Choosing Elements to Test in Your Copy

By Karon Thackston © 2009, All Rights Reserved

You hear it all the time. “Test your copy.” “You should make a point to regularly test elements in your copy.” “Never neglect your testing.” These mantras are almost always followed by a rousing chorus of, “What – exactly – do we test?”

Let me give you a few ideas just to get you started. Once you pick up on how to think like a tester, you’ll be able to create a list of your own.

Headlines

THE most-read element on any web page is the headline. How can you change a headline? Try focusing on different benefits of your product/service. In one headline focus on the fact your LED light bulb will save users 47% on their energy bills. In another headline sing the green benefits of your bulbs.

Change the word order of the headline. Flip one or two words within the headline. Then watch and learn. You’ll oftentimes be amazed at what you find.

Digits vs. Words

Are you having a 1/2 off sale? Have you thought about having a half-off sale instead? Or a 50% off sale? Simply restating digits as words or stating fractions as percentages can have a big impact on conversions.

Have research results to share? Tell readers that 3/4 of those polled loved your product. Then tell them that 75% love it… or that three out of four users loved it. Take note of what happens.

Adjectives and Verbs

Two of the most important word types in the English language are adjectives and verbs. What happens if the landscaper you’re writing about is described as an “expert” as opposed to being described as a “creative” landscaper?

What difference would it make if this creative landscaper “planted” the flowers and scrubs as opposed to “placing” them? Would your audience rather work with a professional that “designs” landscapes or “creates” them?

What if the “landscaper” is referred to as a “landscape artist?” (OK, that’s actually a noun, but you get the idea.)

Offers/Bonuses

Making a special offer? Test your bonuses. Instead of providing a discount when the customer buys two or more items, give them free shipping and see what happens. Including a free white paper with each purchase? Site visitors might prefer podcasts instead. You’ll never know which works best until you test.

Do you see where I’m going? Take a fresh look at your copy. Break out your thesaurus and an empty Word or notepad doc. Jot down everything that could be changed in some minor way and start testing.

Google’s Website Optimizer is a free tool that gives you pretty decent results. It’s fairly easy to set up takes just a few minutes. Check it out at www.Google.com/websiteoptimizer.

Unless you are familiar with multivariate testing protocols (testing more than one element at a time), I’d strongly suggest that you do simple A/B tests, at least to start with. This way you’ll know for certain which of the changes you made had what types of impact on your copy.

The web is an interactive medium. In order to keep pace, you’ll need to continually test and track your copy in order to get the best results.