Test Type | What It Tests | Primary Variable | What It Helps You Learn |
Value Proposition Test | Complete product positioning | Full value prop | Which overall positioning resonates most with your target market |
Messaging Test | Different ways of saying the same thing | Copy tone / phrasing / hook | Which messaging style, tone, or hook drives the most engagement |
Buying Driver Test | Key motivations behind purchase decisions | Underlying buying motives | Which emotional or rational motivators are most persuasive |
Pain-Point Test | Specific problems the product solves | Pain or frustration | Which pain points are most felt and urgent to your audience |
Jobs-to-be-Done Test | Customer "jobs" or desired outcomes | JTBD framing | Which use cases or jobs are most relevant and meaningful to your audience |
Feature Test | Individual product features | Feature list | Which features matter most to users (and are worth highlighting or building) |
Benefit Preference Test | Specific benefits your product delivers | Product benefits | Which benefits drive the most interest and engagement across different segments |
Image Test | Visual appeal or clarity | Image / creative | Which visuals catch attention or support the message most effectively |
Advanced Experiments
For customers on our enterprise plans we run advanced experiments that are custom-designed in close collaboration. Two popular examples are:
Test Type | What It Tests | Primary Variable | What It Helps You Learn |
Segment Fit Test | Audience-message alignment | Demographics / firmographics | Which audience segments respond best to each message, feature, or benefit |
Competitor Benchmark Test | Comparative appeal vs. alternatives | Your message vs. competitor’s | How your positioning stacks up against competitors in the minds of your target audience |