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Copy Testing Case Study

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Copy Testing Scenarios

Copy is one of the single most important and influential elements of any interactive ad.

Informed testing of ad copy can have an enormous positive impact on campaign performance.

The examples of copy testing offered in this case study span business-to-consumer and business-to-business marketing, and range from services priced at a few dollars to software priced at several thousand dollars.

In each case, structured copy testing, leveraging proven interactive best practices, produced major performance gains for interactive marketers.

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Control:

43% increase in leads+

25% decrease in the cost-per-lead

Test A:

A revised headline, focusing on the child instead of the school, produced double digit gains in performance.

K12 Copy Test

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Control:

Test A: Omitted the subhead, essentially a repetition of the call to action.

86% increase in CTR

128% increase in CTR

Test B: Preserved the subhead, and varied the call to action.

Symantec Copy Test

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190% increase in trials.

Revised the headline to include a credible and quantified claim of “over 4 million songs” instead of “millions of songs”.

Napster Copy Test

Control: Test A:

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13% increase in click through

The headline and call-to-action are now focused on the specific topic of customer “feedback” and the call-to-action leads with the most desired response.

Zoomerang Copy Test

Control:

Test A:

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Test A:

33% increase in Qualified Leads

Test B:

The sequence of the copy components has been flipped, to lead with the mortgage calculator and follow with refinancing.

Lending Tree Copy Test

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Copy Test Insights & Actions

Each copy component – headline, subheadline and call-to-action – has an impact on performance and can be isolated, tested & optimized.

Short copy, which can be quickly read and absorbed, often produces better performance than lengthier copy.

Focusing on the customer needs fulfilled by the product, rather than the attributes of the product itself, can produce superior results.

Sequence of copy points can be a crucial variable. The headline should flow smoothly into the subheadline and then into the call-to-action. Each one builds on the other, progressively heightening interest.

Continual testing – of both all-new copy as well as small changes to existing copy – is among the most efficient and effective ways to significantly improve campaign performance.

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