Why Move Beyond Classic A/B

Traditional A/B tests compare one element at a time. It's useful for single-variable insights but too slow when your application window closes in just 90 days Ruffalo NL’s 2024 Enrollment Benchmarks show that universities running quarterly multivariate tests see 21% higher inquiry-to-applicant conversion.

‍‍

Designing a Three-Axis Creative Matrix for College Ads

We crossed:

• 43 key selling points -  Tuition relief, job placement, transfer-friendly policies, student life, and more
• 3 visual styles - Leveraging bold lifestyle photography, minimalist line art, and Gen Z-native meme culture.
• 2 calls-to-action - “Apply Now” vs. “Learn More”

After brand and compliance review, 214 ads went live, each tagged automatically by Quant so we could pivot results in Looker. 

‍‍

Synchronizing 18 Landing Pages to Campaign Messages

Using Webflow Collection Lists, designers swapped hero copy and images via CSV. Time on page climbed from 41 seconds to 97 seconds - proof that ad and page were speaking the same language.

‍‍

What We Learned in 30 Days

‍Performance surprises came quickly:

• Bold-red “Earn Certifications Faster” ads: CTR increased by 362 %.
• Same ad + testimonial landing page: 3.3× lead rate versus video splash.
• Stock photos missed the mark: 55 % lower engagement. So we retired them.

With these insights quickly digested, the MHTN team is able to continue planning for the next round of insights, to be gleaned in the following 30 days.

‍

‍‍

DIY Checklist for University Marketers

1. Fix spend; let ads compete. Don't add dollars, shift them toward creative winners in real time.
2. ‍Cull the bottom 25% every 72 hours. Momentum matters. Cut the assets that are dragging you down.‍
3. Dig into your data. Topline metrics aren’t enough; set up reporting that reveals what asset combinations are driving performance.‍

‍

Want a free 30-minute audit of your college’s paid media account?
Schedule time with our Quant team
→ Book an audit.