Creative Testing Plan Template
Book: ______________________ Video: _ Editor: ___________________ Date: _____________
Testing Philosophy
Change one major creative variable at a time. Document the expected result, the observed result, and the next experiment. Do not invent analytics — use only platform-provided metrics or clear hypotheses.
Hypothesis Framework
| Element | Hypothesis Statement |
|---|
| What we're testing | |
| Why this matters | |
| Expected outcome | |
| How we'll measure it | |
| Is this data or hypothesis? | DATA ☐ / HYPOTHESIS ☐ |
Variant A
| Field | Value |
|---|
| Hook | |
| Opening visual | |
| Story structure | |
| Duration | ___s |
| Cover reveal timing | ___s |
| CTA treatment | |
Variant B
| Field | Value |
|---|
| Hook | |
| Opening visual | |
| Story structure | |
| Duration | ___s |
| Cover reveal timing | ___s |
| CTA treatment | |
Variables Being Tested
| # | Variable | Variant A | Variant B |
|---|
| 1 | | | |
| 2 | | | |
| 3 | | | |
(Only one variable should differ at the conceptual level. Multiple tactical differences within one variable are acceptable.)
Expected Results
| Variable | Expected winner | Reasoning (from source material) |
|---|
| | |
| | |
Observed Results (fill after posting)
| Metric | Variant A | Variant B | Notes |
|---|
| Watch time (TT) | | | |
| Completion rate | | | |
| Retention at 1s | | | |
| Retention at 3s | | | |
| Retention at 5s | | | |
| Likes | | | |
| Shares | | | |
| Saves | | | |
| Profile visits | | | |
| Link clicks | | | |
| Comments (qualitative) | | | |
Conclusion
Winner: Variant A ☐ / Variant B ☐ / Inconclusive ☐
Why:
Next experiment:
Metric Definitions (Reference)
| Metric | Definition |
|---|
| Watch time | Total minutes viewed |
| Completion rate | Viewers who watched to the end / total views |
| Retention at Xs | % still watching at the X-second mark |
| CTR | Link clicks / impressions |
| Saves | Bookmarks added |