Here’s a hard truth: even the best copywriters don’t always get it right on the first try. What sounds brilliant in your head might fall flat when real people read it. That’s where A/B testing (or split testing) comes in — it’s the secret weapon that takes the guesswork out of copywriting.
Because let’s be honest, sometimes a small change — a different headline, a tweaked CTA, even a single word swap — can make the difference between a visitor clicking that button or bouncing forever. And the only way to know what works (instead of just assuming) is to test it.
If you need expert help with A/B testing or writing copy that converts, consider copywriters for hire who specialize in high-impact content.
So, let’s break it down. What is A/B testing? How do you do it? And most importantly, how do you use it to write website copy that actually converts?
What Is A/B Testing? (And Why Should You Care?)
A/B testing is exactly what it sounds like: you take two versions of something — Version A and Version B — and see which one performs better. Simple, right?
But here’s the key: you only change one element at a time. Otherwise, you won’t know what actually made the difference.
For example:
- Did changing “Get Started” to “Start My Free Trial” increase clicks? Run a test.
- Did a friendlier, more conversational headline keep people on the page longer? Run a test.
- Did swapping bullet points for short paragraphs boost engagement? You get the idea.
A/B testing takes opinions and gut feelings out of the equation. It tells you, with real data, what actually resonates with your audience.
Where to A/B Test Your Website Copy
Not all words on a website carry the same weight. Some are make-or-break — they directly impact conversions. Others? Less so. Here’s where you should focus your A/B testing efforts:
1. Headlines (Your First Impression)
Your headline is the most important piece of copy on any page. If it doesn’t grab attention in three seconds, visitors are gone. Testing different versions can have a massive impact on engagement.
Example:
- A: “The Only Marketing Software You’ll Ever Need”
- B: “Grow Your Business 3x Faster with This All-in-One Marketing Tool
Which one works better? You won’t know until you test.
2. Call-to-Action (CTA) Buttons
A weak CTA is like a handshake with a dead fish — awkward and forgettable. Test different versions to see what gets more clicks.
Example:
- A: “Sign Up”
- B: “Join 50,000+ Entrepreneurs Growing Their Business Today”
Even small tweaks like color, placement, or button size can make a difference.
3. Product Descriptions & Feature Lists
People don’t just want to know what your product does — they want to know what it does for them. Testing different ways to frame benefits can help you find the most compelling message.
Example:
- A: “Our software includes real-time analytics, automation, and integrations.”
- B: “Save hours every week with real-time insights, automated tasks, and seamless integrations.”
Notice how the second one is outcome-driven? That’s what you want to test.
4. Testimonials & Social Proof
Believe it or not, even how you present reviews can impact conversions. Try testing different formats:
- Short quotes vs. longer case studies
- Including a customer’s full name and photo vs. just initials
- Testimonials with specific numbers vs. general praise
Example:
- A: “This tool helped our team streamline our workflow. Highly recommend!” — Sarah M.
- B: “We cut down reporting time by 47% in just two months. Game changer!” — Sarah M.
People trust numbers. If you’ve got them, use them.
5. Pricing Page Copy
How you present pricing matters. Some tests worth running:
- Showing monthly vs. annual pricing upfront
- Using “Starting at $XX” vs. “Only $XX per month”
- Offering a “money-back guarantee” vs. “risk-free trial”
Sometimes, just rewording how you describe a cost can make it feel less intimidating.
How to Run a Good A/B Test (Without Screwing It Up)
Running a test sounds simple: change some words, sit back, and wait for magic to happen. But if you want reliable results, there are a few rules to follow.
1. Test ONE Thing at a Time
If you change five things at once — headline, CTA, testimonials, colors — you won’t know what made the difference. Was it the new CTA? The bolder headline? No clue.
Pick one variable, test it, get results, then move to the next.
2. Get a Big Enough Sample Size
A/B testing isn’t instant. You need enough people to visit your page before making a decision. If only 20 people see each version, your results aren’t reliable. Ideally, you want at least a few hundred visitors per test.
3. Run Tests Long Enough to Get Real Data
A lot of people panic after a day and declare a winner. Bad idea. Trends fluctuate, and early results can be misleading. Let your test run for at least a week, sometimes longer, depending on traffic.
4. Trust Data Over Opinions
Maybe you love Version A. Maybe your boss thinks Version B is “off-brand.” Doesn’t matter. Data wins. If the numbers show one version performs better, go with it — even if it’s not your favorite.
5. Keep a Testing Log
Seriously, document everything. What you tested, when you ran it, what the results were. Otherwise, you’ll forget what worked and waste time repeating tests you’ve already done.
Common Mistakes (And How to Avoid Them)
🔴 Changing too much at once → Stick to one change per test.
🔴 Not running the test long enough → Let it run at least a week.
🔴 Making assumptions from small data sets → Wait for significant numbers.
🔴 Ignoring mobile users → Always test on both desktop and mobile.
🔴 Focusing only on clicks, not conversions → A test might increase clicks but hurt sales. Always track the full funnel.
Final Thought: A/B Testing Never Ends (And That’s a Good Thing)
A/B testing isn’t a one-and-done deal. Consumer behavior changes. Trends shift. What works today might not work next year. The best companies — Amazon, Airbnb, Spotify — they never stop testing.
So keep experimenting. Keep tweaking. Keep questioning.
Because the beauty of A/B testing is that there’s always a way to improve. And when you find that one tweak that doubles conversions? That’s when you realize — good copy isn’t just words. It’s science.
