How can I use this guide?

To get the most out of this guide, it’s best to read it from start to finish. Each stage is a building block toward testing. It also helps if you already have a campaign in mind for testing. This will help transform the guidebook from a mere reading companion to a compass in your testing journey.
Section 2 is all about why testing is important. Use it to understand why testing can take your campaigns a level up and ultimately save you time and money.
From Section 3 onwards, we start getting more applied. Use Section 3 to understand first how to craft your messaging campaign – especially using behavioral principles – before even thinking of testing. Even if you have already designed your campaign, flip through Section 3 to see how to improve your current framings and approach. From there, we will walk you step by step on each element in the flow of testing, from which method is suitable to how to use it. Go through this section when you are ready to test your materials. We will include examples to ground your understanding throughout each phase.