What is creative testing, and why is it important?
Creative testing is all about predicting how creative assets will perform. It helps you understand what your audiences think about the creative work before it goes live – providing you with a deep understanding of what will and won’t work.
Creative testing can also be used to split-test different creative options to understand which ones deliver the strongest performance and ultimately help save time and money. It aids decision-making and allows you to ‘try before you buy.’ Put simply, it takes the guesswork out of the process.
What is creative testing, and why is it important?
Creative testing is all about predicting how creative assets will perform. It helps you understand what your audiences think about the creative work before it goes live – providing you with a deep understanding of what will and won’t work.
Creative testing can also be used to split-test different creative options to understand which ones deliver the strongest performance and ultimately help save time and money. It aids decision-making and allows you to ‘try before you buy.’ Put simply, it takes the guesswork out of the process.
The benefits of creative testing
Optimised performance. You’ll know which creative elements are driving engagement, clicks and conversions.
Data-driven decisions. Rather than relying on ‘gut feeling’, use statistics to drive creative choices.
Reduced costs. Stronger creative work means better ROI and less waste.
A competitive advantage, because you’ll develop campaigns that really resonate.
Our approach:
We have a wide range of tools and methodologies to play with when it comes to creative testing. Here are some of the elements we’d use to build your bespoke testing.
Gamification
Incorporating interactive game mechanics, we’d encourage users to explore the visuals and provide invaluable feedback.
Heatmaps
We use these to visualise exactly what is grabbing your audience’s attention.
Hotspots
This is where we pinpoint the creative elements that are getting the most positive reaction and telling your story the best.
A/B testing
We compare creative variants to get a clearer picture of what’s really working.
Measurement
Our measurement goes beyond mere preference. We measure everything from message effectiveness, memorability and clarity to emotional response and brand perception.
As Consultancy and Insight Lead, Vicky leads our team of 15 consultants and strategists with expertise in areas including marketing, brand, creative, market research and data science. As a Higher Education specialist, Vicky delivers and implements effective and innovative strategic solutions to overcome marketing and recruitment challenges for our university clients.
James Coyle
As Lead Client Partner, James brings more than 14 years of employer marketing expertise to help clients turn big challenges into strategies that truly deliver.
Sarah Sturgess
As our Chair & Managing Director, Sarah has shaped SMRS into the organisation it is today - and has helped employers around the world create better environments for their people.
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