a single source, nothing corroborates it

Rerun the test before you believe the number

A single week of ad data is a sample, not a result, so run the earlier test again beside the new one and see whether the figures hold: a repeat run held an email capture rate near twenty percent and a cost per conversion around two and a half dollars. Budget for where in the funnel the question sits, because only a fraction of clicks reach a deeper step. Fifty data points on willingness to pay cost five times the traffic of fifty email addresses.

The method

1. 01

   Rerun an earlier test alongside a new one to confirm the first numbers were not flukes.

2. 02

   Budget for the fact that a test placed deeper in the funnel costs several times more traffic than one placed early, because only a fraction of clicks ever reach it.

What it returned

• 20%

  On the second run Zue's email capture rate held near 20% and his cost per conversion stayed around $2.50.

• 250

  With one in five clicks producing an email, Zue needed roughly 250 clicks at $0.50 each to gather 50 willingness-to-pay data points versus 50 clicks for 50 email data points; the week cost $31.41 on a $4 daily budget.

Sources

• MVP PricingCory Zue · coryzue.com · Reinforcing the results of the first test · 2017-06-11