BACKGROUND
This project covered two separate A/B test frameworks across two clients in the handmade goods and food and beverage spaces. The goal in both cases was to identify which headline framing would drive better performance, and to build a testing rationale that explained not just what to test but what the result would actually mean.
For the handmade leather goods brand, I wrote two Google search headline variants testing values framing against problem and cost framing, with a predicted outcome that accounted for the possibility that CTR and conversion rate could point in different directions and what that would mean for the next test to run.
For the organic meal kit brand, I wrote two social creative variants testing static recipe photography against short-form video, with a rationale for scaling each variant differently depending on whether it wins on CTR or cost per acquisition. The result was a testing framework that treats A/B testing as a strategic decision tool rather than a binary win-lose exercise.
