01
Card 01
Hypothesis
What to review
Tap or click to flip
01
Hypothesis
What to review
What specific change do you expect to improve the result, and why?
Why it matters
Without a clear hypothesis, it is hard to know what you actually learned.
PUENTE RESOURCE
Creative testing plan: 8 flashcardsA visual sequence for testing ideas on purpose, isolating variables, and making better creative decisions.
← Back to resourcesTesting path
- 01Hypothesis
- 02Angle
- 03Hooks
- 04Offer
- 05Format
- 06Context
- 07Signals
- 08Decision
02
Card 02
Angle
What to review
Tap or click to flip
02
Angle
What to review
Which angle are you testing: pain, opportunity, demonstration, proof, or objection?
Why it matters
Naming the angle prevents you from blending too many ideas into one test.
03
Card 03
Hooks
What to review
Tap or click to flip
03
Hooks
What to review
Did you write multiple openings for the same core idea?
Why it matters
The opening changes attention before the rest of the ad has a chance.
04
Card 04
Offer
What to review
Tap or click to flip
04
Offer
What to review
Is the offer staying the same while you test the creative?
Why it matters
If you change the offer and the ad at the same time, you cannot isolate the cause.
05
Card 05
Format
What to review
Tap or click to flip
05
Format
What to review
Did you test the idea in more than one useful format: static, short video, demo, or carousel?
Why it matters
Some ideas naturally perform better in a different format.
06
Card 06
Context
What to review
Tap or click to flip
06
Context
What to review
Did you record date, audience, budget, placements, and meaningful changes?
Why it matters
Context protects the learning and prevents shallow conclusions.
07
Card 07
Signals
What to review
Tap or click to flip
07
Signals
What to review
Are you reviewing attention and conversion, not just surface metrics?
Why it matters
Retention and CTR help, but they should connect to leads and quality.
08
Card 08
Decision
What to review
Tap or click to flip
08
Decision
What to review
Did the test end with a clear decision: keep, iterate, or cut it?
Why it matters
A test is valuable only if it leads to a useful next action.