Creative testing allows you to run multiple creative types against each other to determine what drives users to return to your site and ultimately convert. Creative testing is a great way to isolate which creative elements are providing an incremental lift in performance on your campaigns, so that you can iterate on these insights in future campaigns.
Before you get started, it's important to make sure you have a strong testing plan in place to ensure that your results are statistically significant.
In this article, we'll review the six key elements for building out a successful creative testing plan as well as how to learn more:
- Determining Your Creative Type
- Determining Your Creative Elements
- Determining Your Number of Creatives
- Determining Your Creative Test Length
- Determining Your Audience
- Determining Your Budget
Determining Your Creative Type
For starters, you will need to decide if you want to test video creative or Multi-Touch creative. We advise that you only test one creative type in a single campaign.
For Performance TV campaigns:
- If the goal is to test video creative, you'll want to make sure that you run matching Multi-Touch.
- If the goal is to test Multi-Touch, you'll want to make sure that you run matching video creatives.
Determining Your Creative Elements
After choosing your creative type, you will then need to figure out what creative elements you want to test. For the most accurate results, we recommend test against only one creative element. Testing more than one element at a time can be tricky, as you will not be able to confirm what truly impacted performance.
For Multi-Touch Creative, you can test the following variables:
- Static Creative vs. Dynamic Creative
- Product Visuals vs. Lifestyle Visuals
- Single Scene vs. Product Carousel
- Promotional Messaging vs. Evergreen Messaging
- Call to Action (e.g. Buy Now vs. Learn More)
- Element Colors (e.g. blue logo vs. green logo)
- Destination URL
For Video Creative, you can test the following variables:
- Product Description
- Product Type
- Product vs. Lifestyle Visuals
- Promotional Messaging
- Call to Action
- Background, Location, or Setting of Video
- Amount of Text used within the video
Determining Your Number of Creatives
Once you've chosen the creative elements you want to test against, you'll then need to decide how many variations you want to test. Our general recommendation is to test no more than 4 creatives at a time.
- If you choose to run 2 creatives, you can utilize our A/B Testing feature.
- If you choose to run 3 or more creatives, you can utilize our Multivariate Testing feature.
Determining Your Creative Test Length
Our best practice is to run your test for a minimum of 30 days. This time frame should provide enough time to factor in both your attribution window and conversion window to provide the fullest picture of performance, as well as factor in the time required for our systems to optimize your campaign.
If you have a longer purchase cycle, we recommend testing for up to 60 or 90 days.
Determining Your Audience
When it comes to audiences, bigger is always better, as it gives you a wider reach on your campaign. Additionally, the larger the audience, the larger the capability of collecting statistically significant data.
Here are some of our best practices:
- Keep your audience as large as possible to guarantee your reach on the campaign.
- For Retargeting, we recommend targeting at least 100,000-150,000 users.
- We recommend running with an audience that you already know performs well, so that you don't run into any unexpected performance issues during the campaign's run.
- For Retargeting, that could be a 2+ Page View audience
- For Prospecting, that could be targeting your In-Market audience
Determining Your Budget
Keep in mind that budgets are set on an individual campaign basis. So, if you're adding a new campaign to run a creative test, you'll want to be sure to allocate additional budget to this new creative test or carve budget away from a current live campaign.
To determine the best budget for your campaign, be sure to partner with your assigned Customer Success Manager who can help provide a recommendation.
Below are more articles to learn more about creative testing.