How can you test copy for different buying behaviors during A/B testing?

2 How to identify buying behaviors

Using the DISC model to identify buying behaviors can be helpful, as it categorizes people into four types based on their dominant traits: Dominant, Influential, Steady, and Conscientious. Each type has distinct needs, pain points, and communication styles that influence their buying behavior. For instance, Dominant buyers are assertive and goal-oriented; they want to see results and respond positively to clear, concise copy that emphasizes value and urgency. Influential buyers are enthusiastic and social; they want to feel good and be liked, so they react well to emotional copy that tells a story. Steady buyers are loyal and supportive; they want security and comfort, so friendly, warm language that builds trust is effective. Finally, Conscientious buyers are analytical and quality-oriented; they want facts and details, so logical, factual copy that demonstrates expertise is the best approach.

3 How to test copy for different buying behaviors

Once you have identified the buying behaviors of your target audience, you can create and test copy variations that match them. For instance, if you are selling a software product, you can experiment with headlines that appeal to different types of buyers. For example, a dominant buyer could be drawn in by "How to Boost Your Productivity by 50% in 30 Days with Our Software," while an influential buyer could be more interested in "How Our Software Can Make Your Work More Fun and Rewarding." A steady buyer may respond better to "How Our Software Can Help You Achieve Your Goals with Ease and Support," and a conscientious buyer may be drawn in by "How Our Software Can Save You Time and Money with Proven Features and Reviews." To test your copy variations, you can use a tool such as Google Optimize to create and run A/B tests on your website. You can then measure the performance of your copy variations based on metrics such as conversions, click-throughs, or engagement for each segment of your audience.

4 How to analyze and optimize your copy

After running your A/B tests, you can analyze the results and see which copy variation performed better for each buying behavior. Utilizing tools such as Google Analytics or Hotjar, you can gain insight into how your audience interacted with your copy, including how long they stayed on your page, where they clicked, and what they scrolled. Similarly, Grammarly and Hemingway can be used to assess the readability, clarity, and tone of your copy. Based on your analysis, you can optimize your copy by making changes that improve its effectiveness for each buying behavior. For instance, dominant buyers may benefit from more power words, action verbs, and numbers; influential buyers may benefit from more sensory words, metaphors, and testimonials; steady buyers may benefit from more personal pronouns, questions, and compliments; and conscientious buyers may benefit from more data, statistics, and guarantees.