Creative testing
Articles on creative testing for ecommerce agencies.
Shopify
Google Ads
WordPress
Slack
Stock photos and example labels, not customers.
In this section
A weekly creative review template
A creative review should end with a decision for each asset. This template keeps the meeting short and the decisions written down.
5 min read→ Templates and checklists
A weekly creative fatigue check
A ten minute check each week costs less than finding out about a worn out ad after a bad month.
4 min read→ Templates and checklists
A creative test brief template
Most failed creative tests were never really tests. Nobody wrote down what would count as a win before the ads went live.
5 min read→ Templates and checklists
A post mortem template for creative tests
A test that is not written up gets repeated a year later by someone who was never told it had already failed.
4 min read→ GuidesA creative test budget, worked through with made-up numbers
The arithmetic is simple. The discipline is deciding the rules before the first euro is spent.
4 min read→ Templates and checklists
A creative library audit checklist
Libraries decay quietly. A quarterly audit keeps the approved final easy to find and the expired rights out of live ads.
3 min read→ Guides
How to build a hook library for ad creative tests
Most teams rewrite their openings from scratch every month. A hook library turns each test into something the next brief can use.
5 min read→ Guides
How to brief a video editor for ad variants
A good editor can turn out many versions in a day. Without a brief, those versions test many things at once and teach nothing.
5 min read→ Templates and checklists
A creative backlog template for agency teams
Ideas kept in chat threads get lost. A backlog with fixed columns shows what is queued, what is in test and what was already tried.
4 min read→ Templates and checklists
A one page creative brief template for ad production
A brief that runs to ten pages gets skimmed. One page with a single message gets a draft that can be judged.
4 min read→ Templates and checklistsA UGC brief template for creators and client content
A creator who does not know which claims are allowed will guess. A brief with the limits written down gets content the client can approve.
4 min read→ Guides
How to write ad copy variants that test one thing at a time
A variant that changes the headline, the offer and the picture at once cannot tell you which change worked. Good variants change one thing and say what it is.
4 min read→ GuidesHow to decide what to test next in ad creative
Most teams have more test ideas than budget. A short scoring habit turns a long list into one test that is worth running this month.
4 min read→ GuidesWhat to do with a losing ad creative
A losing creative is not automatically a bad creative. Check whether the test was fair before you pause it, and write the reason down either way.
4 min read→ GuidesHow many ad creatives to launch at once
Launching more creatives gives more ideas at once, but it also splits the budget. The right number comes from the budget, not from the length of the idea list.
4 min read→ Guides
How to keep a creative learnings log that people use
Creative tests teach a team a lot, then the lessons fade when people change. A log with a fixed format keeps each lesson where the next person will look.
4 min read→
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