Most creative tests fail before they start: too many variables, too little budget and no rule for when to stop. A lean structure fixes all three.
Test in the right order
- Concepts first: the big idea and angle.
- Hooks second: the first one to three seconds.
- Formats last: static, video, UGC or carousel.
Set the rules before launch
Give each test a fixed budget and a fixed decision date. Judge on hook rate and cost per result, not click-through rate alone.
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