Testing copy, why do it and does it really make a that much of a difference? A/B and multivariate testing can help you improve your website and increase online sales. But testing regularly can be a pain, especially if you’re just not that interested in data, analytics, and having to constantly readjust your website. For some business owners, testing is the last task they want to think about. For inspiration, consider the following as they may prompt you to test your copy more often.
Value
It’s one little word – but it’s a very important word to your customers. Maintaining a strong website filled with great content, useful information, product and service descriptions, and other stuff requires you to try out new writing styles, present information in a new and fresh way, and review content to make sure it’s still relevant.
People respect, enjoy, and frequently visit websites that provide value. Not only will they benefit from learning something new, you will benefit from an increase in sales. Compare conversion rates each time you refresh website content to see the change in sales. Continue to improve and offer the best content possible to maintain a successful business.
Become an Expert
People flock to experts when they want knowledge and information. Updating information often helps build trust and encourages people to view you as the best in your industry. But how do you know which information needs updating and which should stay?
Add or delete pages to see if these changes affect the number of visitors you receive, bounce rates, and sales. Test the types of content you offer – add an interview with a respected author or expert in your industry, or a video demo to see how visitors respond.
Become a Rock Star
How you present information is just as important as the info itself. Test new web page designs, images, fonts, and other elements to determine which ones result in increased conversion rates. Presenting information in a new format such as video clip, illustration, or infographic could help you reach people that are more visual, for example.
Testing Isn’t so Bad After all
It doesn’t have to be all about your bottom line – as you can see, testing web copy helps you run a better business (which will lead to an increase in profits over time). And no, you don’t have to spend all your time testing different design elements, or copy presentations. Just spend enough time to learn about your market and how they want to view information. Make design and copy decisions and then make changes over time. Compare sales results to see which elements should stay and which should go.