“What I've done in the past is I've literally tested very similar like visuals with different messaging overlay on them and different messaging in the text and then tested those against each other first on like the job to be done level with a more general like image that isn't skewing people too much in one direction or another.”

Test JTBD Messaging in Meta Ads Before Embedding It Into the App

Before wiring a JTBD angle into onboarding, paywalls, or push notifications, run it cheaply in Meta first. Use the same neutral visual with only the copy varying — that isolates messaging signal from creative signal. Daphne treats ads as a fast, low-risk messaging lab rather than a pure acquisition channel, then graduates winning messages into the product.