Research method
Copy Testing
A form of user research focused on website copy and written content. A sample pool of users are recruited and asked to review excerpts of copy. They are then asked to answer a series of questions to assess their level of understanding, outstanding questions and next steps. Our recommended copy testing tool is Wynter.
When to reach for it
Understand how your audience perceives your messaging
- Is anything confusing or unclear?
- Is there something that doesn’t make sense or misses the mark?
Validate your audience’s pain points.
- Do they feel your company understands their needs and solves their problems?
Define the benefits that resonate the most with your audience.
- What benefits are they most interested in?
- What benefits are they least interested in?
Stand out from the competition
- You can identify if the headline resonates with the target audience, if they find it unique or bland.
Strengths and limits
Pros
You can outsource the participants, meaning that you don’t need:
- to implement any new tools on your actual website.
- a lot of visitors on your site, or existing customers to get started.
Gather qualitative feedback on the website copy and content.
Recruit people who match your ICP.
Cons
Copy testing is focused only on copy, you can't / shouldn't use this method to gather insights about design or functionality.
Practical considerations
Recruitment
You need to consider who is your target audience and ensure that the participants match your ICP. You should evaluate if the tool you are going to use will help you find relevant participants in the right audience, or if you can find those participants elsewhere.
Common tools
Go deeper
Recipes that use this method
A method earns its value when its signal corroborates others. Here is where this one does its work.
- B2B ICP Research
- Brand Perception Baseline & Tracking
- Content-to-Lead Conversion Research
- Involuntary Churn & Payment Recovery Research
- Landing Page Optimisation
- Lead Quality Research
- Researching With Low Traffic
- SaaS Pricing Page
- Traffic Quality & Channel Fit Research
- Trust & Credibility Audit
- Validating a Redesign Before Build
- Value Proposition & Messaging
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