We test in batches
of four

The testing schedule

Four angles live.
New ads three times a week.

Four angles run side by side, four iterations each. Three times a week the winners get fresh variants and the flat ones come down. At the end of the week the weakest angle drops out and the next one takes its place.

• Four angles, always liveDifferent reasons to buy, tested against each other instead of one at a time.
• New ads three times a weekMon, Wed, Fri. Winners get fresh variants, flat ones come down the same day.
• One angle out, one inThe weakest angle is replaced every week, so the pool keeps getting stronger.