How do you test and refine your copywriting tone and voice in multivariate testing?

Multivariate testing is a powerful technique for web design that allows you to compare different versions of your website and see which one performs better. But how can you use multivariate testing to improve your copywriting tone and voice? In this article, you will learn how to set up, run, and analyze multivariate tests for your web copy, and how to use the results to refine your message and connect with your audience.

1 What is multivariate testing?

Multivariate testing is a form of A/B testing that involves testing multiple elements of your website at the same time. For example, you can test different headlines, images, colors, fonts, and calls to action on the same page, and see how they affect your conversion rate, engagement, or other metrics. Multivariate testing allows you to measure the interactions and synergies between different elements, and find the optimal combination for your goals.

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2 Why use multivariate testing for copywriting?

Copywriting is the art and science of writing words that persuade, inform, or entertain your readers. Your copywriting tone and voice are the personality and style of your writing, and they can have a huge impact on how your readers perceive and respond to your message. By using multivariate testing, you can experiment with different tones and voices for your web copy, and see which ones resonate with your target audience, match your brand identity, and achieve your desired outcomes.

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Blessing Unukpo

LinkedIn Brand Storyteller for Ambitious Founders & Entrepreneurs | Medical Laboratory Scientist, Chemical Pathology: B.MLS, AMLSCN
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The logic is the ability to "kill 2 birds using 1 stone." Multivariate testing gives you that beautiful privilege. An experimentation with different tones, voices, and styles in your copy writing, helps you to know which one among the copies appeals to the emotions of your target audience more, hence you don't get stuck while trying to figure it out. The SECRET is being able to effectively use Multivariate testing efficiently. When done properly, it enables you achieve your desired outcomes amazingly. Try using: * some twists in the headlines, * some twists in writing fonts, * variations in writing styles, * variations in power-words, * changes in color codes * twists in emotions, * variations in CTAs, Observe which does better!

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3 How to set up a multivariate test for copywriting?

To set up a multivariate test for copywriting, you need to have a clear hypothesis, a well-defined goal, and a reliable tool. Your hypothesis should state what elements of your web copy you want to test, and how you expect them to affect your goal. For example, you can hypothesize that using a more casual tone and voice will increase your click-through rate, or that using more emotional words will boost your sales. Your goal should be measurable and relevant to your business, such as conversions, sign-ups, or revenue. Your tool should be able to create and run multivariate tests on your website, and provide you with accurate and actionable data. There are many tools available for multivariate testing, such as Google Optimize, VWO, or Optimizely.

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Kristina Laskova

Marketing Team Lead @ Coordea | Marketing Manager @ Agorify | Freelance Copywriter, SEO Content Writer & Editor
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Besides the change of tone, multivariate can be in terms of CTAs, headings, subheadings, and the body of the text itself. You can also create a few variations of the exact copy differing in length or highlighting different parts of the main message the copy is aiming to convey. Additionally, multivariates can test what performs better: a copy that emphasizes the benefits or a copy that empathizes with the features. Last but not least, defining the multivariate in advance is key.

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4 How to run a multivariate test for copywriting?

To run a multivariate test for copywriting, you need to create different versions of your web copy, assign them to different segments of your traffic, and monitor their performance. You can create different versions of your web copy by changing the tone, voice, word choice, sentence structure, or punctuation of your text. You can assign them to different segments of your traffic by using randomization, targeting, or personalization. You can monitor their performance by tracking the metrics that relate to your goal, such as bounce rate, time on page, or conversion rate.

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5 How to analyze a multivariate test for copywriting?

To analyze a multivariate test for copywriting, you need to compare the results of the different versions of your web copy, and see which one has the highest impact on your goal. You can use statistical methods, such as confidence intervals, significance levels, or p-values, to determine if the differences between the versions are meaningful and not due to chance. You can also use qualitative methods, such as feedback, surveys, or interviews, to understand why the differences occurred and what emotions or motivations they triggered in your readers.

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6 How to use the results of a multivariate test for copywriting?

To use the results of a multivariate test for copywriting, you need to implement the winning version of your web copy on your website, and measure its long-term effects on your goal. You can also use the results to learn more about your audience, their preferences, and their behavior, and use this knowledge to improve your future copywriting projects. You can also use the results to test new hypotheses, and continue to optimize your web copy for better results.

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How do you test and refine your copywriting tone and voice in multivariate testing?

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1 What is multivariate testing?

2 Why use multivariate testing for copywriting?

3 How to set up a multivariate test for copywriting?

4 How to run a multivariate test for copywriting?

5 How to analyze a multivariate test for copywriting?

6 How to use the results of a multivariate test for copywriting?

Copywriting

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How do you test and refine your copywriting tone and voice in multivariate testing?

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5

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1 What is multivariate testing?

2 Why use multivariate testing for copywriting?

3 How to set up a multivariate test for copywriting?

4 How to run a multivariate test for copywriting?

5 How to analyze a multivariate test for copywriting?

6 How to use the results of a multivariate test for copywriting?

Copywriting

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