“if we're testing a messaging test we will have the exact same design but with four different messages on there against a control which one of these messages will be our control once we then find out which message works best we'll take that one message and put it into four different concepts.”

Test Message First, Then Test Format — One Variable at a Time

Hannah runs creative tests in two phases: first, take one design and test four different messages against a control to find the winning message. Then take that winning message and test it across four completely different creative formats (UGC, iMessage mock, notes-style, etc.). This isolates variables and prevents conflating message performance with format performance — a common mistake that wastes budget and produces ambiguous results.