Instructions

Use this matrix to plan, track, and analyze your creative tests.

Each row is a creative variable (e.g. headline, visual type), and each column represents a different variant.

You can use this to:

Creative Testing Grid

Component Variant A Variant B Variant C Notes / Outcome
Hook / Headline “Reclaim 5 hours/week with async” “Ditch daily meetings for good” “Your team deserves fewer Zoom calls” B performed best on CTR
Visual Type Product-in-use photo Illustrated workflow graphic Founder testimonial video Video had highest engagement
CTA Copy “Start free trial” “See it in action” “Try it today” A and C tied, B underperformed
Format Static image Short-form video Carousel Carousel saw best add-to-cart rate
Offer / Promo 14-day trial Limited-time discount Free template pack C had best conversion-to-signup ratio

✅ You can swap out rows or columns depending on your campaign (e.g. platform, persona, product line)

Test Planning Table

Test Name Platform Goal Metric Test Type Start Date End Date Result Next Action
Hook test v1 Meta CTR A/B Aug 12 Aug 19 Variant B won (+28%) Expand to 3 personas
Visual type test LinkedIn CPC Multivariate Aug 20 Aug 27 Inconclusive Re-run with new audience
CTA copy stress test Google Search Conversion Rate A/B Aug 15 Aug 22 Variant A outperformed Apply to all ad groups

Optional Layer: Results Tracker by Campaign

Campaign Winning Hook Top Visual Best CTA CTR (%) CPC ($) Conv. Rate (%)
Async Launch Q3 “Ditch daily meetings” Product-in-use photo “Try it today” 2.1% $1.92 6.4%
Remote Team Bundle “Reclaim 5 hours/week” Workflow graphic “Start free trial” 1.4% $2.40 4.7%

Best Practices