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What is the best way to align your testing strategy with your business goals?

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If you're a copywriter who wants to improve your conversion rates, you need to test your copy and measure the results. But how do you design and execute a testing strategy that aligns with your business goals and delivers actionable insights? In this article, you'll learn the best practices for planning, running, and analyzing A/B tests that help you optimize your copywriting performance and achieve your desired outcomes.

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1 Define your goals and metrics

Before you start testing, you need to have a clear idea of what you want to achieve and how you'll measure it. Your goals should be specific, measurable, achievable, relevant, and time-bound (SMART). For example, you might want to increase the click-through rate of your landing page by 10% in 30 days. Your metrics should be directly related to your goals and reflect the behavior and actions of your target audience. For example, you might track the number of visitors, clicks, conversions, and revenue generated by your landing page.

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Carolyn Beaudoin

Messaging for B2B tech & SaaS. | Become the obvious choice. | Co-founder @ Boxcar
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A SMART goal with a primary metric is good. A SMART goal with a primary metric AND counterbalance metric is better. Here’s what I mean by this: Let’s say you’re testing a new messaging angle on a lead gen landing page. The goal of the new angle is designed to attract larger businesses without alienating smaller businesses. Primary metric: landing page conversion rate. Counterbalance metric: avg. MRR per new account. The primary metric alone won’t tell you if your test is attracting the bigger businesses you’re targeting. And the counterbalance alone won’t tell you if you’re continuing to attract your smaller biz audience. You get a more complete picture when you use the two metrics together.

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2 Choose your test type and variables

Once you have your goals and metrics, you need to decide what type of test you'll use and what variables you'll change. The most common type of test for copywriting is A/B testing, where you compare two versions of your copy (A and B) and see which one performs better. You can also use multivariate testing, where you test multiple combinations of different elements of your copy, such as headlines, subheadings, images, and calls to action. The variables you choose to test should be based on your hypotheses and research about what influences your audience's decisions and preferences.

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3 Set up and run your test

To set up and run your test, you need to use a tool that allows you to create, launch, and monitor your test variations. There are many tools available for A/B testing, such as Google Optimize, Optimizely, VWO, and Unbounce. You need to make sure that your tool can integrate with your website, analytics, and other platforms that you use. You also need to ensure that your test is valid, reliable, and ethical. This means that you need to follow the best practices for sampling, randomization, duration, and privacy.

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4 Analyze and interpret your results

After you run your test, you need to analyze and interpret your results. You need to look at the data and statistics that show the performance of your test variations and compare them with your goals and metrics. You need to use statistical methods, such as confidence intervals and significance levels, to determine if your results are valid and meaningful. You also need to use qualitative methods, such as feedback and surveys, to understand why your results occurred and what they mean for your audience and business.

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Carolyn Beaudoin

Messaging for B2B tech & SaaS. | Become the obvious choice. | Co-founder @ Boxcar
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If you're working with a sales-led org, get feedback from the sales team as one of your qualitative research methods. As a marketer, your job is to make the sales team's job easier. So if your challenger variation won based on page conversion rate, but the leads entering the pipeline via the “winning” page are more difficult to close, you’ve made your sales team’s job harder (not good). As a result, rather than declare a winner, you may end up deciding to go back to the drawing board.

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5 Implement and iterate your findings

The final step of your testing strategy is to implement and iterate your findings. You need to apply the learnings from your test to your copywriting and optimize it for your audience and goals. You also need to test again and again to validate your assumptions, refine your hypotheses, and discover new opportunities for improvement. Testing is not a one-time event, but a continuous process that helps you grow as a copywriter and deliver value to your business.

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6 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?

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What is the best way to align your testing strategy with your business goals?

1

2

3

4

5

6

1 Define your goals and metrics

2 Choose your test type and variables

3 Set up and run your test

4 Analyze and interpret your results

5 Implement and iterate your findings

6 Here’s what else to consider

Copywriting

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What is the best way to align your testing strategy with your business goals?

1

2

3

4

5

6

1 Define your goals and metrics

2 Choose your test type and variables

3 Set up and run your test

4 Analyze and interpret your results

5 Implement and iterate your findings

6 Here’s what else to consider

Copywriting

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