You can use Forever Link Split Destinations to setup a holdout test within FERMÀT.
What is a FERMÀT holdout test?
A holdout test within FERMÀT utilizes our split destinations functionality to send some traffic to your BAU (business as usual) funnel and the rest to your FERMÀT Funnel.
This test will allow you to always evaluate what you are learning and creating within FERMÀT relative to what you were doing in the past.
🔥 Pro Tip: The BAU destination that you select should be where you send ads to convert on non-specific ads. This is usually an ad that's not directing to a specific PDP. Usually Homepage, Catalog page, or quiz.
Setting up a holdout test
It's always a good idea to have at least one of your FERMÀT Funnels set up as a holdout test. With our Split Destination Forever Links you can create a test that will always show you how your FERMÀT Funnels are comparing to "the old way."
To setup a holdout test you will need:
To create an ad that uses a Forever Link
Or have an established ad that is already using a Forever Link
A FERMÀT Shop
A URL to your business as usual landing page
1. Select the Forever Link you want to have split traffic
Navigate to the Forever Links tab of FERMÀT and select the link that is connected to an established ad.
Click the edit pencil to the right of the link you selected.
2. Setting the destinations
In this edit screen you will select the two different destinations you want this link to split traffic between. This is currently only possible between a FERMÀT Shop and an external URL on your site.
Once you have both destinations set you can decide what the allocation of traffic should be to each. More on this in the strategy section below, but for an ongoing holdout test we recommend 80%-90% of the traffic should point to your FERMÀT Shop.
3. Save and Monitor
Once you save this split destination a new view will become available beside this link. You are now able to view analytics for this link.
These analytics will show you how these destinations are performing relative to one another based on popular efficiency metrics such as: ROAS, CVR, CPA, AOV, and more.
