# Factorial Experiment Design: Arc Clip Lamp 2×2 Meta Feed Creative Test
**Status:** Draft-only internal synthetic evaluation
**Brand:** Cedar & Coil
**Product:** Arc Clip Lamp ($68)
**Run ID:** `20260904-201447-55a6e18f`
**Saved Artifact:** `resources/evals/20260904-201447-55a6e18f/factorial-ad-test/experiment-design.md`
---
## 1. 2×2 Factorial Matrix & Creative Cells
This experiment crosses two target audiences (**Renters** and **Makers**) with two core value propositions (**Surface-space saving** and **Lighting control**), yielding exactly four orthogonal test cells (A–D). Every combination is tested once.
Each cell holds constant the product identity, offer, single static 1:1 format, placement, duration, and measurement architecture while isolating audience framing and appeal mechanics. All copy and specifications adhere strictly to confirmed product facts without invented claims, ratings, or social proof.
| Cell | Audience | Appeal | Angle / Strategic Focus |
| :--- | :--- | :--- | :--- |
| **Cell A** | Renters | Surface-space saving | Preserving apartment desk and nightstand surface area with a clamp that leaves no marks. |
| **Cell B** | Renters | Lighting control | Dialing brightness and color tone in shared living spaces without disturbing housemates. |
| **Cell C** | Makers | Surface-space saving | Freeing workbench and utility tabletop footprint for tools, parts, and cutting mats. |
| **Cell D** | Makers | Lighting control | Selecting between 3 brightness levels and 2 color temperatures for precision task lighting. |
---
### Cell A
- **Audience:** Renters
- **Appeal:** Surface-space saving
- **Headline:** Zero Footprint on Small Desks
- **Primary text:** In a compact apartment, every square inch of desk and nightstand surface counts. The Arc Clip Lamp anchors directly to shelves, bed frames, or tabletop edges up to 2.25 inches thick with a padded clamp that leaves no scuffs. Keep your entire surface clear for work and living while bringing warm, rechargeable light exactly where you need it.
- **Visual direction:** Clean static eye-level photograph of a compact studio apartment work corner. The Arc Clip Lamp is clamped to the vertical edge of an open shelving unit above the desk rather than resting on the desktop. The desk surface is completely clear of a lamp base, leaving open room for a laptop and notebook under clean, directional warm light.
- **CTA:** Explore the Arc Clip Lamp
- **Creative rationale:** Directly targets renters facing tight square footage and multi-use desks. By highlighting the padded clamp (accommodating surfaces up to 2.25 inches without damage) and zero desktop footprint, this cell tests whether physical space preservation drives qualified interest among apartment dwellers.
---
### Cell B
- **Audience:** Renters
- **Appeal:** Lighting control
- **Headline:** Tunable Light for Shared Spaces
- **Primary text:** Shared apartments rarely have the right light where you actually sit. The Arc Clip Lamp gives you three brightness settings and two color-temperature options, letting you dial in cool task light for daytime focus or warm illumination for evening reading. Cordless and rechargeable via USB-C, it delivers up to eight hours of light on the lowest brightness setting without monopolizing a wall outlet.
- **Visual direction:** Warm evening shot of an apartment bedroom corner. The Arc Clip Lamp is clamped to a bed frame headboard, casting a focused pool of warm light across an open book. The rest of the room remains softly dimmed, demonstrating targeted task lighting that doesn't overwhelm shared living quarters.
- **CTA:** Explore the Arc Clip Lamp
- **Creative rationale:** Directly targets renters living with roommates or partners where overhead fixtures cause friction. It isolates optical adjustability (3 brightness settings, 2 color temperatures, up to 8 hours runtime on lowest setting) to test whether tunable lighting drives link-click-to-landing-page efficiency.
---
### Cell C
- **Audience:** Makers
- **Appeal:** Surface-space saving
- **Headline:** Reclaim Your Workbench Surface
- **Primary text:** Cutting mats, assembly trays, and hand tools demand every millimeter of table space. The Arc Clip Lamp secures to workbench rims, utility carts, or shelving up to 2.25 inches thick with a secure, padded clamp. Clear your entire work area of bulky lamp bases while directing steady light right over your materials.
- **Visual direction:** Overhead flat-lay photograph of an active maker's crafting table with a self-healing cutting mat and tools. The Arc Clip Lamp is clamped to the outer wooden bevel of the table edge, arching over the workspace. The cutting grid remains 100% unobstructed by any base.
- **CTA:** Explore the Arc Clip Lamp
- **Creative rationale:** Addresses makers whose projects are constrained by table clutter. By emphasizing the clamp's 2.25-inch clearance and the total elimination of a tabletop base, this cell tests if physical clearance resonates more than optical features among craftspeople.
---
### Cell D
- **Audience:** Makers
- **Appeal:** Lighting control
- **Headline:** 3 Brightness and 2 Color Tones
- **Primary text:** Detailed assembly and finishing require lighting you can adjust to the material in front of you. The Arc Clip Lamp features three brightness settings and two color temperatures to match delicate, close-up work. Rechargeable via USB-C with up to eight hours of runtime on the lowest brightness setting, it provides steady illumination without a dangling power cord.
- **Visual direction:** Macro photograph focused on hands working on a detailed craft piece. The Arc Clip Lamp is clamped just out of frame, throwing crisp, shadow-free neutral light directly across the assembly zone to highlight texture and fine detail.
- **CTA:** Explore the Arc Clip Lamp
- **Creative rationale:** Tailored to makers whose main concern is visual clarity on intricate work. It emphasizes exact optical adjustability (three brightness levels, two color temperatures, cordless mobility) to evaluate whether precision lighting control outperforms space-saving utility for this segment.
---
## 2. Preregistered Hypotheses
All hypotheses evaluate directional differences on the pre-specified primary metric, **Landing-Page-View Rate (LPVR)**, defined as Landing-Page Views divided by Link Clicks. Because no baseline ad performance exists for this new product, these hypotheses represent pre-registered theoretical predictions:
1. **Audience Main Effect Hypothesis ($H_1$):**
- **Hypothesis:** The aggregate Landing-Page-View Rate for Makers (Cells C + D) will be greater than the aggregate Landing-Page-View Rate for Renters (Cells A + B).
- **Operational Test:**
$$\frac{\text{LPV}_C + \text{LPV}_D}{\text{Clicks}_C + \text{Clicks}_D} > \frac{\text{LPV}_A + \text{LPV}_B}{\text{Clicks}_A + \text{Clicks}_B}$$
- **Theoretical Basis:** Makers seeking functional utility for active projects exhibit higher intent and persistence through the click-to-load redirect phase than broader lifestyle renters.
2. **Appeal Main Effect Hypothesis ($H_2$):**
- **Hypothesis:** The aggregate Landing-Page-View Rate for Surface-Space Saving (Cells A + C) will be greater than the aggregate Landing-Page-View Rate for Lighting Control (Cells B + D).
- **Operational Test:**
$$\frac{\text{LPV}_A + \text{LPV}_C}{\text{Clicks}_A + \text{Clicks}_C} > \frac{\text{LPV}_B + \text{LPV}_D}{\text{Clicks}_B + \text{Clicks}_D}$$
- **Theoretical Basis:** Crowded desk and workbench surfaces represent a concrete, immediate physical pain point that drives stronger post-click follow-through than general lighting control claims.
3. **Audience × Appeal Interaction Hypothesis ($H_3$):**
- **Hypothesis:** A significant disordinal interaction will occur between audience type and appeal angle. Specifically:
- Among **Renters**, Surface-space saving (Cell A) will yield a higher LPVR than Lighting control (Cell B).
- Among **Makers**, Lighting control (Cell D) will yield a higher LPVR than Surface-space saving (Cell C).
- **Operational Test:**
$$\text{LPVR}_A > \text{LPVR}_B \quad \text{and} \quad \text{LPVR}_D > \text{LPVR}_C$$
- **Theoretical Basis:** Renters are primarily constrained by physical apartment dimensions and non-damaging utility, making surface preservation paramount. Makers, while space-conscious, prioritize optical fidelity, beam color, and task illumination to complete close-up physical projects.
---
## 3. Execution Rules
### Experimental Constants
- **Product & Offer:** Cedar & Coil Arc Clip Lamp at standard retail price ($68). Standard bundle includes lamp, padded clamp, USB-C charging cable, and storage sleeve. No promotional discounts, urgency, or artificial incentives.
- **Creative Format:** Single static 1:1 image asset; three-sentence primary copy structure; title-case short headlines; realistic, natural photography.
- **Placement:** Meta Mobile News Feed (Facebook and Instagram).
- **Campaign Run Dates:** 14 continuous days run concurrently across all cells.
- **Call-to-Action:** Mandatory exact label across all four cells: `Explore the Arc Clip Lamp`.
- **Measurement Rules:** Identical Meta Pixel and Conversions API tracking on the landing page destination URL across all cells, differentiated only by structured UTM parameters (`utm_campaign=arc_clip_factorial&utm_content=cell_[a|b|c|d]`).
### Budget Caps & Pacing
- **Total Budget:** Maximum reserve of **$4,800**.
- **Cell Caps:** Exactly **$1,200 hard cap per cell** allocated equally over the 14-day flight ($85.71/day per cell).
- **Unspent Budget Policy:** If any cell is stopped early, its unused budget remains strictly unspent and is **not reallocated** to any other cell.
### Primary KPI & Guardrail
- **Primary KPI:** **Landing-Page-View Rate (LPVR)**:
$$\text{LPVR} = \frac{\text{Landing-Page Views}}{\text{Link Clicks}}$$
- **Guardrail Metric:** **Cost per AddToCart (CPA-ATC)**:
$$\text{CPA-ATC} = \frac{\text{Spend}}{\text{AddToCart Events}}$$
### Early Stopping Rule & Consequence
- **Stopping Rule:** Any cell that reaches **$300 in spend with zero AddToCart events** must be stopped immediately.
- **Stop Consequence:** If **any** cell is stopped under this rule, the entire experiment is declared **inconclusive**. (Stopping a cell disrupts the orthogonal balance of the factorial matrix and leaves budget unspent without reallocation.)
### Winner Declaration Rule
A cell is declared the clear winner if and only if **all** of the following conditions are satisfied:
1. **Sample Size Floor:** Every cell achieves at least **200 link clicks** ($\ge 200$ link clicks in Cells A, B, C, and D).
2. **Relative Lift Threshold:** The winning cell demonstrates at least a **15% relative lift** in LPVR against the click-weighted pooled rate of the other three cells:
$$\text{LPVR}_{\text{candidate}} \ge 1.15 \times \text{LPVR}_{\text{pooled\_remaining}}$$
Where:
$$\text{LPVR}_{\text{pooled\_remaining}} = \frac{\sum_{j \ne \text{candidate}} \text{Landing-Page Views}_j}{\sum_{j \ne \text{candidate}} \text{Link Clicks}_j}$$
3. **No Early Stops:** Zero cells triggered an early guardrail stop.
### Inconclusive Decision Rule
The experiment must be formally declared **inconclusive** if:
- Any cell is stopped early after $300 spend with zero AddToCart events; **or**
- Any cell fails to reach the 200 link-click minimum threshold by day 14; **or**
- No individual cell achieves at least a 15% relative LPVR lift over the click-weighted pooled rate of the remaining three cells.
---
## 4. Grounding & Compliance Verification
- **Factual Claims:** Clamp opening limited to surfaces up to 2.25 inches thick; battery limited to "up to eight hours on the lowest brightness"; lighting restricted to three brightness settings and two color temperatures.
- **Prohibited Proof:** Zero unverified reviews, zero star ratings, zero scarcity claims, and zero performance guarantees included.
- **CTA Label:** Strictly `Explore the Arc Clip Lamp` across all creative variations.
- **Mode:** Draft-only synthetic test plan; no external systems mutated or activated. Full experiment design has been documented and archived in the project workspace.