To Iterate? Or Not To Iterate?

When should you iterate? And when should you test net new creative concepts? The simple answer for me, is when you hit a point of diminishing returns with iterations, shake the etch a sketch, and start over with net new concepts The first round of headline testing increased CVR by 27% The next round, we iterated on the winners, and increased CVR by 11% The next round, we iterated again and only increased CVR by 2% It’s time to start the cycle over This episode is sponsored by intelligems.io - the best way I know how to run tests like I show in this episode.