Testing hooks · 6 min read

A field guide to testing hooks

Change one thing, read the funnel in order, and let the result pick the next opening.

Test the hook before you rebuild the ad

If people leave in the first seconds, a new offer or a new landing page will not save it. Hold the demo still and swap the opening.

One variable

A fair test changes the hook, not the hook and the caption and the audience and the bid. Otherwise you only learn that “something” moved.

Read it in order

Did they stay for the first seconds? Did they reach the demo? Did they tap? A strong hook with a weak demo looks like a high hold and a low click. A weak hook never gives the demo a chance.

Write the next brief from the loser

The failed opening still tells you which tension was ignored. The next hook should answer that, not repeat the winner with a new font.