Most specialists think the goal of a test is to find a winner.
The real goal is to find the most influential factors your prospects care about. Then, you need to stack the factors on top of each other in order to double or triple conversion rates. Plus, you need to make this faster and for less money.
Professionals treat each test as if it were a single game in a big tournament. They learn from either the win or the loss, and they come up with even stronger hypotheses for the next tests.
This lesson lays out the routine for conducting such tournaments for your ads in the most efficient way.