When should you iterate? And when should you test net new creative concepts?
The simple answer for me, is when you hit a point of diminishing returns with iterations, shake the etch a sketch, and start over with net new concepts
The first round of headline testing increased CVR by 27%
The next round, we iterated on the winners, and increased CVR by 11%
The next round, we iterated again and only increased CVR by 2%
It’s time to start the cycle over
This episode is sponsored by intelligems.io - the best way I know how to run tests like I show in this episode.
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