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Do you work with clients through split testing?

by SC83
7 replies
I'm really new here and just getting started in copywriting (I've been writing info articles/books for many years though) so hopefully this isn't too big of a 'beginner' question, but I'm just wondering, after you deliver your copy (say a sales page) to a client, do you work with them after they do split testing to make further improvements?

Or do any copywriters split test themselves first?

I'm just trying to understand the typical client process for copywriting. With articles they tell me the titles (or I pitch), their keywords and off I go, but copywriting is obviously different.

Also, do you have a standard set of questions you have them answer about their product before starting? I came across a form that they use on the Success doctor website the other day (can't post the link as my post count isn't high enough) and was wondering how common that is as well.
#clients #split #work
  • Profile picture of the author CopyAcolyte
    Originally Posted by SC83 View Post

    I'm really new here and just getting started in copywriting (I've been writing info articles/books for many years though) so hopefully this isn't too big of a 'beginner' question, but I'm just wondering, after you deliver your copy (say a sales page) to a client, do you work with them after they do split testing to make further improvements?

    Or do any copywriters split test themselves first?

    I'm just trying to understand the typical client process for copywriting. With articles they tell me the titles (or I pitch), their keywords and off I go, but copywriting is obviously different.

    Also, do you have a standard set of questions you have them answer about their product before starting? I came across a form that they use on the Success doctor website the other day (can't post the link as my post count isn't high enough) and was wondering how common that is as well.
    I, too, would like an answer to this. Good question.
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    • Profile picture of the author fasteasysuccess
      It really depends on the copywriter, but myself personally and many others I know, help clients through the split test process. If serious about your clients, then you should obviously want your clients to have the best possible success.

      However, if it's not your copy personally but a clients copy you created for them, then let them do the split testing and you help. But it shouldn't be you spending the money to split test the clients copy unless they paid you to do that as well. They pay for the split test and traffic and again, unless they paid you to do that as well.

      For example, after my clients copy begins to run and he gets x conversions or results after a short period of time, then I will suggest using alternative headline or headlines I created when was writing the original copy anyways.

      This way myself and the client can see if generates better results. Then can go on to test other things like offer, lead, and so on. After you been doing it a while, you will begin to see quick things that can be adjusted and boost your results fast.

      It's not only great to help the clients with their split testing efforts, but also if you have invested interest such as a royalty agreement plus upfront fee like I usually set up when I create copy for clients, then you are putting more money in your pocket also. It makes it a win/win.

      It's great when clients want to split test and that's the right thing to do, but sometimes you need to educate clients on why they should be split testing because they don't.

      Just beware of the time you are investing in split testing and make sure the client doesn't take advantage of that as well.

      And for the last question, yes I use certain questions that I email or ask the client before starting to not only help myself write the copy, but also help the client reach their goals as well.

      The key really with the questions is to learn as much as possible about the product or service and the target market. Hope that helps.
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      • Profile picture of the author davechan
        Ideally, split testing is key to every copy you write, whether AD campaign, landing page, pre-sales page, etc. This is the only way you can tell what copy drives people to click or purchase. Of course, this is a time consuming process which many people for forgo for speed reasons.

        But, if you want to have the best quality experience for your client, you must slit test. The biggest problem is that you can split test so many different aspects of a copy.

        Try some obvious sections first. Split test the main heading. Then split test the sub headings (bolded) and finally split test minor copy. In this way, you'll have some way to quantifiably justify your fee.
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  • Profile picture of the author briancassingena
    On this subject, which is a great post by the way, I am interested in hearing member's methods of getting this stuff done with the client. As most copywriters know, it's another story altogether to get the client to use your copy. (For many clients just having the copy done is "taking action" enough)

    How do you get them to use the copy, do testing, etc?
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    • Profile picture of the author SC83
      Thanks very much for the responses on this - that's very helpful to know.

      On a further note, related to working with clients on an ongoing basis, if they come to you and tell you your copy isn't converting, do you offer free alterations with it to try and get it converting better?

      I'm sure with more experience you become better and the copy will naturally convert well, at least that's the hope, but a big fear of mine would be charging someone for copy when just starting and not having it sell.
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    • Profile picture of the author ARSuarez
      Originally Posted by briancassingena View Post

      On this subject, which is a great post by the way, I am interested in hearing member's methods of getting this stuff done with the client. As most copywriters know, it's another story altogether to get the client to use your copy. (For many clients just having the copy done is "taking action" enough)

      How do you get them to use the copy, do testing, etc?
      Since many of my clients have been online, I usually stay with them for about 2 weeks after the copy goes live. This way, we can measure results and make necessary changes.

      If you're just a copywriter, nobody expects you to stick around after the copy is delivered. However, if you want to bill yourself as a consultant and expert/advisor, then it's almost expected for you to stick around.

      Generally, I'll just keep working until the results are satisfactory. Bump the response rate, etc.

      And how you "get" them to do it is by...

      1) Being selective and make sure they're the kind of person/client who will

      2) Reminding them they've paid you $XXXX - it's in their best interest to try and maximize that ROI by taking your advice

      That's really all their is to it. Have them keep you up to date with what's going on. If it's online, get access to the software that measures clicks and such.

      Let me summarize it this way: be involved. The more involved and hands on you are, the more clients will admire you for taking their project seriously. And that kind of admiration leads to referrals.
      Cheers,

      Angel
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  • Profile picture of the author Stephen Dean
    I always offer to test with clients, either split or multivariate testing. It can be difficult when the client hasn't mastered getting traffic, but most of my clients lately get a ton of it. So testing is quick and easy

    For a copywriter, there's no better way to learn than to see the results come in. So if you're matched with a client who has traffic it's really a benefit to you, the copywriter, to test.

    And it also goes a long way towards making the client happy. Sometimes your favorite headline doesn't quite do the trick and the client might think the copy is less than stellar. Yet swap the headline with one that works and suddenly they're very happy indeed

    Cheers,
    Stephen Dean
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