Worked example · Direct-to-consumer · supplements
Forty openings for one product page
A single hero video had been running for six weeks. Cost per acquisition had drifted up by half and nobody could say whether the offer or the opening had worn out.
The situation
A single hero video had been running for six weeks. Cost per acquisition had drifted up by half and nobody could say whether the offer or the opening had worn out.
What we did
One brief, forty openings across four hook families: problem-first, result-first, objection-first and presenter-first. Same product footage throughout, so only the opening differed.
What it showed
The test isolated the variable. Hook family, not offer, explained the drift — three of the four families were exhausted, one was never tried.
- 40
- variants
- 4
- hook families
- 72h
- delivery