Practitioner pattern · Hannah Parvaz (Founder of Aperture, a growth agency selling the paid acquisition, experimentation and product growth work discussed)
Test 4 ad messages on one design, then put the winner in 4 formats
Unknownpaid-socialexperimentation
What they did
Every creative test is one control plus variants that differ in one element. Message test: same design, four different messages vs control. Take the winning message and put it into four design concepts (SMS conversation, iMessage conversation, fake iOS Notes, UGC style, etc.) to see if it holds up. Iterate on the best format with message variations. Repeat continuously; move winners into always-on campaigns and touch those as little as possible.
In their words
Sub Club by RevenueCat · App Optimization Through Experimentation — Hannah Parvaz, Aperture“So if we're testing a messaging test, we will have the exact same design, but with four different messages on there against a control.”
“Once we then find out which message works best, we'll take that one message and put it into four different concepts, like four different design concepts. So that could be like an SMS conversation, an iMessage conversation, that could be like an iOS Notes fake conversation, that could be a UGC style”
“we're putting these into our always-on campaigns and then leaving them, trying to touch them as little as possible.”
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