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The Champion vs Challenger Model

In marketing, there should be a continuous process of analysis and improvement and many methodologies are available to implement these kind of strategies.

We often make use of the Champion vs Challenger model to make regular, informed changes across the campaigns that we manage, resulting in steady and controlled growth.

Champion vs Challenger

The Champion vs Challenger method can be simply described as the comparison of two elements to determine which performs most effectively. This straightforward principle can be applied to almost any scenario where two elements can be analysed and compared in a relatively controlled environment.

Conversion Rate Optimisation (CRO) Example

We’ve found the Champion vs Challenger method to be a particularly useful strategy and have applied it to many aspects of our work. For example, Conversion Rate Optimisation (CRO) is a key part of our marketing packages where we perform regular A/B experiments on landing pages.

During these A/B experiments, we will use tools to dynamically serve two versions of a webpage with a single element changed. We then test these changes according to a measurable, desired outcome, such as more clicks of a button or users spending longer on the page. One of these versions will be the current Champion (winner of the previous test) and the other will be the Challenger (suggested change). Traffic to the given page will be split equally between the two versions and when enough data has been collected we’ll analyse the results against the desired outcome so we can determine the winner. The winner then becomes or retains the role of Champion, ready to enter the next experiment.

This ongoing process provides a method to continuously improve aspects of a marketing campaign, from CRO to PPC – there are unlimited applications.


  1. Only compare one element at a time so you can be sure of the results
  2. Keeping things equal makes analysis much easier eg. split traffic 50/50
  3. Make sure your desired outcome is measurable so you can apply your results accurately
  4. Collect enough data so you can make an informed decision
  5. Make small, iterative changes rather than large dramatic “interventions”

Contact Us

If you’d like to learn more about how we manage our marketing campaigns or have any specific questions please contact our team.

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