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Question on A/B Testing of Copy Techniques

by Ryan Gabriel
1 replies
How do you all test isolated copy techniques against controls?

I'm talking about something like testing "copy A" against "copy A + [insert single unique technique here]." That single unique technique could be anything that makes your two copies different.

Keep in mind, I do not want to test copy for any specific product, but I want to compare the actual techniques against each other.

At first, I thought I could find some ultra cheap keywords with huge traffic, but apparently they don't exist. I wasn't looking for profitable keywords, mind you, as the conversion criteria I'd be applying to this project would be a simple opt in. No purchases here.

How do you do it? Does it just take a massive investment?
#a or b #copy #question #techniques
  • Profile picture of the author MikeHumphreys
    Ryan,

    I like to use multi-variate testing for my online copy although I started testing offline with just plain old A-B split testing on direct mail.

    It depends on your needs, budget, and personal philosophy.

    If you want to use a free testing tool, you can use something like Google Analytics or a free split testing tool (just Google the phrase to find a bunch of them).

    As with any free tool, there will be little or no tech support available if you get stuck. And with Google's tool, you're giving them access to a lot of your business data like conversion rates, # of sales being made, keywords used, and so on.

    I usually use a tool I had created which is called Easy Multi Tracking. It's a one-time fee and you can use it on as many of your sites as you want.

    You can test multiple elements on a page (i.e. headline 1a vs. 1b vs. 1c; background color 1 vs. b.c. 2 vs. b.c. 3 vs. b.c.4; etc. etc) or rotate pages (sales letter version 1 vs. sales letter version 2)

    Hope that helps,

    Mike
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