The Paid Ads Playbook.
Landing pages, creative, UGC and testing — what to build, what to test, and how to read the results.
How long should an A/B test run? A practical guide for ecommerce
Set the sample size before you launch, run whole weeks, and don't stop the moment a result looks significant. Here's how to time an ecommerce test, and what to do when traffic is thin.
What to test first on a landing page when traffic is limited
Small tweaks need huge samples to prove anything. With a few thousand visitors, test big, meaningful differences first. Here’s the order to work in.
October 28, 2026 · 2 min read
TestingCTR, conversion rate, CPA or ROAS: choosing the metric that decides a test
Every test metric answers a different question, and some crown the wrong winner. Here's what CTR, conversion rate, CPA and ROAS each miss, and how to pick one primary metric plus guardrails.
October 28, 2026 · 5 min read
TestingTesting ads and landing pages at the same time without muddying the results
Change the ad and the page at once and you can't tell which one moved the result. Here's how to structure ad tests, page tests and angle tests so each answers one clear question.
October 28, 2026 · 6 min read
TestingWhy your A/B test winner stopped winning
The variation won, you rolled it out, and the lift faded. Here's why that happens, from regression to the mean to shifting traffic, and how holdouts, re-tests and better records protect your next winner.
October 28, 2026 · 5 min read
TestingHow to build a testing roadmap that compounds
Random tests produce random learning. Here's how to write hypotheses, prioritize with a simple score, run big swings before details, and keep a test log that feeds the next brief.
October 28, 2026 · 5 min read