How do you optimize your CRO copy variants with A/B and multivariate testing?

3 How to choose between A/B and multivariate testing?

The choice between A/B and multivariate testing depends on several factors, such as your goal, resources, traffic volume, and confidence level. Generally, A/B testing is simpler, faster, and cheaper than multivariate testing but can only test one element at a time. On the other hand, multivariate testing is more complex, slower, and more expensive but can test multiple elements at the same time and reveal interactions between them. When deciding which method to use, consider the following guidelines: if you have a clear hypothesis about one element that you want to test (e.g. changing the color of a button or the wording of a headline), use A/B testing; if you have multiple hypotheses about different elements (e.g. changing the layout, font, and image of a page), use multivariate testing; if you have limited resources (time, budget or technical skills) and want quick and reliable results, use A/B testing; if you have sufficient resources and want more comprehensive and nuanced results, use multivariate testing; if you have low or moderate traffic volume and want to reach statistical significance faster, use A/B testing; if you have high traffic volume and can afford to run longer tests, use multivariate testing.

4 How to set up your A/B or multivariate test?

In order to set up an A/B or multivariate test, it is important to define a goal and key performance indicator (KPI), identify the elements you want to test and create variations, choose a tool or platform to create and run the test, randomly split website traffic between the variations, and monitor and analyze the results. For example, your goal could be to increase the number of newsletter subscribers, and your KPI could be the subscription rate. You could test the headline of your landing page and create two or more variations with different wording. You could use Google Optimize, Optimizely, VWO, or Unbounce as a platform for your test. Assign fifty percent of visitors to the original version and fifty percent to the variation. Then use Google Analytics, Mixpanel, or Kissmetrics to track and compare the conversion rates of the variations.

5 How to write effective CRO copy variants?

To write effective CRO copy variants, you need to apply some best practices of copywriting. First, you must know your audience and their pain points, desires, and motivations. Use language that resonates with them and addresses their needs and goals. Additionally, craft clear, concise, and compelling headlines that capture attention and communicate the main benefit of your offer. Incorporate power words, numbers, questions, or formulas to make your headlines more engaging. Furthermore, write persuasive and relevant body copy that supports your headline and explains the value proposition of your offer. Consider using bullet points, testimonials, social proof, or guarantees to build trust and credibility. Lastly, create strong and specific calls to action that urge your visitors to take the next step. Utilize action verbs, urgency, or incentives to create a sense of FOMO (fear of missing out) and increase conversions. Finally, test different variations of your copy elements and measure their impact on your conversions through A/B or multivariate testing to find out what works best for your audience and your goal.

6 How to optimize your CRO copy variants with A/B and multivariate testing?

To optimize your CRO copy variants with A/B and multivariate testing, you need to adhere to some best practices. Test one element at a time for A/B testing or multiple elements for multivariate testing. Make sure the changes are meaningful and can make a difference in conversions. Ensure the period of time and sample size are sufficient to reach statistical significance and confidence. Test consistently and fairly across different devices, browsers, and segments of your audience. Moreover, test iteratively and continuously to improve your CRO copywriting over time. Doing so will help you reach the best results and make the most out of your efforts.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?