How do you test and improve your copy using A/B testing, heatmaps, and analytics?

1 What is A/B testing?

A/B testing is a method of comparing two versions of your copy to see which one performs better. For example, you can test different headlines, subheadings, images, buttons, or layouts. You can use tools like Google Optimize, Optimizely, or VWO to create and run A/B tests on your website or landing page. The goal of A/B testing is to find the copy that increases your conversion rate, click-through rate, or other metrics that matter to you.

2 What are heatmaps?

Heatmaps are visual representations of how your visitors interact with your copy. They show you where they click, scroll, hover, or tap on your page. You can use tools like Hotjar, Crazy Egg, or Mouseflow to generate and analyze heatmaps. The goal of heatmaps is to understand how your visitors engage with your copy, what attracts their attention, and what makes them leave.

3 What are analytics?

Analytics are the numbers and data that tell you how your copy performs. They show you how many visitors, leads, sales, or subscribers you get from your copy. You can use tools like Google Analytics, HubSpot, or Mixpanel to track and report your analytics. The goal of analytics is to measure the impact of your copy on your business goals, identify problems and opportunities, and test hypotheses.

4 How to use A/B testing, heatmaps, and analytics together?

To get the most out of these tools, it's best to use them in a cycle of testing and improvement. Start by setting a goal and a hypothesis. For instance, you may want to increase the sign-up rate for your newsletter and think that changing the headline will make a difference. Create two versions of your copy with one variable changed - for example, "Join our newsletter and get a free ebook" vs. "Get a free ebook when you join our newsletter". Utilize an A/B test with a tool like Google Optimize and split your traffic between the two versions, making sure you have enough visitors and time to get reliable results. Analyze the results of your A/B test with a tool like Google Analytics to see which version performed better. Additionally, use heatmaps to observe how visitors interacted with each version and what influenced their behavior. Finally, implement the winning version of your copy and repeat the process with another variable or goal.

5 How to avoid common mistakes with A/B testing, heatmaps, and analytics?

Using tools to improve your copy can be beneficial, but it’s important to use them correctly to ensure accurate results. Avoiding common mistakes is key, such as testing too many variables at once, without a clear goal or hypothesis, without enough data or time, based on opinions or assumptions, and without implementing or learning. Otherwise, you can end up wasting your time and resources without improving your copy or results.

6 How to learn more about A/B testing, heatmaps, and analytics?

If you want to learn more about how to use these tools to test and improve your copy, there are several resources available. Copyhackers is a website and blog that provides guidance on writing and testing copy that converts. ConversionXL offers advice on optimizing websites and landing pages for conversions. CXL Institute is an online learning platform offering courses and certifications on A/B testing, analytics, and conversion optimization. Udemy also provides courses related to copywriting, A/B testing, heatmaps, and analytics.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?