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S’il y a bien une chose que tous les propriétaires de sites web veulent depuis l’aube d’internet, c’est plus de trafic.
Plus de visites signifie plus de personnes qui achètent, réservent des services, lisent votre contenu et génèrent des revenus. Il existe des dizaines de stratégies efficaces pour attirer plus de visiteurs sur votre site, mais celle sur laquelle vous devriez vous concentrer dépendra de votre situation.
Certains propriétaires de sites web voudront peut-être miser davantage sur le SEO, tandis que d’autres devront se concentrer sur le trafic ciblé que la publicité payante peut apporter, et d’autres encore voudront veiller à ce que le trafic qu’ils ont déjà continue de revenir. La “bonne” réponse dépend du problème exact auquel vous êtes confronté.
Voici 9 des situations les plus courantes qui peuvent limiter votre trafic web, et comment les résoudre :
Plus de visites signifie plus de personnes qui achètent, réservent des services, lisent votre contenu et génèrent des revenus. Il existe des dizaines de stratégies efficaces pour attirer plus de visiteurs sur votre site, mais celle sur laquelle vous devriez vous concentrer dépendra de votre situation.
Certains propriétaires de sites web voudront peut-être miser davantage sur le SEO, tandis que d’autres devront se concentrer sur le trafic ciblé que la publicité payante peut apporter, et d’autres encore voudront veiller à ce que le trafic qu’ils ont déjà continue de revenir. La “bonne” réponse dépend du problème exact auquel vous êtes confronté.
Voici 9 des situations les plus courantes qui peuvent limiter votre trafic web, et comment les résoudre :
1. Le site web est nouveau et reçoit peu ou pas de trafic
Un nouveau site web peut rapidement bénéficier d’un afflux de trafic grâce à la publicité payante, mais il est également important de commencer à mettre en place une source de visites plus durable.
Identifier le problème
C’est le problème le plus facile à identifier : un nouveau site web a peu de chances d’obtenir beaucoup de trafic tant que vous n’avez pas commencé à le promouvoir et à faire savoir aux gens qu’il existe.
- Annonces de recherche : idéales pour cibler l’urgence et pour les services que les gens sont peu susceptibles d’explorer sur un coup de tête.
- Publicités display et vidéos : plus générales. Idéales pour faire connaître une offre en particulier, cibler des centres d’intérêt et développer la notoriété de la marque.
- Conversion rate: the percentage of visitors who take the action you want them to take.
- Scroll depth: how far down the page people scroll while reading your content.
- Abandonment rate: the percentage of people who start your desired action (say, filling in a form) and fail to complete it.
- Average order value (AOV): total revenue divided by the number of orders.
- Revenue per visitor: total revenue divided by the number of visitors, including those who bought nothing.
Bien que le SEO soit souvent présenté comme la meilleure source de trafic pour les sites web, avec Google à lui seul générant près de 63 % de toutes les visites, ce n’est pas un processus rapide, et en tant que nouveau propriétaire de site web, vous voulez des résultats mesurables dès maintenant.
. Contrairement au rythme de croissance lent et régulier provenant du blogging, les publicités payantes peuvent, avec le bon budget et un ciblage adapté, générer une vague de visites presque instantanée.
Vous pouvez diffuser des publicités sur les réseaux sociaux, dans les , ou sous la forme de bannières publicitaires traditionnelles auxquelles nous pensons tous quand nous entendons l’expression « publicité en ligne ». Elles peuvent être conçues et ciblées avec une précision incroyable selon toutes sortes de critères, transformant presque n’importe qui en visiteur potentiel de votre site web.
Chacune a son utilisation idéale :
. Contrairement au rythme de croissance lent et régulier provenant du blogging, les publicités payantes peuvent, avec le bon budget et un ciblage adapté, générer une vague de visites presque instantanée.
Vous pouvez diffuser des publicités sur les réseaux sociaux, dans les , ou sous la forme de bannières publicitaires traditionnelles auxquelles nous pensons tous quand nous entendons l’expression « publicité en ligne ». Elles peuvent être conçues et ciblées avec une précision incroyable selon toutes sortes de critères, transformant presque n’importe qui en visiteur potentiel de votre site web.
Chacune a son utilisation idéale :
Comment y remédier
Un nouveau site web est une période passionnante pour un marketeur : il offre un fort potentiel et la possibilité de vraiment définir la direction à prendre. La réponse honnête (bien que simple) à ce problème est qu’à ce stade, vous pourriez vraiment essayer n’importe quoi et commencer à générer quelques visites supplémentaires. Cela dit, il existe quelques stratégies particulièrement pertinentes à ce stade précoce.
Vous pouvez aborder ce problème de deux façons : une solution à long terme ou une solution plus rapide.
Vous pouvez aborder ce problème de deux façons : une solution à long terme ou une solution plus rapide.
The great thing about A/B tests is that they can be used to test almost any element of your landing pages. You might want to focus on the effects of something technical like loading times, or on something as small as how visible your call-to-action button is. The colour itself matters less than contrast. A button that blends into the page is easy to miss whatever its colour, so a test of contrast or size usually tells you more than a test of orange against blue.
The important thing is to only test a single variable with each iteration of the site. This means that you can draw solid conclusions about its impact without muddying the waters with questions over which change caused which result.
The important thing is to only test a single variable with each iteration of the site. This means that you can draw solid conclusions about its impact without muddying the waters with questions over which change caused which result.
2. Le site web reçoit un trafic pertinent, mais doit atteindre davantage de personnes
Les analyses sont la clé pour comprendre ce qui génère votre trafic. Utilisez-les pour reproduire vos actions les plus efficaces et éliminer les approximations. Vous pouvez également utiliser les réseaux sociaux et le marketing d’affiliation pour élargir votre portée auprès d’audiences pertinentes.
- Time: organic traffic growth tends to be a slow, steady process. Paid traffic can start gathering information almost instantly, allowing a much quicker answer to your hypothesis.
- Control: paid campaigns let you decide how many visitors arrive each day, when the test starts and stops, and how much it costs. You can also keep the targeting identical for the whole test, so the only thing that changes between version A and version B is the page itself. The 50/50 split between versions is something you set up on your own site, as Step 5 explains, because the ad platform alone cannot guarantee it.
- Segmentation: paid advertising lets you choose who sees your ads by location, device and interests. The visitors in your test then resemble the market you want to win, so the result is more relevant to the customers you care about. The result applies to that audience only. A page that wins with mobile visitors in one country may not win with desktop searchers somewhere else.
SparkTraffic, an advertising platform that shows your ads on partner publisher websites, is built around this kind of control. You choose the countries, cities and devices for a campaign and set a daily or monthly budget, so the audience mix and visitor volume stay stable for the whole test. When you send this geo-targeted website traffic to one campaign URL and split it on your own site, both page versions receive the same kind of visitor, which is the condition a fair A/B test depends on.
In short, using paid ads to generate the traffic for your split tests means that you get more relevant results, quicker.
In short, using paid ads to generate the traffic for your split tests means that you get more relevant results, quicker.
3. Le trafic de votre site web a diminué
Des changements dans les flux de trafic peuvent survenir pour de nombreuses raisons. Il est donc important de veiller à ce que votre mix marketing soit aussi varié que possible. Pour des résultats rapides, envisagez de recibler vos visiteurs précédents via des publicités ou des e-mails.
Identifier le problème
Une baisse du trafic de votre site web apparaîtra sur votre tableau de bord analytique. Les rapports que vous y trouverez devraient vous indiquer exactement quels flux ont changé et, à partir de là, vous pourrez commencer à reconstituer pourquoi ils ont changé.
Comment y remédier
Parfois, ce qui fonctionnait semble ne plus fonctionner, et le trafic de votre site web baisse. Il peut y avoir d’innombrables raisons à cela ; les plus courantes étant :
Step 3: Isolate Your Variable
The variable is the change that we’re testing. To ensure that the data we’re collecting is clear and valid, it’s important to only change one element for each test (you can always run another test later to check other theories you may have).
The variable could be almost any element of your landing page, but commonly tested ones include things like:
The variable could be almost any element of your landing page, but commonly tested ones include things like:
- Changements d’algorithme : Les moteurs de recherche, les réseaux sociaux et les IA se mettent régulièrement à jour, modifiant ce qu’ils privilégient. Votre contenu, qui était autrefois bien classé, peut désormais apparaître plus bas dans les résultats.
- Problèmes de suivi : Il arrive que la mise à jour de votre site web entraîne des problèmes avec votre logiciel d’analyse. Chargez vous-même votre page et vérifiez si votre visite est bien enregistrée.
- Des concurrents vous dépassent dans les classements : le SEO n’est pas figé et, si vous avez rencontré du succès, vos concurrents l’ont probablement remarqué et ont commencé à copier votre stratégie.
- Position of CTA: where the call to action sits on the page
- CTA wording: how the CTA is presented to visitors
- Form size: the number of fields someone has to fill in
- Copy: the text that populates your page
- Loading time: does quicker loading result in more conversions
Of course, you could run an A/B test on any element of your page, though the ones listed above are likely to have the biggest impacts and be the easiest to draw clear conclusions from.
Step 4: Prepare Your Pages
The final step before we can start generating traffic and running the test is to prepare your pages. For most landing-page tests, two versions work best. Each extra version splits your traffic further, so a test with three versions needs at least 50% more visitors in total than a test with two. Comparing several versions at once also raises the chance of a false winner.
You can still run an A/B/n test with three or four versions if your traffic allows it. Either way, each version should differ from the control in one element only. If you want to test several elements together, that is a different method called multivariate testing.
Your existing page is the “A” part and acts as a control, setting the baseline. The version with the single change is the “B” element and allows you to test your hypothesis.
You can still run an A/B/n test with three or four versions if your traffic allows it. Either way, each version should differ from the control in one element only. If you want to test several elements together, that is a different method called multivariate testing.
Your existing page is the “A” part and acts as a control, setting the baseline. The version with the single change is the “B” element and allows you to test your hypothesis.
Step 5: Set Up Your Paid Traffic
Most paid ad platforms have built-in experiment features, but they are built to compare ads and campaigns, not landing pages. In Google Ads, for example, a campaign experiment splits your budget between an original campaign and a trial campaign. That is useful for testing bids or ad copy, but it does not guarantee that your two landing pages receive equal or comparable visitors.
The reason is that ad platforms optimize delivery. When two ads point to two different pages, the platform’s algorithm decides who sees each ad, and it shows each one to the people it predicts will respond. Researchers call this divergent delivery. A 2025 study by Braun and Schwartz in the Journal of Marketing found that it can distort the size of an ad test result and even reverse its direction.
The safer setup is to send all paid visitors to one campaign URL and split them on your own site. A testing script or a server-side rule assigns each visitor at random to version A or version B, 50/50. The same rule stores the assignment in a first-party cookie, so a returning visitor always sees the same version. Without this, one person can see both versions, and their behaviour then counts toward both groups and blurs the difference you are trying to measure.
If your setup forces you to use two separate campaigns, give them identical targeting, the same start time and the same daily cap. Before you read any results, compare the device and location mix of the two groups. If one group has far more mobile visitors than the other, the comparison is not fair.
The reason is that ad platforms optimize delivery. When two ads point to two different pages, the platform’s algorithm decides who sees each ad, and it shows each one to the people it predicts will respond. Researchers call this divergent delivery. A 2025 study by Braun and Schwartz in the Journal of Marketing found that it can distort the size of an ad test result and even reverse its direction.
The safer setup is to send all paid visitors to one campaign URL and split them on your own site. A testing script or a server-side rule assigns each visitor at random to version A or version B, 50/50. The same rule stores the assignment in a first-party cookie, so a returning visitor always sees the same version. Without this, one person can see both versions, and their behaviour then counts toward both groups and blurs the difference you are trying to measure.
If your setup forces you to use two separate campaigns, give them identical targeting, the same start time and the same daily cap. Before you read any results, compare the device and location mix of the two groups. If one group has far more mobile visitors than the other, the comparison is not fair.
How Much Traffic Should I Buy?
There is no single number of visits that makes a test accurate, because the number depends on four inputs. The first is your baseline conversion rate, which is how often the control page converts today. The second is the smallest lift you want to be able to detect. The third and fourth are the significance level and the statistical power, which most teams set at 95% confidence and 80% power.
Here is how the numbers work out for a page that converts at 4%. To detect a 20% lift (from 4.0% to 4.8%), you need about 10,300 visitors per version. To detect a 10% lift (from 4.0% to 4.4%), you need about 39,500 per version, almost four times as many. A page that converts at 2% needs about 80,700 visitors per version to detect a 10% lift, while a page at 10% needs about 14,800.
Duration does not change these numbers. A test that reaches 10,300 visitors per version in 14 days is as reliable as one that takes 30 days to reach the same total, as long as both cover full weeks. You can turn the sample size into a budget before you start: visitors per version × 2 × cost per visit. At an example cost of $0.50 per visit, the 20% lift test above costs about $10,300.
If that budget is too high, you have two honest options. You can test a bolder change, because larger lifts need far fewer visitors. Or you can choose a primary metric with a higher base rate, such as engagement rate: at around 50%, 1,000 visitors per version can detect a difference of about 6 percentage points. The method behind these numbers is called sample size determination, and free online calculators do the arithmetic for you.
Here is how the numbers work out for a page that converts at 4%. To detect a 20% lift (from 4.0% to 4.8%), you need about 10,300 visitors per version. To detect a 10% lift (from 4.0% to 4.4%), you need about 39,500 per version, almost four times as many. A page that converts at 2% needs about 80,700 visitors per version to detect a 10% lift, while a page at 10% needs about 14,800.
Duration does not change these numbers. A test that reaches 10,300 visitors per version in 14 days is as reliable as one that takes 30 days to reach the same total, as long as both cover full weeks. You can turn the sample size into a budget before you start: visitors per version × 2 × cost per visit. At an example cost of $0.50 per visit, the 20% lift test above costs about $10,300.
If that budget is too high, you have two honest options. You can test a bolder change, because larger lifts need far fewer visitors. Or you can choose a primary metric with a higher base rate, such as engagement rate: at around 50%, 1,000 visitors per version can detect a difference of about 6 percentage points. The method behind these numbers is called sample size determination, and free online calculators do the arithmetic for you.
Step 6: Run the Test
Before the first visitor arrives, you fix the sample size from the previous step and the duration needed to reach it. We recommend whole weeks (7, 14, 21 or 28 days), so every weekday appears equally in both versions. Then you wait for the test to finish before you decide anything.
The reason is that random noise is largest early in a test. If you check the results every day and stop the first time one version looks significant, your real false-positive rate rises far above the 5% you planned. Statisticians call this optional stopping, and marketers often call it peeking.
A fixed plan cannot remove chance, but it keeps the risk of a false winner at the level you chose. It also protects your data from short-lived distortions such as:
The reason is that random noise is largest early in a test. If you check the results every day and stop the first time one version looks significant, your real false-positive rate rises far above the 5% you planned. Statisticians call this optional stopping, and marketers often call it peeking.
A fixed plan cannot remove chance, but it keeps the risk of a false winner at the level you chose. It also protects your data from short-lived distortions such as:
- Time-of-day and day-of-week patterns
- A few heavy users who visit many times
- One-off events, such as a competitor’s sale or a news story
Selecting a “winner” before the test has run its full course simply because it seems to be doing better in the early stages risks implementing a false positive and damaging your results long-term.
What represents a “fair” test will vary from case to case, but the general rule is that you need to run it for long enough and with enough visitors for your results to reach statistical significance. The sample size you calculated before launch tells you what “long enough” and “enough visitors” mean for your test.
What represents a “fair” test will vary from case to case, but the general rule is that you need to run it for long enough and with enough visitors for your results to reach statistical significance. The sample size you calculated before launch tells you what “long enough” and “enough visitors” mean for your test.
Step 7: Evaluate Your Results and Implement the Winner
Once your test has run its full length, you can evaluate the results. This means two things: first, checking to see if your hypothesis was correct and your primary metric was improved by changing your chosen variable, and secondly, looking at your other metrics to check for unintended consequences.
If your primary metric has improved by a statistically significant margin and your guardrail metrics have not worsened, your test has been successful, and you can replace the original page with the new version. If the impact was negative, keep the control and scrap the new iteration. If the difference is not significant either way, the test is inconclusive. The change made no measurable difference at this sample size, and keeping the control is usually the cheaper choice.
If you find that your primary metric has improved but your other important metrics have also been affected, you’ll have to make a judgment call about which version of your landing page is best to use. Weigh up the impacts carefully and consider further testing to refine your page further.
If your primary metric has improved by a statistically significant margin and your guardrail metrics have not worsened, your test has been successful, and you can replace the original page with the new version. If the impact was negative, keep the control and scrap the new iteration. If the difference is not significant either way, the test is inconclusive. The change made no measurable difference at this sample size, and keeping the control is usually the cheaper choice.
If you find that your primary metric has improved but your other important metrics have also been affected, you’ll have to make a judgment call about which version of your landing page is best to use. Weigh up the impacts carefully and consider further testing to refine your page further.
4. Le trafic augmente, mais le site web attire les mauvaises personnes
Tous les trafics n’ont pas la même valeur. Envisagez de consacrer du temps à votre SEO local et à des publicités ciblées, selon le profil de votre trafic le plus pertinent.
Statistical Significance
Si vos analyses montrent un nombre croissant de visiteurs mais que vous ne constatez pas d’augmentation correspondante des ventes et des inscriptions, votre site attire peut-être les mauvaises personnes. Une fois ce problème identifié, vous pouvez commencer à déconstruire vos efforts marketing pour les orienter plus précisément vers un trafic pertinent.
Sample Size and Duration
While these should have been set right at the start of the testing process, it’s worth checking them again when evaluating your results. There are tools out there that can help you determine what sample sizes and timescales you should be aiming for to reach statistical significance in your results.
Basically, the longer your test runs for and the more people it includes, the more sure you can be of the long-term sustainability of any improvements that you find. There are, of course, limits to this: no marketing team has an unlimited timescale or budget for buying traffic, so it’s important that realistic numbers are set and checked.
While you look at your sample sizes, it is worth checking that each version received the share of visitors you planned. If you set a 50/50 split and see 5,400 visitors on one version and 4,600 on the other, something is wrong with the setup, not with your luck. This problem is called a sample ratio mismatch, and a simple chi-squared test confirms it.
A sample ratio mismatch usually comes from the setup, not from the traffic source. Typical causes include a redirect that loses some visitors, a tracking tag that fails to fire on one version, or bot filtering that removes more visits from one group. If the check fails, the results cannot be trusted, and the fix is to find the cause and rerun the test.
Basically, the longer your test runs for and the more people it includes, the more sure you can be of the long-term sustainability of any improvements that you find. There are, of course, limits to this: no marketing team has an unlimited timescale or budget for buying traffic, so it’s important that realistic numbers are set and checked.
While you look at your sample sizes, it is worth checking that each version received the share of visitors you planned. If you set a 50/50 split and see 5,400 visitors on one version and 4,600 on the other, something is wrong with the setup, not with your luck. This problem is called a sample ratio mismatch, and a simple chi-squared test confirms it.
A sample ratio mismatch usually comes from the setup, not from the traffic source. Typical causes include a redirect that loses some visitors, a tracking tag that fails to fire on one version, or bot filtering that removes more visits from one group. If the check fails, the results cannot be trusted, and the fix is to find the cause and rerun the test.
Assessing External Factors
Unfortunately, the internet is not a sterile test environment and external factors will probably creep into your results. While using paid traffic can help to minimize this potential statistical pollution, it can’t totally eliminate it.
These factors could include all kinds of things, from seasonal changes in behaviour (people being more open to e-commerce ads around the holidays) to other marketing campaigns that you may be running. Technical issues, such as one page loading slightly slower than the other, may also have a surprisingly large impact on your results. If no one waits long enough to see your test variable, you can’t really test it.
These factors don’t invalidate your results, but they should be carefully considered before you start applying them.
These factors could include all kinds of things, from seasonal changes in behaviour (people being more open to e-commerce ads around the holidays) to other marketing campaigns that you may be running. Technical issues, such as one page loading slightly slower than the other, may also have a surprisingly large impact on your results. If no one waits long enough to see your test variable, you can’t really test it.
These factors don’t invalidate your results, but they should be carefully considered before you start applying them.
Audience Segmentation
While you can pull headline figures from your A/B tests such as “5% more sign-ups”, you can also look at how different groups of visitors responded. This is especially useful with paid traffic, because you chose the audience and your analytics records each visitor’s device, location and traffic source.
The tempting approach is to slice the results by every dimension available, such as device, browser, country, age and gender. The problem is that every slice is another chance for luck to produce a false winner. With 10 segments tested at the 5% threshold, the chance that at least one shows a “significant” difference by luck alone is about 40%, a pitfall known as the multiple comparisons problem. Each slice also holds only part of your sample, so its numbers are less reliable.
It also helps to build segments from your own analytics rather than from ad-network profiles. Profiles built from third-party cookies are incomplete, because several major browsers block those cookies by default and consent banners reduce the visits you can measure.
The practical approach is to name one or two segments before the test starts, and device type is the most useful choice for most landing pages. For example, if you planned a mobile versus desktop comparison and desktop visitors convert far more often on version B, you have a solid finding to act on. Any pattern you spot in a segment you did not plan is a hypothesis for your next test, not a result.
The tempting approach is to slice the results by every dimension available, such as device, browser, country, age and gender. The problem is that every slice is another chance for luck to produce a false winner. With 10 segments tested at the 5% threshold, the chance that at least one shows a “significant” difference by luck alone is about 40%, a pitfall known as the multiple comparisons problem. Each slice also holds only part of your sample, so its numbers are less reliable.
It also helps to build segments from your own analytics rather than from ad-network profiles. Profiles built from third-party cookies are incomplete, because several major browsers block those cookies by default and consent banners reduce the visits you can measure.
The practical approach is to name one or two segments before the test starts, and device type is the most useful choice for most landing pages. For example, if you planned a mobile versus desktop comparison and desktop visitors convert far more often on version B, you have a solid finding to act on. Any pattern you spot in a segment you did not plan is a hypothesis for your next test, not a result.
Accounting for Outliers
Depending on the metric you have chosen, a few unusual results can distort your data. Revenue is the classic case: a single large purchase on version B can make it look like the winner, even if most of its visitors bought nothing at all.
The simplest fix is capping, also called winsorizing. You choose a cutoff, such as the 99th percentile of order values, and replace every value above it with the cutoff value. For example, if 99% of orders are below $400, a $5,000 order counts as $400. Every visitor stays in the data, including those who spent nothing, so you can still compare average revenue per visitor fairly.
Capping works better than trimming, which deletes the top and bottom values. In revenue data, the bottom values are mostly visitors who spent nothing, so deleting them inflates the average and hides the people who did not buy.
Some analysts use the Mann-Whitney U test instead. It pools the results from both pages, ranks them, and checks whether one group tends to produce larger values. It does not need equal group sizes, but it answers a different question from “which page earns more revenue per visitor,” and it struggles when most values are zero. For most landing-page tests, capping and then comparing averages is simpler and closer to the business decision you need to make.
The simplest fix is capping, also called winsorizing. You choose a cutoff, such as the 99th percentile of order values, and replace every value above it with the cutoff value. For example, if 99% of orders are below $400, a $5,000 order counts as $400. Every visitor stays in the data, including those who spent nothing, so you can still compare average revenue per visitor fairly.
Capping works better than trimming, which deletes the top and bottom values. In revenue data, the bottom values are mostly visitors who spent nothing, so deleting them inflates the average and hides the people who did not buy.
Some analysts use the Mann-Whitney U test instead. It pools the results from both pages, ranks them, and checks whether one group tends to produce larger values. It does not need equal group sizes, but it answers a different question from “which page earns more revenue per visitor,” and it struggles when most values are zero. For most landing-page tests, capping and then comparing averages is simpler and closer to the business decision you need to make.
Conclusion: Why You Should Use Paid Traffic For A/B Testing Your Landing Pages
It’s an old truism that there’s always room for improvement, and your landing pages are no exception. While you might be getting great results from your existing pages, you could always be getting more.
A/B testing allows you to try out changes and gather real, solid, statistical information on their impacts before you fully commit. Over the course of a few tests, you can dramatically improve your results without risking mistakes that are hard to reverse.
While you could rely on SEO or some other traffic generation method, using paid ads offers quite a few advantages.
A/B testing allows you to try out changes and gather real, solid, statistical information on their impacts before you fully commit. Over the course of a few tests, you can dramatically improve your results without risking mistakes that are hard to reverse.
While you could rely on SEO or some other traffic generation method, using paid ads offers quite a few advantages.
- You can target the people your site is aimed at by location, device and interests from the first day, so the test reflects the audience you want to win.
- You control the volume, timing and targeting of every visit, so both versions are tested on the same audience under the same conditions. A random split on your own site then keeps the comparison fair.
- Your test can begin almost immediately. Once ads are served, traffic starts to flow quickly, so you reach your planned sample size much sooner than you would by waiting for organic traffic.
- Tagging the campaign with UTM parameters lets you analyse only the visitors who came from your test, so organic, direct and returning visitors do not contaminate the results.
- Control over volume, via your ads platform, means that you can stop the test as soon as you reach your desired number of visitors to each page.
For accurate, controlled A/B experiments that show which changes drive greater conversions, paid traffic is hard to beat.
