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AB tests show importance of edited copy
20/07/2010
Having an editor to check over copy could be one way of improving conversion rates.
The importance of good copy to conversion rates has once again been shown by some A/B tests.
Explaining on the blog Writing for Digital, three content experts from IBM detailed how they conducted a test to find out how having an editor would affect engagement in terms of links on pages.
They therefore took an unedited marketing page and ran it in an A/B test against an edited one over the course of a month.
The results showed that there was a 30 per cent improvement with the edited version, once again showing how crucial good copy is to websites.
"What would 30 per cent better engagement do to your bottom line? I’m going to let you draw your own conclusions about how 30 per cent better engagement might affect your business," the authors said:
"But let's put an end to all the talk about editors being unnecessary."
Well-written and edited copy is not only crucial to improving conversion rates, but it can also help with search engine optimisation efforts.
Posted by Jane O'Leary
Explaining on the blog Writing for Digital, three content experts from IBM detailed how they conducted a test to find out how having an editor would affect engagement in terms of links on pages.
They therefore took an unedited marketing page and ran it in an A/B test against an edited one over the course of a month.
The results showed that there was a 30 per cent improvement with the edited version, once again showing how crucial good copy is to websites.
"What would 30 per cent better engagement do to your bottom line? I’m going to let you draw your own conclusions about how 30 per cent better engagement might affect your business," the authors said:
"But let's put an end to all the talk about editors being unnecessary."
Well-written and edited copy is not only crucial to improving conversion rates, but it can also help with search engine optimisation efforts.
Posted by Jane O'Leary