THE CONTENT DESK / 04
Content Test Planner
One change. One primary metric. A plan you can actually learn from.
Set up the comparison
Edit this example for your next campaign.
Exposure means the same unit for both versions, such as impressions. Your target is not a statistical significance threshold.
Your test plan
Customer problem vs. feature-led opening
WHO IT IS FOR
Marketing leads at consumer brands
HYPOTHESIS
Opening with the customer problem may lead to a higher link click rate than opening with a feature.
ONE CHANGE
Opening / hook A: Lead with the product feature. B: Lead with a specific customer problem.
KEEP CONSTANT
Same offer, destination link, image, body, CTA and account. Match weekday and time as closely as possible.
PRIMARY METRIC
Link click rate: link clicks ÷ impressions Use the same metric definition and denominator for both versions.
RUN AND REVIEW
Run dates: not set. Observe each version for 7 full days after publication. The final review may be after the run ends. Exposure target per version: 1,000. This is your planning target, not a statistical significance threshold.
COMPARISON METHOD
Separate organic posts: directional evidence only. Audience, timing and distribution can differ. Do not treat this as a randomized A/B test.
DECISION RULE
Review both after the full observation window. If exposure is low or the difference is unclear, repeat the comparison instead of declaring a winner.
At the review
- Give each version its full observation window.
- Record exposure and raw outcomes, not just percentages.
- Record what you could not hold constant.
- Repeat promising patterns before changing strategy.
This plans the test. It does not schedule posts, collect results or calculate statistical significance.
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