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You’re struggling to write compelling copy. How can you measure its impact on your target audience?

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You know that writing compelling copy is essential for engaging your target audience and persuading them to take action. But how do you know if your copy is actually working? How can you measure its impact and improve it based on feedback and evaluation? In this article, you'll learn some practical tips and tools to help you assess and optimize your copywriting skills.

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Scott Gardner

Founder & Partner at New Media Advisors ?? Helping enterprise brands grow in SEO, Content & Local Digital ??
Jason Patterson

Founder of Jewel Content Marketing Agency | Truths & Memes | Content Strategy, Thought Leadership, Copywriting, Social…
Zayden N

Saving busy CEOs and founders time designing their LinkedIn and content so they can have free hours to spend it with…

1 Define your goals

Before you write or test any copy, you need to have a clear idea of what you want to achieve with it. What is the purpose of your copy? Who are you writing for? What action do you want them to take? How will you measure success? These are some of the questions you should answer to set specific, measurable, achievable, relevant, and time-bound (SMART) goals for your copy. For example, if you're writing a landing page for a new product, your goal might be to increase conversions by 10% in one month.

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Trent Warner

Fractional CMO | ROI-Focused Marketing Strategist | Collaborating with CFOs to Grow EOS Organizations
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Want to craft compelling copy? Define Your Purpose: Clarify your copy's objective. Is it to inform, persuade, entertain, or inspire? Know Your Audience: Understand your target audience deeply—know their needs, preferences, and pain points. Call to Action: Be explicit about what you want your readers to do. Whether it's a purchase, subscription, or sharing, make your call to action precise and irresistible. Measure Success: Gauge your copy's effectiveness with metrics like click-through rates, conversions, and engagement. Monitor progress and adapt your strategy. SMART Goals: Follow the SMART framework for goals. They should be Specific, Measurable, Achievable, Relevant, and Time-bound.

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2 Use A/B testing

One of the most effective ways to measure the impact of your copy is to use A/B testing. This is a method of comparing two versions of your copy (A and B) to see which one performs better according to your goals. You can test different elements of your copy, such as headlines, subheadings, calls to action, images, layout, tone, and length. You can use tools like Google Optimize, Optimizely, or Unbounce to run and analyze your A/B tests. The key is to test one variable at a time, use a large enough sample size, and run the test for a sufficient period of time.

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Anna Crews

Brand and Content Specialist
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Make sure the pages you choose to conduct A/B testing are: - not your top converting pages, but still commercially important - gaining significant enough traffic to actually warrant an A/B test You don't want to throw away opportunities on your already well converting pages by being too experimental. At the same time, you need to actually test what works with your consumer base. This balance is sensitive but can be achieved.

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3 Collect feedback

Another way to measure the impact of your copy is to collect feedback from your target audience. You can use surveys, polls, interviews, or reviews to ask them what they think of your copy, how they feel about it, and what they would change or improve. You can use tools like SurveyMonkey, Typeform, or Hotjar to create and distribute your feedback forms. The key is to ask open-ended, specific, and relevant questions that elicit honest and constructive responses.

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4 Track metrics

A third way to measure the impact of your copy is to track metrics that indicate how your audience is interacting with your copy. You can use tools like Google Analytics, HubSpot, or Mailchimp to monitor and report on metrics such as page views, bounce rate, time on page, click-through rate, conversion rate, and retention rate. These metrics can help you understand how your copy is attracting, engaging, and retaining your audience, and how it is influencing their behavior and decisions.

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5 Apply insights

The final step to measure the impact of your copy is to apply the insights you gained from your testing, feedback, and metrics to improve your copy. You should look for patterns, trends, and correlations that reveal what works and what doesn't work for your audience. You should also experiment with different ideas, formats, and strategies to see if they can enhance your copy. The key is to keep testing, learning, and optimizing your copy until you reach your goals.

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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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Scott Gardner

Founder & Partner at New Media Advisors ?? Helping enterprise brands grow in SEO, Content & Local Digital ??
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If you're struggling to write compelling copy, then put yourself in your customers shoes: - break down their false beliefs and myth bust - focus on the problems they have and search for - get to the point with clear, direct answers to common questions - write in their voice using their lingo (avoid company jargon) - use 'people like me' stories to show proof and relatability that can tug at the hearts & minds of your customers - show them a better way and what a desired outcome could be like - have fun, be likeable and be relatable.

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Jason Patterson

Founder of Jewel Content Marketing Agency | Truths & Memes | Content Strategy, Thought Leadership, Copywriting, Social Media 'n' Stuff for B2B & Tech
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Assuming you're a good copywriter, if your copy isn't compelling your audience, that usually means you've misread the audience. In other words, the angle you're using isn't compelling. That might be the fault of whoever briefed you. Or it might be your fault. Figure out which before you try to remedy it.

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Zayden N

Saving busy CEOs and founders time designing their LinkedIn and content so they can have free hours to spend it with their family
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If you are struggling to write compelling copy… Here's what you should consider doing: Hand copy great (highest grossing) sales pages or ads before you sit down to a copy. Hand copying will help you understand how a good copy feels like. And it will help you write a great compelling copy. I've seen and read, many people do, in old times, and it is done by digital writers too.

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You’re struggling to write compelling copy. How can you measure its impact on your target audience?

1

2

3

4

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6

1 Define your goals

2 Use A/B testing

3 Collect feedback

4 Track metrics

5 Apply insights

6 Here’s what else to consider

Copywriting

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You’re struggling to write compelling copy. How can you measure its impact on your target audience?

1

2

3

4

5

6

1 Define your goals

2 Use A/B testing

3 Collect feedback

4 Track metrics

5 Apply insights

6 Here’s what else to consider

Copywriting

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