"RSA" performance improvement case study
Posted: Wed Dec 18, 2024 5:04 am
This time, we conducted testing on the account of a client who handles BtoB services.
This account primarily distributes content to PCs, and past testing has shown that "two headlines (designated assets) including the site name were displayed frequently and had a higher CTR (click-through rate) than other headlines . "
According to the RSA asset optimization function mentioned above, a high number of impressions means that the asset is highly relevant to the user's search terms and is likely to produce better results.
In this account, it is considered that "named assets including the site name have relatively high media ratings."
hypothesis
However, for this account, both nominated assets were displayed 45% of the time , indicating that the nominated assets were the most frequently displayed.
In many cases, only two headlines are displayed phone number lookup indonesia on a PC screen, so the same appeal is displayed multiple times, which may result in missing out on users who could have been motivated to take action with a different appeal.
Therefore, this time we conducted a test based on the hypothesis that by preventing the duplicate display of named assets including the site name in the headline, it would be possible to prevent the loss of opportunities to acquire users and improve CTR x CVR .
Verification Content
The verification was carried out in two ways to prevent named assets including the site name from being displayed twice in the heading: by utilizing the pinning function and by pausing one of the headings .
1. Use the Sticky Heading Feature
To prevent the named assets from being displayed twice in the heading, we used the heading pinning function. You
can pin the heading by following the steps below.
Procedure
1. Open the new creation or editing screen for "RSA"
2. Place the cursor on the right side of the heading or description you want to pin and click the yellow pin mark to capture
3. Select the position you want to fix
In this verification, we conducted a simple test to measure changes in metrics by fixing two assets containing the site name to the heading 1 position.
2. Unsubscribe from one headline
We left the other headlines untouched and stopped serving one of the headline assets containing the site name to observe how the metrics changed.
result
As a result, in all of the above verification methods, CTR (click-through rate) x CVR (conversion rate) increased compared to before implementation.
Test result 1: Test using fixed function
Test result 2: Test where one headline was stopped from being distributed
In a test where one of the headlines was stopped, the most common combination pattern was around 40%, and there was not much change in the variety of assets displayed. However, in a test where the pinning function was used, the most common combination pattern was around 10%, indicating a greater variance in the assets displayed compared to before the measure was implemented .
Based on these results, it seems likely that when multiple clickable, named assets such as site names are submitted, preventing them from being displayed at the same time will increase the variety of appeals, potentially resulting in an increase in the CTR and CVR for "RSA . "
This account primarily distributes content to PCs, and past testing has shown that "two headlines (designated assets) including the site name were displayed frequently and had a higher CTR (click-through rate) than other headlines . "
According to the RSA asset optimization function mentioned above, a high number of impressions means that the asset is highly relevant to the user's search terms and is likely to produce better results.
In this account, it is considered that "named assets including the site name have relatively high media ratings."
hypothesis
However, for this account, both nominated assets were displayed 45% of the time , indicating that the nominated assets were the most frequently displayed.
In many cases, only two headlines are displayed phone number lookup indonesia on a PC screen, so the same appeal is displayed multiple times, which may result in missing out on users who could have been motivated to take action with a different appeal.
Therefore, this time we conducted a test based on the hypothesis that by preventing the duplicate display of named assets including the site name in the headline, it would be possible to prevent the loss of opportunities to acquire users and improve CTR x CVR .
Verification Content
The verification was carried out in two ways to prevent named assets including the site name from being displayed twice in the heading: by utilizing the pinning function and by pausing one of the headings .
1. Use the Sticky Heading Feature
To prevent the named assets from being displayed twice in the heading, we used the heading pinning function. You
can pin the heading by following the steps below.
Procedure
1. Open the new creation or editing screen for "RSA"
2. Place the cursor on the right side of the heading or description you want to pin and click the yellow pin mark to capture
3. Select the position you want to fix
In this verification, we conducted a simple test to measure changes in metrics by fixing two assets containing the site name to the heading 1 position.
2. Unsubscribe from one headline
We left the other headlines untouched and stopped serving one of the headline assets containing the site name to observe how the metrics changed.
result
As a result, in all of the above verification methods, CTR (click-through rate) x CVR (conversion rate) increased compared to before implementation.
Test result 1: Test using fixed function
Test result 2: Test where one headline was stopped from being distributed
In a test where one of the headlines was stopped, the most common combination pattern was around 40%, and there was not much change in the variety of assets displayed. However, in a test where the pinning function was used, the most common combination pattern was around 10%, indicating a greater variance in the assets displayed compared to before the measure was implemented .
Based on these results, it seems likely that when multiple clickable, named assets such as site names are submitted, preventing them from being displayed at the same time will increase the variety of appeals, potentially resulting in an increase in the CTR and CVR for "RSA . "