A/B Testing and Performance Optimization

Steam banner click-through rates were underperforming. Rather than guess at a fix, I designed three distinct creative variants for each title and ran structured A/B tests to find out what actually worked.

Each variant was intentionally different. For both Sins of a Solar Empire II and Galactic Civilizations IV, I tested banners that led with ships, environments, and action-forward compositions to understand what the audience responded to. No brief, no outside direction. I knew both titles well enough to develop the hypotheses and design all variants myself.

Each test ran for one week on Steam with click-through rate as the primary success metric.
The results were measurable. Sins of a Solar Empire II banners improved from 2.4% to 6.1% CTR. Galactic Civilizations IV banners increased by 3%. Both represented meaningful lifts in organic traffic driven entirely by creative decisions.