One of the most essential subjects in user acquisition is Creative Testing and Optimization. Advertising would be incredibly tough without excellent creatives and ads. It’s difficult to forecast which creatives will produce the best outcomes for your company; marketers must test, analyze, and iterate constantly to get it right.
Creative Testing and Optimization
Here are some of our best creative testing and optimization strategies for executing innovative testing and optimization on a shoestring budget.
1. Test Hypotheses, Not Ads
When creating a creative A/B test, the first question to consider is: What hypothesis do we want to test?
The following are some examples of hypotheses to test:
- Value Proposition (for example, a 10% discount vs. a $25 discount)
- Image (ex. red car vs. blue car)
- Tagline (For example, “Just do it” vs. “Do it”)
- Multi-Frame vs. Single-Frame
- Each test should allow you to respond to a specific question, such as “do my customers prefer a 10% discount or a $25 discount?”
Also Reads: How To Develop A Digital Product Through A Hypothesis Generation Design
2. Test Large Changes before Small Changes
Large changes should be tried first because they produce significant differences in performance, therefore you want to identify and apply these learning early.
Smaller changes, like the color of the CTA button, are less likely to perform differently for different audience segments than larger changes, such as the value proposition and picture. As a result, breaking down
your A/B test results by audience segment can help you figure out which tagline or image resonates with which segments, which can help you design a creative decision tree.
Also reads: Maximize Conversion By Landing Page A/B Testing
3. Make it Meaningful
We understand – your creative team has been staring at that ad at 400 percent zoom, adjusting things pixel by pixel until everything appears just right, and then someone asks, “Should we say ‘Call Us Today’ or ‘Call Us Now?” and a test is born. Which call to action is most likely to convert? So they double their creative outputs, send them to your media staff, and wait for feedback.
However, the issue is that your audience is simply not paying attention. Indeed, Facebook predicts that people scroll through your ad in 1.7 seconds on mobile and 2.5 seconds on desktop, so minor changes in wording are unlikely to be seen.
Effective testing is based on big changes rather than minute ones. Illustration vs. a photograph. It’s a man vs. a woman battle. Red vs. blue. The outside vs. the interior. These more significant changes that can be caught in real-time are considerably more likely to have a different impact on an audience.
Bottom Line of creative optimization
Media insights can assist inform marketing strategy and developing more effective campaigns in the future by Creative Testing and Optimization and employing the right indicators. Cutting corners, however, exposes you to the risk of making decisions based on irrelevant – and often random – numbers.
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