Creative Testing is a way to compare two or more finished adverts, creative assets or campaign ideas, and identify which one is best at driving the desired results with the right customers. A/B tests can be run to optimise several marketing assets, and with the ability to add an image, video or audio clip to each question, creative testing in the Attest dashboard is easy and accurate.

To put it simply, the goal is to make sure that only the best content reaches your consumers. Creative testing allows you to ask for feedback on creative pieces so that they can be improved and iterated, whether you are aiming to heighten awareness, drive conversion or to amplify reputation. Giving you important insights that you can use to take immediate action, and learnings to take into future projects 

If you want to test multiple assets with separate audiences for each, you can use the monadic method. This means dividing your audience into as many groups as the number of assets you have. If you have two assets divide the audience in half, with three divide into thirds, and so on. Each group - which is still internally representative of your target audience -  receives a separate survey and a separate creative asset. 

See here for more information on Monadic Testing

The second option is to use sequential testing. This means that your audience remains whole. Each member of that audience sees all of your assets one after the other. This way they can directly compare and contrast the assets, perhaps being asked to choose their favourite. This requires just one survey and a smaller total sample size.

You can minimise order bias in your sequential test by randomising question order. You can choose whether to randomise individual questions, or whether to group questions together and then randomise between the groups - this is especially useful for creative testing as you can display a series of creatives grouped together with follow up questions, and randomise between the groups without randomising questions within each group.

Randomise questions and or groups in the left-hand card list by selecting Randomise and then selecting the items you wish to randomise. Survey respondents will not be able to see that questions or groups have been randomised, but you can be sure your results are free from order bias (which can be caused if respondents are influenced by earlier creatives when giving their opinions of later ones).

Launching an advert into the public domain that isn’t tested and backed up by data means taking a very large gamble, which could cost you reputation, customer loyalty and put a large chunk of your marketing budget at risk. Running creative tests reduces the risk of publishing unsuccessful adverts. 

 It also allows you to discover honest opinions without biases getting in the way. The data you collect is accurately representative of what your audience think about your campaign, so you can spring to action and ensure that only the best content is being put out into the world to represent your brand. 

 Once the results come through, you can use the data you have collected for concept validation, whittling down creative options, finding the best mediums (e.g. whether your advert is best received on social media or TV) testing personalisation, and spotting fatigue in live campaigns. Use your results to make sure that all the campaigns you put out are relevant and drive repeatable growth. To learn more about how to navigate the results dashboard click here. 

 Simply log in to the Attest dashboard and go to ‘My Surveys.’ Then click ‘Create a new survey’ and start asking questions! 

 Have a look at our creative testing example surveys to get some inspiration before you run your first test. 

 If you have any queries, please don’t hesitate to get in touch with our Client Experience team!