The Ecommerce Creative Testing System.
How we structure, test, and scale performance creative for ecommerce brands — without guessing.
This is a system, not a one-off campaign.
Why Most Ecommerce Creative Stops Scaling
Most ecommerce brands don’t fail because of bad products. They fail because creative decisions are made emotionally, not systematically.
The Common Issues
- Random creative launches without a hypothesis
- Over-reliance on one "winning" ad
- No feedback loop between performance and creative
- Scaling spend faster than learning velocity
"Creative fatigue isn't a creative problem.
It's a systems problem."
What This System Is — And What It Isn’t
This System IS:
- A structured creative testing framework
- Built around hypotheses, not opinions
- Designed for fast learning and iteration
- Measured against business metrics
This System IS NOT:
- Random ad production
- Trend chasing
- One-off 'viral' attempts
- Design-for-design’s-sake
Creative becomes predictable when learning is intentional.
The Creative Testing Framework
Velocity of learning beats volume of creatives.
Hypothesis
Define what we’re testing and why — problem, promise, objection, or mechanism.
Variants
Produce multiple executions per hypothesis across formats: video, statics, UGC-style.
Testing
Launch with controlled budgets to measure signal, not scale prematurely.
Iteration
Extract learnings, kill losers, double down on winners, and refine angles.
What We Test Inside the System
- 1Hooks and first 3 seconds
- 2Value propositions
- 3Proof types (UGC, demos, stats)
- 4Objection handling
- 5Formats and lengths
- 6Messaging tone
"Every test is tied to a hypothesis and reviewed weekly."
What Success Looks Like
- Faster identification of winning angles
- Reduced creative fatigue
- Clearer messaging that converts consistently
- More confident scaling decisions
- Less wasted spend on guesswork
Who This System Is For
Not for: Brands looking for viral shortcuts, one-off ad requests, or teams unwilling to iterate.