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What's your method for testing copy effectiveness?

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Copywriting is not only about writing catchy headlines and persuasive calls to action. It's also about testing and optimizing your copy to make sure it resonates with your target audience and converts them into customers. But how do you test your copy effectiveness? What methods and tools do you use? In this article, we'll share some of the best practices and tips for testing copy effectiveness, whether you're writing for web pages, emails, ads, or landing pages.

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1 Define your goals and metrics

Before you start testing your copy, you need to have a clear idea of what you want to achieve and how you'll measure it. Depending on your copy type and purpose, you might want to track metrics such as click-through rate, conversion rate, bounce rate, time on page, open rate, or revenue. You also need to define your target audience, their pain points, and their desired outcomes. This will help you craft copy that speaks to their needs and motivations.

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Martin van Kranenburg
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Writing copy is designing behavior with words. Writing without a purpose is meaningless. Writing persuasive copy is starting with the end sharply in mind. The main purpose of your copy is to answer the questions of your readers. Always test with at least 5 people to see if this goal is achieved. This is the one matrix that matters.

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Samir J.

Vice President - Marketing | People, Content, Creativity, Branding
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Yes, metrics are fine, and somewhat of a necessity to show how well your copy worked and how effective it was at achieving the goals that were set for it. However one of the most important goals, which can't be measured is - the extent of positive emotion that the copy evokes. Positive emotion trumps negative emotion each time and if you consider this while writing the copy, you'll see that it has a direct impact on your numbers.

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2 Use A/B testing or multivariate testing

One of the most common and effective methods for testing copy effectiveness is A/B testing or multivariate testing. This involves creating two or more versions of your copy with different elements, such as headlines, subheadings, images, buttons, or tone. Then, you split your traffic or audience into equal groups and show them each version randomly. You then compare the performance of each version based on your predefined metrics and see which one performs better.

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Sam Davani

English<>Farsi Translator |Award-winner| Localization Consultant+Coach| Copywriter/Proofreader/Paraphraser| SEO Translator| ISO17100 Certified| 100% Human, 0% Machine I Assisted 450+ Clients? ?????? ???? ? ????? ?????
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As a copywriter and translator, I suggest the following proven methods: - Increased conversion rate - Increasing click-through rates - To make your ad memorable - Evaluating brand fit - Identifying strengths and weaknesses

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Beth Shapouri

Director, Global Copy at Bumble and bumble | voice expert | helping brands stand out in a crowded marketplace
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A/B testing is especially enlightening for finding the headlines that grab the particular audience you're speaking to. Not every approach works for every brand—and your audience will show you that when you test different ways to get into the same topic and find the winning combinations.

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3 Use tools and platforms for testing

There are many tools and platforms that can help you test your copy effectiveness, such as Google Optimize, Optimizely, Unbounce, VWO, or Mailchimp. These tools can help you set up and run tests, analyze the results, and make data-driven decisions. Some of them also offer features such as heatmaps, scroll maps, eye tracking, or feedback surveys that can give you more insights into how your audience interacts with your copy.

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4 Test one variable at a time

When testing your copy effectiveness, it's important to test one variable at a time. This means that you should only change one element of your copy in each version and keep everything else constant. This way, you can isolate the impact of each element and avoid confounding factors that might skew your results. For example, if you want to test the headline of your landing page, you should keep the subheading, image, button, and layout the same in both versions.

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5 Test for a significant sample size and duration

Another key factor for testing your copy effectiveness is the sample size and duration of your test. You need to have enough data and time to reach a statistically significant result that is not influenced by random fluctuations or external factors. A general rule of thumb is to have at least 100 conversions per version and run the test for at least two weeks. However, this might vary depending on your traffic, audience, and industry.

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Dustin Hawley

I help brands increase their revenue with tactical, SEO-driven content and team management
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So, when we're trying to see if my copy's hitting the mark, we always start with a clear goal in mind i.e. conversions or CTR. From there, we'll do an A/B test to see which one's getting more traction. But here's the thing: You've got to test it on a large audience to get a REAL sense of what's working. You can't just run it for a day and call it done. The longer you test, the clearer the picture becomes, period. It's something that many brands don't want to hear when they want those seemingly instant results. But it's true, and it's crucial in finding that sweet spot.

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6 Keep testing and improving

Testing your copy effectiveness is not a one-time event. It's an ongoing process that requires constant monitoring and improvement. You should always keep an eye on your metrics and see if your copy is meeting your goals and expectations. You should also keep testing new variations and ideas to see if you can improve your copy performance and conversion. Remember, there is always room for improvement and optimization in copywriting.

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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?

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What's your method for testing copy effectiveness?

1

2

3

4

5

6

7

1 Define your goals and metrics

2 Use A/B testing or multivariate testing

3 Use tools and platforms for testing

4 Test one variable at a time

5 Test for a significant sample size and duration

6 Keep testing and improving

7 Here’s what else to consider

Copywriting

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What's your method for testing copy effectiveness?

1

2

3

4

5

6

7

1 Define your goals and metrics

2 Use A/B testing or multivariate testing

3 Use tools and platforms for testing

4 Test one variable at a time

5 Test for a significant sample size and duration

6 Keep testing and improving

7 Here’s what else to consider

Copywriting

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