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Planning experiments

Rokt creative experiments are controlled A/B/n tests using two or more creatives. Before you start testing, you need to decide what elements of the creative you’re testing and the resulting change you expect to observe.

What elements should I experiment with?#

All elements of a creative, including image, copy, and call-to-action text, can be tested. However, not all elements are created equal, and some may prove more valuable than others. We recommend testing the elements that will likely have the biggest impact on your end result (like conversion rates or referral rates). Historically, we have seen the most impact for creative experiments come from varying levers like promotion value, landing page design, and the copy of your call to action.

To maximize the effectiveness of your experimentation program, you need a good hypothesis that clarifies the problem you are trying to solve, focuses your experiment, and gives a measure of success. A good hypothesis seeks to understand and challenge customer behavior, describes the changes you are making, and identifies your main success metric. Below is a list of elements you can test, and the types of pointed hypotheses that you might test.

ElementExampleExample hypothesis
COPYEmotive vs. descriptive text, short & sharp sentences vs. long-form, etc.Copy that is short and concise will resonate better with customers and increase engagement.
PROMOTION / OFFERDiscount codes, coupons, free trials, etc.Offering a free trial instead of a discount will incentivize more customers to sign up for a monthly subscription.
CALL TO ACTIONYes please, Claim now, Email coupon, etc.An Email coupon CTA will improve consent and result in more qualified leads.
LANDING PAGEDesign (e.g., background color, page layout, use of images, navigation options, etc.)Preventing customers from navigating away from the page by removing the top nav will improve conversion rate.
Copy (e.g., long-form, bullet points, testimonials, etc.)Sharing testimonials will strengthen interest and prompt customers to purchase.
Call to action (e.g., placement, copy, size)Increasing the size and visibility of the call to action will result in more conversions.
Form fields (e.g., number of fields)Reducing the number of form fields will lessen friction and improve conversion rate.
LOGOLogo (e.g., changing the logo image)Displaying a logo will strengthen brand recognition and increase offer engagement.
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