This week, we hosted a practical, insight-packed webinar titled “Scale Your Creative Testing: 10× Your Email & Landing Page Conversions.” The session brought together marketing and growth professionals looking for one thing: a repeatable system for improving campaign performance through smarter creative testing.
The webinar featured two industry experts:
- Sam Thomas Davies, Head of Content at Dreem
- Nataliya Yarovinska, Chief Commercial Officer at SendPulse
Together, they explored why most brands struggle with visual A/B testing, how AI can multiply creative output without multiplying workload, and how marketers can build a clear workflow that drives measurable improvements in CTR and ROI.
Below is a recap of the key ideas, strategies, and actionable takeaways shared during the session.
Why Most Brands Fail at Visual A/B Testing
One of the most discussed topics during the webinar was a hard truth: most companies are testing too little — and learning even less.
According to Sam Thomas Davies, brands often misunderstand what effective creative testing actually looks like. The common pitfalls include:
1. Testing Too Few Variants
Many teams test only two versions of an email or landing page. While technically A/B testing, this approach limits learning and slows optimization dramatically.
“If you’re testing one idea against another, you’re guessing. If you’re testing ten ideas, you’re learning,” Sam explained.
2. High Production Costs
Creating multiple visuals traditionally requires designers, time, and budget — which leads teams to test cautiously instead of systematically.
3. Unclear Hypotheses
Brands frequently change multiple elements at once without defining what they’re testing:
- Headlines
- Images
- Layouts
- CTAs
Without structure, results become impossible to interpret.
Key insight: The real bottleneck isn’t testing tools — it’s creative production speed.
Turning One Image Into 10+ Creative Variants with Dreem
A highlight of the webinar was the demonstration of how marketers can generate 10 or more creative variations from a single image using Dreem.
Sam showcased how AI-powered creative workflows allow teams to quickly experiment with:
- Different visual styles
- Messaging angles
- Background variations
- Product emphasis
- Audience-specific visuals
Instead of designing each variation from scratch, marketers can rapidly produce test-ready assets.
Why this matters
Creative fatigue happens fast in modern marketing channels. Audiences see the same visuals repeatedly, causing performance drops.
By scaling variants efficiently, brands can:
- Maintain freshness across campaigns
- Test messaging faster
- Discover unexpected winning creatives
- Reduce dependency on long design cycles
The takeaway: creative volume is now a competitive advantage.
A/B Testing Emails and Landing Pages in SendPulse
Nataliya Yarovinska expanded on how creative experimentation becomes truly powerful when paired with structured testing inside SendPulse.
She demonstrated how marketers can run A/B tests across both email campaigns and landing pages, ensuring consistent optimization throughout the customer journey.
Key testing opportunities discussed:
Email Campaigns
- Subject lines
- Preview text
- Visual layouts
- CTA placement
- Personalization elements
Landing Pages
- Hero sections
- Visual hierarchy
- Offer presentation
- Button design and copy
- Conversion form structure
Nataliya emphasized that testing shouldn’t stop at open rates.
“The goal isn’t better emails or better pages separately — it’s a better conversion path.”
By aligning email creatives with landing page experiences, marketers create continuity that improves trust and conversion rates.
A Clear Workflow to Increase CTR and ROI
One of the most valuable parts of the webinar was a simple, repeatable workflow combining creative generation and performance testing.
Step 1: Generate Creative Variants
Use AI tools to quickly produce multiple visual directions from one concept.
Step 2: Define One Variable Per Test
Each experiment should answer a clear question:
- Does lifestyle imagery outperform product-only visuals?
- Does urgency messaging increase clicks?
Step 3: Launch Structured A/B Tests
Deploy variants through email campaigns and landing pages simultaneously.
Step 4: Measure Meaningful Metrics
Focus on:
- CTR
- Conversion rate
- Revenue per visitor
- ROI, not vanity metrics
Step 5: Iterate Quickly
Winning creatives become the foundation for the next testing round.
This continuous loop transforms marketing from intuition-driven to data-informed creativity.
The Bigger Shift: From Campaigns to Systems
A recurring theme throughout the webinar was the shift marketers must make:
Stop thinking in campaigns. Start thinking in testing systems.
Successful brands don’t rely on occasional optimization. Instead, they build ongoing experimentation pipelines that constantly improve performance.
When creative production and testing tools work together:
- Ideas move faster
- Decisions rely on data
- Marketing efficiency compounds over time
Key Takeaways from the Webinar
✔️ Most brands fail at visual A/B testing because they test too little and too slowly
✔️ AI enables marketers to generate 10+ creative variants from a single image with Dreem
✔️ SendPulse makes it easy to A/B test emails and landing pages within one ecosystem
✔️ A structured workflow leads to higher CTR, better conversions, and stronger ROI
✔️ Creative testing is no longer optional — it’s a growth engine