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Best Practices for Testing Written Content

Whether you’re writing blog posts for your company, product descriptions, CTAs, or any other copy, testing written content is one of the simplest tests you can run. This is because written content usually has one primary metric, e.g., leads generated, which makes it easy to determine resulting uplift.

Testing copy is a fantastic way to increase conversion rates and your bottom line.

But just because this method can be easier than others doesn’t mean we marketers don’t need a little help sometimes! Here are three things to remember when testing written content:

1. Keep It Uniform

Ask yourself questions like “What are your users trying to do on this page?” and “What actions do I want users to complete on this page?” Think of CTAs that make people’s goals as easy and obvious to complete as possible. Make CTA copy and design uniform, so the customer experience stays consistent across all of your site’s pages.

You should try determining the information hierarchy of your site and thinking about the different levels of content you have. Then test your copy and sizing within the different levels of this hierarchy, keeping a close eye on consistency.

2. Keep It Concise and Explicit

Most prospects merely skim or scan the written content on a website, so large blocks of text should be avoided. Sometimes users might respond better to CTAs with different copy than you might expect. Here you might ask yourself: “What will make this CTA lower-risk to click on for my customers?”

An example of this is testing a “Buy” button on an ecommerce site with copy that instead reads “Add to Cart.” The idea here is that changing the copy to “Add to Cart” might be less intimidating to click on than a button that simply says “Buy.” Both are commands, but “Add to Cart” is more customer-friendly.

3. Keep It Primary

Another consideration for written content is making your most important content the primary focus of the page. Ask yourself “What do my users absolutely need to know?” and “What do my users want to know?” Once you’ve answered these questions, you can start conceptualizing how to showcase primary content versus secondary content.

You might be able to hide or reduce the size of secondary content in a way that would benefit the primary content and your most pressing conversion rate needs.

A great example of this is on the product page of fashion ecommerce sites. You might want to hide the product description in a dropdown, so it takes up less space and is only viewable if visitors want and choose to see it. The theory behind this is that eliminating secondary content on page load might get people to notice primary content (e.g., product name, brand, price, and “Add to Cart” button) more quickly in their path toward conversion (in this case, purchase).

Reducing the number of secondary elements that automatically appear on initial page load will also help your page load faster—which goes a long way to increasing conversion rate!

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