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The angle-by-landing test matrix
The axes of the matrix
- Rows are angles: 8 to 12 reasons to buy (problem, ritual, status, fear, curiosity, proof, price frame, occasion).
- Columns are landing experiences: direct PDP, listicle, advertorial, quiz. Every cell is a testable chain.
- You test the chain, never a single part: ad and landing must tell the same story.
Prioritization: which cells first
- Start with the strongest organic signal: the reason to buy that appears most in reviews and support tickets.
- Two to four new cells per week, never the whole grid at once. Budget follows insight.
- Every cell gets budget equal to three to five times the target CPA before a verdict.
Kill and scale rules
- Kill: spend above 1.5 times the target CPA with no add to cart. Close the cell, note the learning.
- Winner: stable above break-even ROAS for three or more days, then +20 to 30 % budget every 48 to 72 hours.
- Winner recycling: the winning angle becomes a PDP headline, an email subject line and the next pre-sell thesis.
The bookkeeping
- Every cell documents: hypothesis, creative link, spend, CPA, hook rate, verdict.
- Monthly angle map: which reasons to buy are proven, disproven, untouched?
- The matrix is team memory: new ideas first check whether their cell already died once.
The matrix runs in Phase D, fed by Phase O (angles) and Phase L (landing experiences). That is how media buying becomes an insight machine instead of a slot machine.
What happens next
- 1
Fill in the form
Five fields, two minutes: company, shop, revenue range, platform, what is going on.
- 2
20-minute intro call
We find out whether this fits. Shops on our decline list get a decline, not a pitch.
- 3
Phase C starts
Seven days later you have your baseline, break-even ROAS and the three biggest leaks in euros. Then you decide.
No contract before Phase C. Reply within 24 hours on business days.