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How can you write copy that builds trust and credibility in an A/B test?

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If you want to improve your conversion rates, you need to write copy that builds trust and credibility with your audience. But how do you know what kind of copy works best for your specific offer, audience, and goal? That's where A/B testing comes in. A/B testing is a method of comparing two versions of a web page, email, or ad to see which one performs better. By testing different elements of your copy, such as headlines, subheadings, benefits, testimonials, guarantees, and calls to action, you can optimize your copy for maximum impact. In this article, you'll learn how to write copy that builds trust and credibility in an A/B test, and what to avoid when doing so.

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Ananya Sinha

Your story-led ghostwriter, driving 5 million+ views for founders & coaches | Top Voice 2024 | Personal Branding…
Anthony Tabler

Helping Coaches Turn LinkedIn Followers → Email Subscribers → Paying Clients—All While Saving Time
Chandana J S

Google Certified Content Marketer | Direct Response Copywriter

1 Choose a clear hypothesis

Before you start writing your copy, you need to have a clear hypothesis about what you want to test and why. A hypothesis is a statement that predicts how changing one element of your copy will affect your desired outcome, such as clicks, sign-ups, or sales. For example, you might hypothesize that adding a testimonial from a well-known authority will increase your conversions, or that using a more urgent call to action will boost your click-through rate. A good hypothesis should be specific, measurable, realistic, and relevant to your goal.

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2 Write two variations of your copy

Once you have your hypothesis, you need to write two variations of your copy that differ only in the element you want to test. For example, if you want to test the headline, you need to write two headlines that convey the same message but use different words, tones, or angles. The original version of your copy is called the control, and the modified version is called the variation. You should keep the rest of your copy consistent across both versions, so that you can isolate the effect of the element you're testing.

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Ananya Sinha

Your story-led ghostwriter, driving 5 million+ views for founders & coaches | Top Voice 2024 | Personal Branding Strategist
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Choose one strong hypothesis for A/B testing. After that move ahead with 2 clear perspectives. Choose 2 different tone/voice/style/words you want to test for the specific copy. + Write two completely different copies that convey the same meaning but have different elements in it. + Make sure both have commonalities and end up at the same point and only that part is different which you want to test. This helps to bring the consistency of thoughts across the content.

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3 Use trust signals and credibility boosters

Regardless of what element you're testing, you should always use trust signals and credibility boosters in your copy. Trust signals are elements that show your audience that you are trustworthy, reliable, and professional. They include things like logos, certifications, awards, ratings, reviews, testimonials, case studies, and social proof. Credibility boosters are elements that show your audience that you are knowledgeable, experienced, and competent. They include things like credentials, qualifications, endorsements, statistics, facts, and guarantees. Trust signals and credibility boosters help you establish rapport, authority, and value with your audience, and make them more likely to take action.

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Chandana J S

Google Certified Content Marketer | Direct Response Copywriter
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A simple line like "Loved by over 10,000 users" can be a thumb-stopper. If you have testimonials, use them to your benefit. Flip them into questions that address common concerns. Like "This product helped me lose 20 kg" Rephrase as "Concerned if you can really lose weight with the product? Hear from Emma who lost 20 kg."

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4 Avoid common copywriting pitfalls

When crafting your copy, it's important to avoid some common copywriting pitfalls that can damage your trust and credibility. These include making vague, generic, or exaggerated claims that sound too good to be true or lack evidence, using jargon, slang, or acronyms that confuse or alienate your readers, making spelling, grammar, or punctuation errors that make your copy look unprofessional, utilizing negative or aggressive language that makes your audience feel pressured or fearful, and having an inconsistent tone, style, or voice that makes your copy sound inauthentic.

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Anthony Tabler

Helping Coaches Turn LinkedIn Followers → Email Subscribers → Paying Clients—All While Saving Time
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Consider these real-world scenarios: Vague Claims: Original: "Our product is the best on the market." Improved: "Our product, with a 95% customer satisfaction rate, outperforms competitors in durability and functionality." Jargon Usage: Original: "Optimize your ROI with our cutting-edge solutions." Improved: "Enhance your Return on Investment (ROI) with our user-friendly tools and insightful analytics." Negative Language: Original: "Don't miss out – buy now or lose the deal!" Improved: "Secure your deal today and enjoy exclusive benefits." Inconsistent Tone: Original: "Our company values professionalism and chill vibes." Improved: "Our company embodies a professional approach while maintaining an inclusive and friendly atmosphere."

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5 Run your A/B test and analyze the results

After you write your copy, you need to run your A/B test and analyze the results. You can use various tools and platforms to set up and run your A/B test, such as Google Optimize, Optimizely, or Unbounce. You should run your test for a sufficient amount of time and traffic to get statistically significant results, and avoid changing or stopping your test prematurely. You should also use a single metric to measure the performance of your copy, such as conversion rate, bounce rate, or time on page. Once you have your results, you should compare the control and the variation, and see which one performed better according to your hypothesis and goal.

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6 Apply your learnings and keep testing

Finally, you should apply your learnings and keep testing your copy. If your hypothesis was confirmed, you should implement the winning variation of your copy and monitor its performance. If your hypothesis was rejected, you should revise your hypothesis and test a different element of your copy. You should also document your learnings and insights from each test, and use them to inform your future copywriting decisions. By testing your copy regularly and systematically, you can write copy that builds trust and credibility with your audience, and achieve your desired outcomes.

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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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Dominik Fajferek

?? Porozmawiajmy o skutecznym SEO | ?? Head of SEO w ?? SEM House ??
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SEO optimization is also worth considering. A/B tests are worth creating for humans, but also for Google's algorithms. Unfortunately, in the case of search engines, it is not so easy because you need to pay special attention to what content is served to the algorithms. Often, changes to individual content are not enough because the whole website counts. Which does not change the fact that such tests are worth doing, but they take much longer.

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How can you write copy that builds trust and credibility in an A/B test?

1

2

3

4

5

6

7

1 Choose a clear hypothesis

2 Write two variations of your copy

3 Use trust signals and credibility boosters

4 Avoid common copywriting pitfalls

5 Run your A/B test and analyze the results

6 Apply your learnings and keep testing

7 Here’s what else to consider

Copywriting

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How can you write copy that builds trust and credibility in an A/B test?

1

2

3

4

5

6

7

1 Choose a clear hypothesis

2 Write two variations of your copy

3 Use trust signals and credibility boosters

4 Avoid common copywriting pitfalls

5 Run your A/B test and analyze the results

6 Apply your learnings and keep testing

7 Here’s what else to consider

Copywriting

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