4 ways to measure your copywriting success
When budgets and campaign success are on the line, you want to be confident your copywriting is doing its job. And yet, over a third of marketing teams say they don’t actually measure the success of their campaigns.
Copywriting hasn’t always been the easiest thing to measure… until now 👀 Now you can clearly see whether you’re making every precious penny count.
We’ve got four metrics and measurements to add to your regular analytics that will tell you exactly how your copy is performing, and whether it’s on course to deliver you that all-important ROI.
Compare and contrast
Test test test. A/B testing is an underused tool for many marketing teams. But it works. Whether you do an A/B test on a landing page, an article or an email, you can gain so many insights from very small tweaks.
Even if you believe you’re on to a winning piece of copy that’s delivering well, test it against a second piece. What if there was potential for it to perform even better? On the flip side, if it tanks, you can use your successful piece as a benchmark for future copy. No more, ‘I have no idea how or why that performed so well.’
There are plenty of free tools out there to help you A/B test, but your email marketing platform will most likely have its own native testing tool. Make the most of your subscription!
Remember: Only change one thing at a time in A/B testing to give you the most accurate analytics. It might be the heading or the call to action. Always hone in on one thing so you can see what makes the difference.
Track any revenue from specific copy
Okay, this one’s probably as close to a silver bullet as you’re gunna get here, folks.
If you’re setting up a landing page for an event, to promote a service, or even to get people signed up to your mailing list, track everything.
Whether that’s:
Events booked
Meetings and calls booked
Items or services sold
Mailing list sign-ups
If you can attribute your copy to part of, or a whole conversion, then everyone’s happy.
Find out whether your content has been linked on other sites
If you’re not already tracking whether your content is being backlinked by other sites, there are plenty of tools available to help you do just that.
You’ll be able to monitor if what you’re putting out is being cited and used by the right kind of sites. If it’s not, you know you may need to change your messaging or topics.
More specialised tools like Ahrefs, Semrush and Moz Link Explorer should help you look into your links. Google Search Console is one of the most popular free tools to track this information (as long as you own the website).
Not only is this great for authority in your space, but GEO search also favours sites that it can see have been referenced by other pages.
Time spent on the page
If you’re publishing long-form articles, are people actually reading them? It might not be an exact science, depending on someone’s reading speed, but you’ll be able to get a rough idea of how long someone’s engaging with your content through your Google Analytics.
You can start to look for behaviour patterns - does it look like people are reading the entire piece, or are they bouncing from the page within a few seconds? At this point, you can start testing, comparing, and contrasting your copy to find a way to get your readers on your side.
If you’ve backlinked to your own content, you’ll also be able to track whether users are bouncing around your website or leaving.
Copy not delivering the results you need? Let’s change that. Get in touch, and let’s get you the conversions you’ve been looking for.
