel – for example cold traffic (display) to a cold offer (coupon).
After lots of testing, we have discovered that warm and hot traffic works well with almost all offers, but when cold traffic is paired with hot offers, it results in significantly lowered conversion rates.
With that in mind, when using display campaigns for brand awareness, always send traffic to some type of cold offer with the intention of converting them somewhere down the line. For service providers, newsletter signups with the promise of a coupon, discount code, free estimate, usually work well for display.
Was this article helpful?
That’s Great!
Thank you for your feedback
Sorry! We couldn't be helpful
Thank you for your feedback
Feedback sent
We appreciate your effort and will try to fix the article