Excutia

One image changes.
Follow the decision.

For Daymark Goods, we ask whether showing a bottle in use brings more purchases than a studio image. The copy, offer and audience stay fixed.

The test plan at a glance
What changes
The image: studio photography or an everyday setting.
What decides
Purchases per assigned person, with separate randomized groups and a planned 95% comparison.
When we review
After 60 days in this example. Each real test has its own window, based on volume and reporting lag.
Creative experiment
01 / 06

Swipe to compare both ads. Use the moments above to explore the evidence.

AOriginal — Studio image

Meet the bottle made for every route. Cold water, all day.

Ivory bottle on a pale studio plinth
Daymark GoodsOne bottle. All day.Shop now
CTR—
Engagement—
Purchases0
BVariant — In-context imageWinner

Meet the bottle made for every route. Cold water, all day.

Ivory bottle on an outdoor cafe table
Daymark GoodsOne bottle. All day.Shop now
CTR—
Engagement—
Purchases0

Scroll to follow the test

  1. Question

    Can the setting change the outcome?

    The studio ad is costing US$40 per purchase. Excutia writes the question before making a new image.

  2. Controlled split

    Two full ads. One changed image.

    The copy, offer, eligible audience and placement stay fixed. Separate groups receive A or B for a planned 60 days. Purchases per assigned person are the decision metric.

  3. Day 15 · early signal

    Engagement favors B.

    A has 1,200 likes, 120 comments, 2.2% engagement and 56 purchases. B has 1,650 likes, 150 comments, 3.0% engagement and 68 purchases.

    Excutia: B draws more interaction, but the purchase gap is too small to decide.

  4. Day 30 · keep watching

    The original improves too.

    A's CTR climbs from 1.8% to 1.9%; B reaches 3.6% engagement. Purchases are 132 for A and 165 for B.

    Excutia: delivery and purchase tracking look healthy. Continue the planned window.

  5. Day 45 · no early call

    B leads, but the test is still running.

    A has 216 purchases; B has 280. Both groups have reached 180,000 assigned people.

    Excutia: the purchase gap is widening, but the 60-day review window remains open.

  6. Day 60 · readout

    Use B as the next starting point.

    At equal US$11,520 spend and 240,000 assigned people per ad, B brings 384 purchases at US$30 each; A brings 288 at US$40 each. The purchase-rate difference passes a two-sided 95% check.

    Excutia: carry the in-context setting into the next brief, then test the message.

The in-context ad becomes the next starting point.

At equal spend, B delivers 33% more purchases at 25% lower cost per purchase. Keep the in-context image and test the message next.

Day 60A · OriginalB · Variant
Assigned people240,000240,000
SpendUS$11,520US$11,520
Purchases288384
Purchase rate0.12%0.16%
Cost per purchaseUS$40US$30

The purchase-rate difference is statistically significant at the planned 95% level. Likes and comments were monitoring signals, not the decision metric.

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