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Good afternoon from Boston Moementum fam.

Welcome back to another Sunday

If you’re reading this, I hope you’re sitting back, relaxed, hydrated, and dialed in. If not go get yourself some NZT-48 and thank me later.

As much as I love writing these newsletters, somedays my brain cant think of a topic on what I should write about so i’ve decided..

We have 13,000+ of you reading these and I would love to have you be a part of the creative process.

Reply to me with your questions, business bottlenecks, or anything you’d like me to cover and I’ll gladly start incorporating it into the newsletters moving forward.

Today’s topic is simple but complicated (kinda), Im going to be going over the testing strategy we use to grow our brands.

Without any further ado, let’s get into it!

Testing Levers For Growth

When it comes to scaling into the high 6-7 figures a month the areas of opportunity you have are clear

Your growth comes down to 2 things

1. Acquiring more customers at an efficient CAC

2. Selling your existing customers more products 

Today I want to walk you guys through the approach I follow with my team when it comes to acquiring more customers at scale.

What is the Testing procedure and approach that we take to mass produce creative tests without any external agencies or support outside our organization?

Week in and week out our goal is to identify and implement small conversion rate improvements that have the most significant impact on revenue growth.

I don’t just mean CVR for your landing page but for your funnel as a whole.

A data-driven testing process that leads to higher revenue and sustainable costs. 

1. The Testing Strategy

We used to suck at this, I remember days when we used to just produce 200+ creatives a month, 6 landing pages, and 5 offers without any feedback loop to what is working and helping us grow.

Now, we are systemized thanks to our testing framework.

I’ve realized that most brand owners have no clue how to grow because they lack the right testing process to get reliable results 

We’ve Implemented something I call the 333 System which is pretty much this image below.

When it comes to testing you need to do 2 things.

1. Identify each test's key performance indicators (KPIs) and set clear goals and success criteria. 

2. Have an unbias opinion to testing

Testing new ads with new landing pages and new offers won’t give you a clear picture of why or what is performing, and this is a mistake I used to make.

Simply put, you want to test YOUR best with your NEWEST and get rid of your WORST every single time.

2. Testing Velocity

Im sure you’ve heard the saying “All you need is one ad”

And that couldn’t be more true.

Since the inception of NZT-48, we’ve been able to put over $500,000 of ad spend behind just one video, and that video has unlocked over 1m in revenue.

Why? Because we found a winning process. And i’ll break that down in another email.

What I’m trying to get at today is that you need to test a lot and test fast, the quicker you do this the closer to Valhalla you get.

The success of a testing program depends on 2 factors:

• Testing Velocity → How many tests are performed in a given time?

• Testing Success → What uplift is achieved when tests are successful?

Velocity: We shoot for 250 creatives a month.

A mix of irritation + new new concepts. We create a paid content calendar with a 30-day run rate to help us pre-plan and get an idea of all the tests we want to run in advance.

Doing this allows our creative and media buying team to be in sync and understand where the focus is going week to week.

Looks something like this.

Testing success: We use this Google sheet + TripleWhale and my customized dashboard view (releasing soon) to track this.

The key here is to specifically track the pre-selected KPIs and benchmarks you have set for each stage of the test.

For example at a very high level here’s what we monitor at each stage:

New ads> CTR , CPC , CPM

New Offers > CVR , AOV , CPA

New LP > CVR , ROAS , CPA

This approach helps us make informed decisions for the business by generating reliable results from tests with proper testing methods and tools.

My message to you today is, analyze test results instantly, get you clearer on your insights, and make data-based decisions.

And only iterate and optimize tests based on insights.

With that being said, hope you found this valuable. Dont forget to shoot me a reply with topics you’d like me to cover!

See you next Sunday.

Until then..keep building, Moe-mentum is on your side!

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