In Q2, I led my team through our most ambitious testing cycle yet: 32 A/B tests across brands and categories. The goal wasn’t just more tests, it was building a culture where creative wasn’t about opinion, it was about proof. The results? Measurable lifts in conversion, lessons we could scale, and a playbook that turned creative decisions into business impact.
Why Testing Matters
A common misconception in creative work is that the best idea wins. In truth, it’s the idea that’s been proven to work that wins. Shoppers don’t react just to clever wording or sleek design in isolation. Their responses vary depending on who they are and what they’re looking for.
That’s why I pushed us to run 32 tests in a single quarter. Not because we needed bigger numbers, but because I wanted the team to see testing as an ongoing practice rather than a one-time effort. The goal was to move from defending ideas to learning from results.
What We Achieved
Here’s the breakdown:
32 tests total
13 winners that drove real lifts in conversion rates
16 inconclusive results (still valuable, because they showed us what doesn’t drive change)
3 failures that clarified our direction
This balance was exactly what I hoped for: scalable wins, neutral tests that freed us to focus on what mattered (each one teaching us which changes don’t have impact), and failures that kept us grounded.
Stories Behind the Numbers
Behind every data point is a moment where creative made a difference:
Will Well Aprons: A full brand refresh lifted CVR by +3.71 points, from 13% to 17%. Sessions stayed flat, so the sales bump came purely from stronger content.
Zeppoli Kitchen Towels: New content raised CVR by +1.2 points, with organic sales jumping 17% in just two weeks.
PatientAid Sling: Copy and A+ updates combined for a +4.26 point lift, proving clear messaging paired with better visuals can change outcomes fast.
Dependable Direct Mirrors: Carousel image tests added nearly +4 points in CVR, showing even utility products win with better storytelling.
Different products and different categories, but one constant: shoppers convert when the story is well designed, clear, and gives them confidence.
What Worked (and What Didn’t)
Big wins came from:
Full-funnel refreshes instead of small tweaks
Copy that translated features into shopper confidence
Carousel images that made products instantly understandable
What needs more work:
A+ Content: some of our old builds still outperformed new ones
Main images: small edits rarely moved the needle, signaling the need for bolder changes
Leading the Process
Running 32 tests in one quarter wasn’t about cranking out volume. It was about building a system where creativity and data could push each other forward. My role was to:
Build a calendar that kept pace without burning out the team
Set strategy on what to test and why
Define what counted as a win (0.5 pt CVR lift or more)
Create space for risk-taking, while making sure we captured every learning
The real result wasn’t just stronger listings. It was a team that thinks in experiments, not assumptions.
Looking Ahead
This quarter gave us a foundation for a repeatable playbook. Next round, we’ll test bolder creative ideas, experiment with interactive or text-heavy A+ modules, and explore new ways to scale what we learn.
The biggest takeaway for me: when you combine curiosity with structure, creative work proves its worth through hard numbers.
