Separate a creative test from an offer test
By Drizzle team
1 min read
A new video and a new discount launched together cannot tell you which change mattered.
Name the question
Write whether you are testing the visual explanation, the price, or the incentive. Keep the other variables stable where the campaign setup allows.
Label assets clearly
Put the concept and revision in the file name. Preserve the ad destination and product variant for each result.
Record the decision
Compare delivery, visits, purchases, and contribution over an agreed window. If the setup changed unexpectedly, note the result as inconclusive rather than inventing a winner.
A worked example
Suppose a brand replaces a static shoe image with video on the same day it offers 20% off. A purchase increase cannot be assigned to the video. Restore a common offer for a creative comparison, or explicitly treat the change as a combined campaign test. Keep both assets and landing URLs so later reviewers know what customers actually saw.
Decision check
Keep the numerator, denominator, date range, currency, and attribution definition with every reported result. A metric describes one part of the shopper path; compare it with visits, purchases, and order contribution before changing the creative or budget. State what the observation cannot establish.