How a Growth Manager Tests with Intelligems

You're responsible for turning ad spend into revenue. CAC, ROAS, conversion rate by channel... these are your metrics. But most growth strategies optimize the ad side while leaving the landing experience to guesswork.

What happens after the click matters as much as the click itself. Does your landing page match what your ad promised? Are you sending Meta traffic to the same experience as TikTok traffic? When CAC rises, is it the ads or the site that's the problem?

Testing gives you the answers. Here's how growth managers are using Intelligems to find them.

Test Ad-to-Site Congruency

The most common (and fixable) reason paid traffic doesn't convert is a lack of congruency. Your ad says one thing, your landing page says another.

What to test:

• Headline matching: Does your landing page headline echo your ad hook?

• Visual continuity: Same product imagery, same model, same aesthetic

• Offer visibility: If your ad leads with "20% off," is the discount code front and center?

The 3-second test: Can a visitor tell within three seconds that they're in the right place for what they clicked?

Segment Experiences by Traffic Source

Meta traffic behaves differently than Google traffic. TikTok visitors have different expectations than email subscribers. Treating them all the same ignores what your data is already telling you.

Test source-specific experiences:

• Different landing pages for different channels

• Adjusted messaging based on where visitors came from

• Offer variations by traffic source (new customer discount for paid, loyalty reward for email)

Use UTM parameters to connect specific ads to specific experiences. Traffic from Ad A sees Experience A. Traffic from Ad B sees Experience B.

Find Your Minimum Effective Discount

Growth teams often default to aggressive discounts to hit acquisition targets. But over-discounting damages more than margin — it trains customers to wait for sales.

Test to find your Minimum Effective Discount (MED):

• If you're running 25% off, test whether 15% converts just as well

• If you're offering $20 off, test $15 off

• Compare first-purchase offers: percentage discount vs. free shipping vs. gift with purchase

The goal isn't maximum new customers. It's maximum profitable new customers. Track profit per visitor by acquisition channel.

Test Landing Page Destinations

Where should you send paid traffic? Homepage, collection page, product page, dedicated landing page — each has trade-offs.

Options to test:

• PDP vs. Collection: Single product focus vs. browsing options

• Landing page vs. Homepage: Focused message vs. full site navigation

• Custom landing page by ad creative: Match the landing to the specific hook

The right answer depends on your product and your customer. A high-ticket brand might need a dedicated landing page that builds trust. A consumable brand might convert better on a collection page where customers can explore flavors.

Your Data Points the Way

Growth testing is fundamentally about understanding what happens after the click, not just optimizing for the click itself. Here's what to watch:

• Conversion rate by traffic source: Which channels drive buyers, not just visitors?

• Profit per visitor by campaign: Which ads drive profitable customers?

• Landing page performance by ad type: Does testimonial creative need testimonial landing pages?

• Discount sensitivity by channel: Do some channels convert at full price while others need offers?

The answers are in your data. Testing reveals them.

The IntelliJAMS team discusses why "congruency is king" and how matching your ads to your landing experience changes conversion rates.