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How can you use A/B testing to improve your copy for different stages of the sales funnel?

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A/B testing is a powerful technique to optimize your copy for different stages of the sales funnel. It allows you to compare two versions of a headline, a call to action, a landing page, an email, or any other piece of copy that influences your prospects' decisions. By measuring the impact of each version on a specific goal, such as clicks, conversions, or sales, you can identify which one performs better and use it to improve your results. In this article, you will learn how to use A/B testing to improve your copy for different stages of the sales funnel: awareness, interest, desire, and action.

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1 Awareness stage

The awareness stage is when your prospects first encounter your brand, product, or service. They may not know who you are, what you do, or why they should care. Your copy's goal at this stage is to capture their attention, spark their curiosity, and make them want to learn more. A/B testing can help you find the best way to do that. For example, you can test different headlines for your blog posts, social media posts, or ads, and see which one generates more traffic, impressions, or engagement. You can also test different angles, hooks, or benefits that appeal to your target audience's pain points, needs, or aspirations.

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Beth Newton

Founder + CEO of Award-Winning Social Media Agency | Fractional CMO & Marketing Strategist
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At this stage, your message should focus on building your expertise and thought leadership by sharing valuable insights. A/B test different post copy formats such as leading with a question vs. leading with a fact or statement. You definitely don't want to lead with your brand at this stage, so flip the script and remove any mentions of your brand name, "we," or "our." At this stage, your CTA should be "learn more."

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2 Interest stage

The interest stage is when your prospects have shown some interest in your offer, and they are looking for more information. They may have visited your website, signed up for your newsletter, or downloaded your lead magnet. Your copy's goal at this stage is to educate them, build trust, and nurture them towards the next step. A/B testing can help you find the best way to do that. For example, you can test different subject lines, body copy, or images for your emails, and see which one generates more opens, clicks, or replies. You can also test different formats, content, or value propositions for your lead magnets, and see which one generates more downloads, leads, or feedback.

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Beth Newton

Founder + CEO of Award-Winning Social Media Agency | Fractional CMO & Marketing Strategist
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At this stage, proof is important. Consider a/b testing different stats (a positive vs a negative stat, for example or stats from different sources). Image tests are also helpful at this stage. Test an illustration vs. a photograph, for example, or a person looking at the camera vs. a group of people looking at each other.

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3 Desire stage

The desire stage is when your prospects have developed a strong desire for your solution, and they are considering buying it. They may have watched your webinar, read your case studies, or requested a demo. Your copy's goal at this stage is to persuade them, overcome objections, and create urgency. A/B testing can help you find the best way to do that. For example, you can test different headlines, subheadlines, or testimonials for your landing pages, and see which one generates more conversions, sign-ups, or sales. You can also test different pricing, features, or guarantees for your offers, and see which one generates more revenue, retention, or referrals.

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Beth Newton

Founder + CEO of Award-Winning Social Media Agency | Fractional CMO & Marketing Strategist
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A/B test your headlines/titles at this stage. Test using a call to action word in your headline vs. leaving it out, and test different CTA buttons (register vs. signup, for example). If your goal is leads, test using the LinkedIn Lead Gen form vs. using your own landing page.

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4 Action stage

The action stage is when your prospects have decided to buy your solution, and they are ready to take action. They may have added your product to their cart, filled out your order form, or entered their payment details. Your copy's goal at this stage is to confirm their decision, reduce friction, and increase satisfaction. A/B testing can help you find the best way to do that. For example, you can test different buttons, forms, or copy for your checkout pages, and see which one generates more completions, upsells, or reviews. You can also test different thank you pages, confirmation emails, or welcome messages, and see which one generates more loyalty, engagement, or advocacy.

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5 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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Bernardo Peral

Te ense?o a crear un sistema de adquisición de clientes en 30 días para crear tu libertad | Marca Personal | Copywriting | Social Selling | IA | LinkedIn Top Voice
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A/B testing is invaluable for optimizing copy at various sales funnel stages. For the awareness stage, test different headlines to see which grabs attention. In the consideration stage, experiment with benefits-focused vs. feature-focused copy. In the decision stage, A/B test calls to action to determine what drives conversions. Example: A/B test two headlines for a blog post - "Boost Your Productivity" vs. "Double Your Daily Output." Analyzing the click-through rates reveals which resonates better with the target audience, guiding further copywriting decisions.

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Beth Newton

Founder + CEO of Award-Winning Social Media Agency | Fractional CMO & Marketing Strategist
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Don't overuse the call to action. If you use a CTA (i.e download, register, etc.) in the post copy and the title, you don't need it in your image.

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How can you use A/B testing to improve your copy for different stages of the sales funnel?

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5

1 Awareness stage

2 Interest stage

3 Desire stage

4 Action stage

5 Here’s what else to consider

Copywriting

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How can you use A/B testing to improve your copy for different stages of the sales funnel?

1

2

3

4

5

1 Awareness stage

2 Interest stage

3 Desire stage

4 Action stage

5 Here’s what else to consider

Copywriting

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