How Copytesting works

If you understand what the problems are, you can address them.

Step #1: Decide on the page to copy test

Copytesting is best for direct response copy - pages that try to get the visitor to take action.

This might be your home page, a campaign landing page, ecommerce product page or SaaS features page. 

If I were to run CXL Institute, I might choose this sales page:

Step #2: Pull that URL into Copytesting


Copytesting makes a nice screenshot of it. 

Or you can take your own screen shot, and upload it. Great for mockups, or private pages.

Step #3:  Highlight areas you want audience insights on

Divide your page into logical copy blocks. You will get separate data on each block. 

Step #4: Panel selection

Choose panel size, and the audience you want to get insights from.

You can choose between several pre-made audiences we've built. Many more audiences are coming soon, and you can request the audience you need.

Where does the audience come from?

We're building our own database, and we tap into various reputable panel recruitment APIs.

We then do pre-qualification surveys on top of that (e.g. if we need to build a fitness panel, we pre-survey the panel on their diet/fitness habits, and can then build an audience of people who work out 3x/week and don't eat carbs). So we can recruit the panel based on demographic and firmographic parameters.

Step #5:  Get the full results in under a day

Once the panel is complete, you will receive an email from us. 

Step #6:  Go through the data, extract the insights

The data will show you 3 very important things.

First you’ll identify which copy blocks need the most help: where clarity (ClearScore) and relevance (CareScore) are mediocre or poor:
 

Then go through all the qualitative answers to research questions for each block:
 

Finally, look at the feedback on the whole copy. You’ll learn things like what’s still confusing even though they read everything. 
 

Here’s a video that gives you a better idea of how it all works:
 

Step #7:  Make copy edits

Now you know exactly how to improve your copy!

Armed with new insights, make edits to your copy. Either do another round of copy testing, or ship the updates live. 

Know exactly how to improve your website copy

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