The copy test is a qualitative research conducted before the launch of an advertising campaign.
It is carried out on a small sample of consumers to obtain their reactions to creative ideas and proposals that the company provides, in order to gather as much information as possible and improve what the customer rejects.
The purpose of the copy test is to test the advertising message to verify its communicative ability, its understanding, and whether it has been well received by the audience. Furthermore, it allows evaluating whether the message is suitable for the established objectives of the communication plan, so as to minimize the risk of encountering campaigns that are ineffective or inconsistent with the goals set by the company.
How to Create a Copy Test?
To create a copy test, it is necessary to take a group of consumers and conduct online tests by selecting objectives that need to be optimized:
- CTR (Click-Through Rate): shows how often people who see your ad end up clicking on it.
- Revenue per visit: displays the average revenue generated by people per visit.
- Action rate: shows the percentage of visits that result in an action, such as signing up for a newsletter.
- Transaction rate: shows the percentage of visits that result in a purchase.
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