Most teams run a headline A/B test and call it a day. But when you’re ready to go deeper, you need layered insight testing—not just binary results.
Layered testing means:
- Evaluating performance across segments (audience behavior, timing, placement)
- Combining creative variables with targeting shifts.
- Tracking engagement depth, not just click-through rate
Better Testing Starts with Better Questions
Ask:
- Which version worked best for first-time vs. returning users?
- What time of day drove the most saves vs. shares?
- Did copy variation A work better in paid vs. organic placements?
Creative briefing that leads to smarter testing
What to Test (Beyond Just Headlines)
- Offer framing (urgency vs. value)
- Visual tone (user-generated vs. polished)
- CTA placement (mid vs. end)
Example
A boutique skincare brand tested the same offer two ways:
- “Get glowing skin by the weekend” (benefit-led)
- “25% off your glow-up kit” (deal-led)
They discovered the benefit-led copy drove more saves and shares among younger users, while the deal-led version performed better in SMS retargeting. Insight: channel and mindset both matter.
Final Thought
Don’t just test what’s easy—test what’s meaningful. The more layers you explore, the more actionable your insights become.
