Practitioner pattern · Daphne Tideman (Sells growth consulting built around jobs-to-be-done research)
Run the same image with different job-focused text as Meta ads to pick your message
Big click-through differences between angles; winners then rolled into app messaging
Workedpaid-socialexperimentationpositioning-niche
What they did
Narrow down jobs to be done (from interviews with high-spending users, competitor angle analysis). Run Meta ads with very similar, fairly neutral visuals but different messaging overlays and ad text, one per job. Then test framings: pains, gains/benefits, the literal job, or the situation. Judge on cost per trial if budget and data allow; otherwise on click-through rate, and confirm CTR winners elsewhere (email, push, five-second tests on UsabilityHub asking which message people prefer and why). Only once an angle wins consistently, work it step by step into the app store page, onboarding and in-app copy.
What happened
Guest says the differences in click-through rate between job-to-be-done angles are large, even on a visual platform.
In their words
Sub Club by RevenueCat · Boost Conversion and Retention with Jobs to Be Done — Daphne Tideman, Growth Advisor“I've literally tested very similar visuals with different messaging overlay on them and different messaging in the text and then tested those against each other first on the job to be done level”
“"Meta is so visual," but it's insane the differences I've seen in the click-through rates just with these different jobs to be done.”
“if they have enough data and the cost per trial for example is low enough, then we can do it based on that. That's the ideal.”
Related topics
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