A/B test of 10 hooks in 48h: what won and why
André Pimentel · 2026-10-07
Setup
To run an effective A/B test, I selected 10 different hooks for an ad for a nutrition product. The goal was to identify which hook generated the most clicks and conversions over a 48-hour period.
The hooks were:
- "Lose weight fast in 30 days"
- "Transform your body with 5 minutes a day"
- "Expert tips for losing weight"
- "The secret celebrities use"
- "Instant results or your money back"
- "The magic formula for losing weight"
- "Study reveals: the truth about diets"
- "How to lose 5kg in one week"
- "Lose weight without a restrictive diet"
- "What no one tells you about weight loss"
The ads ran simultaneously on Meta and Google, with equal budgets and identical targeting, aimed at the same target audience.
Results
After 48 hours, the results were:
- Hook 1: 2% CTR, 1% conversion
- Hook 2: 1.5% CTR, 0.5% conversion
- Hook 3: 3% CTR, 2% conversion
- Hook 4: 1% CTR, 0.2% conversion
- Hook 5: 2.5% CTR, 1.5% conversion
- Hook 6: 1.8% CTR, 1% conversion
- Hook 7: 2% CTR, 0.8% conversion
- Hook 8: 3.5% CTR, 2.5% conversion
- Hook 9: 4% CTR, 3% conversion
- Hook 10: 1.2% CTR, 0.4% conversion
Hook 9 stood out, with the highest CTR and conversion rate.
Patterns
The hooks that performed best generally included promises of fast results and accessibility. Hooks that mentioned "no restrictive diet" and "losing weight in a short time" resonated most with the target audience.
Mistake
A common mistake was not testing the visual creative along with the hooks. Even though the copy was optimized, the same image was used for all the ads. This may have affected the performance of some hooks.
Next test
In the next test, I’ll focus on creating different images for each hook and analyzing how the copy and visuals work together. I also plan to include audience variations, like behavior- and interest-based targeting, to better understand consumer preferences.
Which hook has brought the best results in your recent campaigns? Share the numbers!