What are the best practices for A/B testing product descriptions in your copywriting portfolio?

1 Why A/B test product descriptions?

A/B testing product descriptions can help you improve your copywriting skills, optimize your portfolio, and impress potential clients. By testing different elements of your product descriptions, such as headlines, benefits, tone, length, or calls to action, you can discover what works best for your target audience and niche. You can also use A/B testing to demonstrate your value as a copywriter, by showing how your product descriptions can increase sales, engagement, or loyalty for your clients.

2 How to choose what to test?

Before you start A/B testing product descriptions, you need to have a clear goal and hypothesis. A goal is what you want to achieve with your product description, such as increasing conversions, clicks, or sign-ups. A hypothesis is what you think will help you achieve that goal, such as using a more emotional headline, highlighting a specific benefit, or adding a sense of urgency. You should also choose one variable to test at a time, such as the headline, the body, or the call to action. This way, you can isolate the effect of each change and avoid confusion.

4 How to analyze and interpret A/B test results?

After you run your A/B test, you need to analyze and interpret the results. The most common way to do this is to use a statistical method called significance testing, which tells you how likely it is that the difference between the two versions is not due to chance. You can use online calculators or tools that provide significance testing for A/B tests, such as VWO, AB Tasty, or Convert. You should also look at other metrics that are relevant to your goal, such as bounce rate, time on page, or revenue per visitor.

5 How to use A/B test results in your portfolio?

Once you have your A/B test results, you can use them to improve your portfolio and showcase your skills. You can do this by adding a case study or a testimonial that highlights how your product description improved the performance of your client's website, email, or landing page. You can also use screenshots, graphs, or numbers to show the difference between the two versions and the impact of your copywriting. You should also explain the goal, hypothesis, and process of your A/B test, and what you learned from it.

6 How to keep improving your product descriptions with A/B testing?

A/B testing is not a one-time thing. You can always keep testing and improving your product descriptions with new ideas, insights, and feedback. You can also test different segments of your audience, such as age, gender, location, or behavior, and see how they respond to your product descriptions. You can also test different channels, such as web, email, or social media, and see how your product descriptions perform on each one. By doing this, you can refine your copywriting skills, optimize your portfolio, and deliver better results for your clients.

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?