Despite having great promising results from copy tests (aka quick wins), it is essential to highlight that it will just work when a strong strategy is applied behind it. This can sound extremely awkward when thinking about how such a qualitative hypothesis could be transformed into a steady one.
Therefore, here is a straightforward structure of steps to help you build an effective strategy for copy tests or improve your current framework.
1º step: Get yourself immersive in the brand and product benefits intensively.
Some questions that may help you:
- What are the beliefs and purposes of the brand? How it desires to be perceived by users?
- What are the main benefits that the user will have by purchasing it?
- What makes this product to be better than the competitors’ offers? Why should users buy the product from you and not from another brand?
- What are the similar choices users could buy instead of your product?
So that you know, it is essential to know about the brand as much as the product. Nowadays, users not only want to have material goods but also make sure that the brand they are relying on correspondents with their ideology.
2º step: Get to know who your target is.
For this, you should determine the visitors on the website as much as you need to find out who the buyers are. So, it is necessary to get into quantitative data:
- What is the gender and age of each audience? Are there differences between those who visit the site and do not make a transaction with those who do?
- Among those who purchase, the gender or age affects their behavior?
- Are there some potential groups that need to be taken into consideration in the product messaging?
By doing this analysis, you will have a lot of insights and guidance on what your next steps in research should be focused on.
3º step: Research your target deeply.
There are several aspects that you should analyze to gather the highest number of insights as it is possible:
- Internal research:
What are the most frequent questions that users send to customer service?
What are the most common reasons for users to return products?
What are the most recurrent topics that users mention in reviews?
2. External research:
What are the issues that users have that they expect to resolve by purchasing the product?
What are the objections they have once they consider buying the product?
What are the psychological triggers to buy it?
What are they thinking about when buying it?
This is the step you should invest more time working on since the most valuable insights come from it. This will open your eyes to tons of content you should have been communicating on the product page, but you still need to.
4º step: Analyze the qualitative data.
By analyzing heatmaps, scrollmaps, and video recordings, you will discover where to insert every kind of content to create strong storytelling throughout the page you are optimizing.
The copy strategy must consider users’ behavior because each audience will have singular paces of evaluating the product offered depending on your segment market. For example: if you are a fashion store, perhaps users want to see the product’s images before reading the attributes of the brand or product; on the other hand, if you are selling a course, maybe users need to be convinced first about the teacher’s background or even they would like before to know what are the modules available.
That is why you must carefully analyze the qualitative data to observe the sections they are paying attention to the most, spending more time reading the content, etc.
Then, once you finished all your research and analyzed your data, you will be prepared to build the best strategy to communicate better with your potential clients.
This is one of the frameworks we follow to reach significant results on our clients! If you want to know more about it, we will be happy to talk to you!