Case Study Signal
From creative guesswork to a testing machine.
An ecommerce brand moved from random launches to a disciplined creative testing system tied to conversion.
Company Type
DTC Ecommerce Brand
Stage
Scaling Paid Acquisition
Primary Constraint
Creative fatigue + inconsistent conversion.
GoalBuild a repeatable system for testing and scaling winning creative.
What Was Broken
- Creative was launched without hypotheses
- No consistent testing structure
- Messaging changed too often
- Product pages didn’t match ad promise
- Learnings weren’t captured or reused
What We Changed (System Moves)
- Implemented a hypothesis-based testing framework
- Built a repeatable creative iteration pipeline
- Aligned ad messaging → landing page narrative
- Set a weekly review cadence and decision rules
- Cleaned tracking signals for better creative decisions
Artifacts Delivered
Angle library + hypothesis bank
Hook framework and testing matrix
Creative briefing template
Weekly performance review format
Landing page messaging checklist
Creative Testing Log
Active Round: 14
Hook/Angle
Format
Proof Mechanism
CTR Signal
Action
Us vs Them
UGC Split
Side-by-side
LOW
KILL
Founder Story
Selfie Video
Vulnerability
AVG
ITERATE
Cost Per Wear
Static Graphic
Math Breakdown
HIGH
SCALE
Gift Unboxing
ASMR Video
Social Proof
HIGH
SCALE
Feature Highlight
Carousel
Macro Shots
LOW
KILL
Problem Agitation
Text Overlay
User Comment
AVG
ITERATE
Creative Testing Matrix
A simple grid to test one variable at a time and compound learnings.
Angle Library
A living library of winning angles, objections, and proof types.
Angle Library
Total Angles: 142Logic
Price Justification
Win Rate: High
Benefit
Speed of Result
Win Rate: High
Trust
Social Proof
Win Rate: High
Comparisons
Competitor Split
Win Rate: High
Narrative
Founder Story
Win Rate: High
Mechanism
The 'Unlock'
Win Rate: High
Weekly Review Board
AS
JD
MK
Kill / Pause
3Creative A (Fatigue)
Angle C (Low CTR)
Lander B (Bounce)
+ Add Card
Iterate / Test
3Hook Variation 2
Formatting Test
Short vs Long Copy
+ Add Card
Scale / Double Down
3Cost Per Wear (Winner)
UGC Unboxing (v3)
Offer Bundle
+ Add Card
Weekly Creative Review
A decision screen for what to kill, iterate, and scale.
The New Operating Rhythm
Weekly Cadence
- Review learnings, kill losers, double down on winners
- Create the next set of hypothesis-driven variants
- Update messaging consistency across ad + page
Monthly Cadence
- Refresh top angles and expand into new ones
Why It Worked