The Problem
The Challenge
A coaching institute was debating between two creative directions: a raw, emotional video of a student's success story vs. a clean, data-forward static showing "1,200 students placed in 2023". The team was split. The only way to resolve it: run both and let the data decide.
Key Insight
"The emotion-led video creative outperformed the data-led static on CPL — but the static drove 40% higher quality leads who actually enrolled."
How We Solved It
Strategy & Execution
Structured a proper Meta A/B test with a single variable (creative format) and all other factors identical: same audience, same budget split (₹5,000 each), same ad copy, same CTA, same duration (14 days). Measured on CPL, CTR, enrollment rate, and cost per enrollment — not just top-of-funnel metrics.
01
Defined the test hypothesis: "Emotion-led video will have lower CPL but the static will drive higher enrollment rate."
02
Built both creatives to the same standard — 30s edited video for Variant A, professionally designed 1080x1080 static for Variant B.
03
Ran both simultaneously for 14 days with identical targeting and ₹5,000 each — no budget changes mid-test.
04
Analysed results at 3 levels: click metrics (CTR, CPC), lead metrics (CPL, lead quality score), and business metrics (cost per actual enrollment).
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