A few months back I was attending a Triangle AMA meeting in which Brooks Bell was speaking about e-mail marketing optimization efforts. During the Q&A session, I asked her the following: “If you only had enough money to hire one person, which would it be – a copywriter, or a designer?” Before I tell you what she answered, let me tell you about a little test we just ran for a client.
We took over a new account in October, and have had nothing but great success since taking over the account. Even though we were having success, we still had recommended doing some A/B testing of their landing pages to try to improve results even further. Specifically, we wanted to give a friendly new look, but we also wanted to test their copy on the page as well. Without changing too many variables, we settled on performing an A/B/C test. The A would be the original, the B would be a design change and the C would be a design and copy change.
The change to the imagery resulted in a 7.4% increase in conversion rate. It alone had paid for itself! The landing page with design AND copy edits though showed an increase to the conversion rate by 43.4%. The design alone is much more user friendly, but being allowed to test a copy change in conjunction with design has yielded results that are well worth every penny spent.
As for Brooks’ answer… She said “definitely a copywriter,” and I would tend to agree… But then again, I did put her on the spot and say she could only choose one, and obviously, having the resources of both design & copy is a huge benefit!