An evidence-based decision map and three production-ready Creative Test Briefs, built from your creative library, landing pages and supplied account data.

For DTC agencies and growth teams deciding what to test next, particularly when recent comparisons have left unanswered questions.

I review the relationship between the creative, landing page, supplied metrics and business constraints. The aim is to distinguish supported observations from assumptions, identify where comparisons are readable and define the next test candidates.

The result connects the evidence to work your design team can execute: three prioritized working hypotheses, each developed into a complete Creative Test Brief.

Public messages, formats, offer framing and creative patterns.

Supplied performance exports or screenshots linked to the relevant assets and dates.

Landing-page promises, product proof and message alignment.

Target KPIs, business priorities, approved claims and production constraints.

Executive Decision Summary: What the available evidence supports and where uncertainty remains.

Evidence Alignment Map: How the creative, landing page, supplied metrics and business context relate.

Core Decision Tensions: Conflicts or missing evidence affecting the next testing decision.

Three Production-Ready Creative Test Briefs: Each includes the question, working hypothesis, proposed copy, layout structure, isolated variable, fixed conditions, asset specifications and planned readback criteria.

The briefs are prioritized against the agreed objective and evidence. The reasoning and limitations remain visible; the package does not claim to identify the cause of every past result.

Your designers receive the briefs for production. Your media buyer retains setup, launch, tracking, budget and account-side performance decisions.

Finished static ads are not included. Use Creative Test Design for a full brief and first batch, or Creative Validation Sprint for variations around an already locked direction.

Start with the public URLs and a short, non-confidential description of the decision. We agree the scope and handling of internal inputs before you share them.

Required inputs: Brand and landing-page URLs, relevant assets, the agreed performance export or screenshots, KPIs, approved claims and production constraints.

Step 1 — Review: Check the supplied evidence, comparison conditions and gaps.

Step 2 — Decision framing: Develop and prioritize three candidates against the agreed business question.

Step 3 — Delivery: One Creative Decision Support PDF plus three standalone Creative Test Briefs within 5 days from confirmed payment and complete agreed inputs.