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How testing works

A winner on every channel.

Meta, Reels, email and your landing page each get their own test, so each one can find its own winner.

Tests shaped for each channel

Each channel gets the test that suits it.

Meta feed tests hook, angle and persona on 1:1 and 4:5. Reels and TikTok test the first two seconds on 9:16. Email tests subject, preview and hero. The landing page tests the hero and the offer, with the message matched to the ad. The cards are FUNC samples, tagged the way CTRL tags a test.

  • Meta feed

    1:1 and 4:5

    Hook, angle and persona, on the static sizes the feed runs.

    KeepersOutcomePain pointBold claim

  • Reels and TikTok

    9:16

    The first two seconds, the format and the creator voice.

    KeepersDeskSelfieGym

  • Carousel

    1:1 × 5

    One idea a panel, from the opening through to the catalogue.

    EducationHow we vetCatalogue close

  • UGC and cutouts

    1:1

    Creator stills and product cutouts, tagged the same way as the feed.

    Creator captionProduct heroTrust

  • Email

    Subject, preview, hero

    Subject lines and preview text, with the hero matched to the ad.

    KeepersSubjectPreviewHero

  • Landing page

    Hero and offer

    The hero repeats the feed hook. Offer and benefit tests sit on the same page.

    KeepersHeroMessage matched
Ads, page and email as one system

Winners carry through to the page and the inbox.

The landing page and the flows run their own tests: heroes and offers on the page, subject lines and heroes in email. When a feed keeper lands, CTRL matches the page to its hook and drafts the flows around the same angle. The same promise runs from the first scroll to the second order.

Meta feed keeper

4:5 · feed
  1. 1Hook. “Your 8am, sorted.” An outcome angle, tested against pain and objection lines.
  2. 2Persona. Supplement-curious adults who are tired of guessing what to take.
  3. 3Next. Page heroes and the Welcome 1 subject were tested against this hook, and both stayed in the portfolio.

Landing page

Hero and offer
FUNC sample landing page. The hero uses the feed hook, Your 8am, sorted.
Sample tiers
  • Ritual
  • Daily
  • Stack

Bundle page, message-matched to the feed hook. Tiers and the button are samples.

Email flows

Subject, preview, hero

  • Welcome 1. Brand story with the feed hook

  • Offer note. A sample offer, drafted only

  • Campaign note. A sample bundle, drafted only

Drafted into Klaviyo. Approval mode or auto mode, inside the limits you set.

FUNC sample creatives for this board, from FUNC's brand kit. FUNC is a sample here, and every metric on this board is a sample.