Strategic A/B testing for creative testing
Posted: Sun Apr 20, 2025 4:14 am
Now you know which elements can be tested and how to set up A/B tests. The question remains: What can actually be tested? In this section, we've listed tests that are particularly useful at the beginning to give you an overview of your target audience and the best-performing ads. However, you should generally keep in mind that testing is an ongoing process. Just because the green text worked well three weeks ago doesn't automatically mean it will still work in two months.
Disclaimer: The following tests are based on our experience as an agency. Of course, malaysia mobile phone number data some of the tests may not be suitable for you. But that's okay, because that's exactly what testing is all about: gathering your own experience and finding out what works and what doesn't in your specific case. Ready? Then go!
Copy-Testing
To find out which type of ad copy performs best, you can test different copy against each other. Feel free to experiment a bit. However, there are a few basic rules you should keep in mind. The most important one: Pay close attention to where something is cut off. Many ads are shortened, so after about two lines, the text is tagged with a "read more" tag. Therefore, write the most important thing first so it's visible!
Copy testing options:
short vs. long copy
Pain vs. Gain communication (e.g., “No more drying lipstick?” vs. “Long-lasting and smooth: Lipstick XY”)
With emojis vs. without emojis
Direct address vs. indirect address (e.g. “Do you know this? …” vs. “Finally there is a solution for …”)
CTA
Not only can you test different options with the copy, the CTA button also offers a number of variations that you can try out.
Of course, it makes sense to consider the context of the ad here. In our hypothetical lipstick business, it makes little sense to use the CTA "View menu."
A relatively universal CTA is "Read more." This can be used for both informative and conversion-oriented posts and initially appears less intrusive than a "Buy now" button.
However, the "Learn more" button isn't really specific, and it lacks a call to action. So, you should definitely experiment to see which button works better for your business.
Creatives
Let's move on to the element with arguably the greatest testing potential when it comes to ads: creative. Here, you not only have the opportunity to test images, videos, or carousel ads, but also a great deal of design flexibility.
And that's why we'd like to share with you some of our best practices when it comes to creative testing.
Disclaimer: The following tests are based on our experience as an agency. Of course, malaysia mobile phone number data some of the tests may not be suitable for you. But that's okay, because that's exactly what testing is all about: gathering your own experience and finding out what works and what doesn't in your specific case. Ready? Then go!
Copy-Testing
To find out which type of ad copy performs best, you can test different copy against each other. Feel free to experiment a bit. However, there are a few basic rules you should keep in mind. The most important one: Pay close attention to where something is cut off. Many ads are shortened, so after about two lines, the text is tagged with a "read more" tag. Therefore, write the most important thing first so it's visible!
Copy testing options:
short vs. long copy
Pain vs. Gain communication (e.g., “No more drying lipstick?” vs. “Long-lasting and smooth: Lipstick XY”)
With emojis vs. without emojis
Direct address vs. indirect address (e.g. “Do you know this? …” vs. “Finally there is a solution for …”)
CTA
Not only can you test different options with the copy, the CTA button also offers a number of variations that you can try out.
Of course, it makes sense to consider the context of the ad here. In our hypothetical lipstick business, it makes little sense to use the CTA "View menu."
A relatively universal CTA is "Read more." This can be used for both informative and conversion-oriented posts and initially appears less intrusive than a "Buy now" button.
However, the "Learn more" button isn't really specific, and it lacks a call to action. So, you should definitely experiment to see which button works better for your business.
Creatives
Let's move on to the element with arguably the greatest testing potential when it comes to ads: creative. Here, you not only have the opportunity to test images, videos, or carousel ads, but also a great deal of design flexibility.
And that's why we'd like to share with you some of our best practices when it comes to creative testing.