Why Test & Learn?
Reduce guesswork
Replace opinions with evidence and build stakeholder confidence.
Adapt faster
Markets shift; testing gives live feedback to pivot quickly.
Innovate safely
Try bold ideas in controlled experiments while protecting performance.
Test-and-Learn Framework
Repeatable process
Compare against controls to find what truly works.
Structured flexibility
Rigour + room to explore new concepts.
Informed decisions
Insights shape creative, targeting, channels, and budgets.
Continuous improvement
Each test feeds the next to compound gains.
Core Elements of a Strong Test Plan
- Clear hypothesis: “Benefit-focused headline will lift CTR 15%.”
- Defined success metrics: primary + secondary tied to business goals.
- Control group: randomised, consistent conditions to isolate impact.
- Timeframe & scale: sample size, duration, and budget set up-front.
What You Can Test
Creative
Headlines, images, CTAs, tone, length.
Audiences
Demographic vs behavioural, lookalikes, retargeting windows.
Channels & Formats
Meta vs TikTok, YouTube vs BVOD, static vs video, carousels, stories.
Budget & Bidding
Spend weighting, dayparting, bid strategies, frequency caps.
Start Small (but Disciplined)
- Test one variable at a time.
- Allocate ~10–20% of budget (new channels 5–10%).
- Look for clear signals; don’t chase perfect stats before acting.
- Document hypothesis, method, and outcomes every time.
A/B vs Multi-Cell
A/B
Simple, quick, one variable; ideal for headlines, CTAs, layouts.
Multi-cell
Test combinations (creative × audience × placement) to find winning mixes; needs more volume/time.
How Long to Run Tests
- Min 7–10 days to capture weekday/weekend cycles.
- Allow platform learning phase to stabilise (≈3–5 days).
- End on consistent weekdays for apples-to-apples reads.
- Aim for statistical confidence appropriate to the decision.
Metrics by Funnel Stage
Early (Awareness)
CTR, thumb-stop, bounce, reach, impressions.
Mid (Engagement)
Time on site, pages/session, scroll depth, VCR.
Bottom (Conversion)
CPL, CVR, ROAS, CAC, AOV.
Avoiding False Positives
- Don’t call it early — get enough impressions/conversions.
- Prevent audience overlap between cells.
- Note external factors (seasonality, news, competitor moves).
- Use appropriate confidence thresholds; validate big wins with repeat tests.
Interpreting Results
- Signal vs noise: consistent patterns across metrics?
- Significance: is the lift meaningful and reliable?
- Consistency: holds across audiences/formats?
- Context & actionability: what will you change next?
Applying Learnings
Scale up
Roll out validated winners with a roadmap and monitoring.
Apply broadly
Port insights to adjacent channels/segments; validate with A/A/B when needed.
Document
Maintain a searchable playbook of tests, results, and business impact.
Build a Test-and-Learn Culture
- Make testing a team habit (sprint cadence, quarterly reviews).
- Share results, even neutral ones — they prevent repeats.
- Reward curiosity, not just wins.
- Start with low-risk, high-learning tests to build momentum.
Example: Testing Video Intros
Variant B (person-to-camera) beat a fast-paced animated intro with a 25% higher VTR and 18% more engagement, so the format was standardised going forward.
Example: Landing Page Test
Cutting to 5 essential fields + a short explainer video drove +35% leads, +42% completion rate, and 2.5× ROI vs a text-heavy form page.
How KBR Supports Test-and-Learn
Frameworks & execution
Always-on A/B pipelines, DCO, and cross-channel test design.
Analysis & enablement
Statistical reads, dashboards, stakeholder reporting, and education.
Roadmaps
Custom testing plans aligned to your objectives and KPIs.
Ready to Turn Testing into an Advantage?
We’ll design a test roadmap, implement clean experiments, and turn results into performance gains.