intermediate
3 min read
Sequential Testing Framework
Building tests that inform each other
Build tests that inform each other:
• • •
Sequential Testing Example
Test 1: Message angle
Winner: Cost savings messaging
Test 2: Cost savings specificity
Winner: "40% lower fees" vs. "Lower fees"
Test 3: Proof element
Winner: "40% lower fees" vs. "40% lower fees on average across 10K swaps"
Test 4: Visual treatment
Winner: Fee comparison chart vs. text-only
• • •
Each test narrows in on the optimal approach. After 4 tests, you have a far superior campaign.