# Creative test walkthrough: transcript and visual description

The Remarkable • September 29, 2026 • 60 seconds • Silent video with on-screen explanation

**This is a hypothetical teaching example. All figures are invented. It contains no client results and establishes no statistical conclusion.**

Video: https://theremarkableagency.com/downloads/creative-test-walkthrough.mp4

Full example: https://theremarkableagency.com/downloads/creative-test-worked-example.md

Blank planner: https://theremarkableagency.com/downloads/creative-test-planner.md

## Persistent visual

The heading reads “More clicks. Higher activation CPA.” The subheading reads “Change one opening. Read the business outcome.” A prominent “HYPOTHETICAL EXAMPLE” label remains visible throughout.

A comparison table stays on the left. The relevant rows are highlighted as the explanation changes on the right. A progress line runs along the bottom.

<table>
<thead><tr><th>Metric</th><th>A: control</th><th>B: challenger</th></tr></thead>
<tbody>
<tr><td>Media spend</td><td>$600</td><td>$600</td></tr>
<tr><td>Impressions</td><td>30,000</td><td>30,000</td></tr>
<tr><td>Outbound clicks</td><td>360</td><td>420</td></tr>
<tr><td>Outbound CTR</td><td>1.20%</td><td>1.40%</td></tr>
<tr><td>Qualified activations</td><td>24</td><td>21</td></tr>
<tr><td>Activation CPA</td><td>$25.00</td><td>$28.57</td></tr>
</tbody>
</table>

The footer reads “All figures invented · No client results · No statistical conclusion” and “60-second silent walkthrough.”

## 00:00–00:10 — Set the question

**Can a new opening lower CPA?**

A starts with the product. B starts with the problem. Only the first 3 seconds change. Each arm has a $600 media budget.

The media-spend row is highlighted. The full worked example specifies the unchanged body, offer, audience, and landing page.

## 00:10–00:20 — Read attention

**B gets more clicks.**

At 30,000 impressions each, B draws 420 clicks versus A’s 360. CTR rises from 1.20% to 1.40%. That alone does not justify scaling.

The outbound-click and CTR rows are highlighted.

## 00:20–00:30 — Check the outcome

**Fewer people activate.**

Qualified activations fall from 24 to 21 in the observed results. Here, activation means importing a spreadsheet and completing one reconciliation.

The qualified-activation row is highlighted. The product is an imaginary spreadsheet reconciliation tool.

## 00:30–00:40 — Do the math

**Compare activation CPA.**

- A: $600 / 24 = $25.00 per qualified activation.
- B: $600 / 21 = $28.57 per qualified activation, rounded to cents.

B’s observed CPA is 14.3% higher, rounded to one decimal place. More clicks did not produce a lower CPA. The activation-CPA row is highlighted.

## 00:40–00:50 — Check the evidence

**Neither ad is a proven winner.**

These invented figures have no underlying dataset or confidence result. The differences are not statistically established.

The table remains visible without highlighting a winner.

## 00:50–01:00 — Write the decision

**Keep A. Do not scale B.**

Record the test as inconclusive. Next: test a more specific opening. Check the required sample and budget before launch.

The final decision stays on screen until the video ends. Retaining the existing control is an operational decision, not a claim that A is statistically superior.

## What the short video leaves to the full log

The full example includes the measurement window, budget assumptions, paid-customer CAC guardrail, and next hypothesis. Neither the video nor its example provides a forecast or a campaign benchmark. Use the blank planner with your own evidence.