What is the critical first step in designing an effective A/B test for a new trailer?

Defining a clear, measurable objective for the trailer's performance is the critical first step in designing an effective A/B test. This objective should specify what the A/B test aims to achieve, such as increasing click-through rates on the title page, driving higher completion rates for the first episode of a series, or attracting a specific demographic segment. The objective should be measurable, allowing for a quantitative assessment of the trailer's effectiveness. For example, the objective might be to increase the click-through rate from the trailer to the content by 10%. Without a clearly defined objective, it's difficult to determine whether the A/B test is successful or to optimize the trailer for maximum impact. The objective guides the design of the A/B test, the selection of metrics to track, and the analysis of results, ensuring that the test is focused and relevant. A well-defined objective provides a clear benchmark against which to evaluate the performance of the different trailer versions.