Creative testing
Building a creative testing calendar
A simple monthly plan for launching, reading and retiring creative tests on a steady rhythm.
OppRise Editorial · Reviewed 28 September 2026 · 3 min read
Pick a rhythm you can keep
Two new tests a fortnight is plenty for most small teams. A steady rhythm beats bursts of activity followed by silence.
What goes on the calendar
Each test gets a line with the essentials.
- The question the test answers
- The variable being changed
- Launch date and read date
- Where the learning will be recorded
Retire on schedule
Losing variants should be paused on their read date, not left running out of habit. Freeing budget from losers is half the value of testing.
Put this into practice with