The power of a testing roadmap

Purelei is a brand that sells jewelry, beauty, and lifestyle products. The brand was inspired by Hawaii and the “Aloha Way of Life”.

Previously, Purelei lived from launch to launch. It was like a game of chance. While the brand was successful, the sheer number of launches required an incredible amount of effort. Furthermore, there was a lack of predictability and scalability.

Our testing roadmap consisted of three steps: angle testing, hook testing, and format testing.‍
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Angle testing:
Angle testing focuses on the overarching main message and communication of the creative. Which approach resonates best with users and is most persuasive?
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1. Aesthetics with a focus on the product: For jewelry and lifestyle products, the primary focus is naturally on aesthetics. What do the products look like when worn? For which occasions can specific pieces be worn, etc.
2. Offers and discounts: Are users more likely to buy if there is a special offer or a discount code?
3. Layering: Currently a major trend: layering. This means wearing multiple necklaces together to create a specific look.
4. Durability and water resistance: The most beautiful jewelry is useless if it doesn't last.
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Theaesthetics with a focus on the productsperformed best here. Surprisingly, even better than offers and discounts. We therefore focused on this angle. In addition to angle testing, hook and format testing were also conducted.
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Hook testing:
Which hook captures the (qualitative) attention of users? For a video ad, this refers to the first 3 to 5 seconds that catch the user and prevent them from scrolling past.

For Purelei, we tested UGC ads with 5 different hooks against each other:
1. Secret: “Have you heard?...”
2. Girly scream
3. Summer look: “I’ve already found my perfect summer look…”
4. Eye-catcher: Focus on products, creative video sequences
5. Mood: Conveying summer vibes

By looking at the stop-scroll rate, we can determine which hook works best.
In fact, it quickly became clear that an extreme focus on the product and the aesthetics angle worked better than any hook. No classic hook was able to truly stand out.
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Format testing:
Which format conveys the communication best? For example, these four formats can be tested against each other:
1. Static creative
2. Product video
3. UGC pitch
4. UGC voiceover
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To achieve predictable and stable results with just one campaign, the motto is:test, test, test. A testing roadmap is one of the best approaches to ensure long-term success. Depending on the brand, dozens of different angles, hooks, formats, and more can be tested against each other.

We built our creatives based on the results of our tests. We now focus heavily on the products in our creatives and pay close attention to the aesthetics. We also use labels and prices directly in the product close-ups. In combination with carousels to showcase the large product selection, these are our strongest ads for Purelei.

CTR (Click-Through Rate) uplift of 45%
By specifically deploying creatives with the best-performing angles, hooks, and formats, we were able to achieve anincrease of 45%.
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CPO (Cost per Order) uplift of 25%
Through a better understanding of the audience and high diversification in creative selection, lower conversion costs can be achieved in the long term.
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ROAS of 3
Our evergreen campaign is still one of our most successful and continues to deliver stable, predictable results! This only works through an overarching strategy that provides us with an overview. This allows us to continuously drive the optimization of our communication.