If you run online campaigns you really must read Wikipedia’s detailed description of how it tests creative for its fund-raising drive. Since August, every Thursday for one hour the encyclopedia tests either a range of banner ads or landing pages, typically 4-6 elements run against each other. As Information is Beautiful summarizes in the graphic above, winners beat losers by a mile.
Call it a challenge for creative agencies focused on building the single great idea. Your concept may be good, but if you’re not testing 40 components against each other, you’ll likely miss the big result.