7 Sins of Copywriting Implementation in A/B Testing for cmlabs SEO Services

A/B testing for SEO can be approached in various ways, one of which is by optimizing the writing style on specific pages to enhance conversions.

In the marketing world, A/B testing is a strategy that helps identify the most effective version of an element that is likely to generate the highest number of conversions.

At cmlabs, we regularly conduct A/B testing to maximize traffic on several of our commercial pages. In this blog, we will share the process of A/B testing we applied to the SEO Services pricing page by implementing the "7 Sins of Copywriting" technique.

Read on to explore the stages and final results of our approach.

A/B Testing Strategy from a Copywriting Perspective

The combined team at cmlabs has conducted A/B testing on our SEO service pricing page to maximize its performance.

The A/B testing strategy we applied aims to make users more interested in exploring each segment on this page.

We recognize the importance of delivering copywriting that aligns with our target market. Therefore, we are running this A/B test by optimizing the use of suitable words and phrases.

In this A/B testing, we leverage the theory of the “7 Sins of Copywriting,” which is commonly used to enhance the appeal and effectiveness of messages in copywriting.

Objectives of A/B Testing

The purpose of conducting A/B testing is to achieve specific goals. For this A/B test, the cmlabs team aims to:

• Generate concrete evidence about which copywriting elements are truly effective and relevant to our audience.
• Increase the CTR (Click-Through Rate) and session duration on the SEO service pricing page.

Steps for A/B Testing on the cmlabs SEO Service Page

Here are the steps we conducted in this A/B testing process:

1. Define the control (A) and the challenger (B) for the test. In this case, the control is the SEO service page before the test (A), and the challenger is the SEO service page after the test (B).
2. Examine each element of the  7 Sins of Copywriting.
3. Review each section of the cmlabs SEO service page and identify areas that are less optimal.
4. Decide where each element should be placed and what copy should be displayed to showcase these elements effectively.
5. Define the duration for the A/B testing. For this test, we conducted it over 13 days, from March 12 to March 24, 2024.

Application of the 7 Sins of Copywriting in A/B Testing on the cmlabs SEO Service Page

The 7 Sins of Copywriting are principles commonly used to identify and avoid common mistakes in copywriting that can diminish the effectiveness of marketing messages.

These principles are designed to help optimize marketing text to be more engaging, persuasive, and impactful.

Here is how we applied the 7 Sins of Copywriting theory to our SEO service page:

1. Pride

In the context of copywriting, Pride means creating text that evokes a sense of pride and achievement in the audience by highlighting the benefits and status provided by the product or service.

This principle is not about negative arrogance but rather about emphasizing how we can showcase the “pride” of our satisfied clients.

Here’s how we emphasize the satisfaction of our clients with cmlabs' SEO services.

2. Greed

In the context of copywriting, Greed refers to how we can satisfy the “greedy” desires of our target customers.

To achieve this, we highlight additional benefits or advantages they can gain in an ethical and non-manipulative manner.

Since nearly everyone appreciates a discount, we emphasized the Greed element by offering a special discount that allows potential clients to gain more benefits with a limited expenditure.

From the image above, you can see how we demonstrate that clients can achieve more benefits with a smaller investment. Visitors can click on the image to be directed to the cmlabs promo page.

3. Lust

Lust refers to using compelling language and vivid imagination to evoke strong emotions and make the audience eager to purchase what we offer.

We strive to highlight this element by presenting captivating and desire-inducing copy that motivates the target audience to subscribe.

As a service provider, we apply the Lust element by detailing each unique selling point (USP) of our services, demonstrating how they will be highly beneficial to clients.

In this segment, we show why SEO Services by cmlabs are the solution they need. We apply the Lust element here because this section is most suitable for showcasing the USPs of cmlabs' SEO services.

4. Envy

Envy involves creating a sense of fear of missing out (FOMO) by highlighting how our clients benefit from our services.

This principle leverages human psychology, which tends to feel anxious or concerned about missing out on something valuable or beneficial.

We evoke a sense of “envy” by showcasing the success stories of our clients. We emphasize this success by presenting traffic growth figures and highly satisfying SEO case studies.

Here’s an example of A/B testing used to highlight the Envy element on our SEO service page.

5. Gluttony

We address the Gluttony element by offering a variety of options to potential clients.

So, how do we do this? First, we provide three service package options for them to choose from based on their needs and budget.

In these service packages, we also explain the variety and advantages they can enjoy, such as exclusive services, additional offers, and more.

In addition to the prices, we outline what services they will receive to demonstrate the transparency of cmlabs' SEO activities.

6. Wrath

Next, Wrath focuses on addressing and resolving the problems faced by potential customers.

To incorporate this element, we strive to understand and identify the issues or difficulties experienced by our clients. This allows us to offer appropriate and proven solutions.

We highlight the pain points or concerns frequently encountered by our clients. However, we don’t stop there; we also present the best SEO solutions we can provide.

7. Sloth

As an SEO service provider, Sloth directly reflects the persona of our target customers.

Every customer desires convenience, simplicity, and time savings, right?

Therefore, to address Sloth, we use copywriting that emphasizes how our services can make their tasks easier and more efficient by reducing the effort, time, or stress involved in search engine optimization activities.

A/B Testing Results

Referring to our objectives, here are the results of the A/B testing with the application of the 7 Sins of Copywriting on the cmlabs SEO service pricing page.

1. Identify Effective and Relevant Copywriting Styles

We successfully identified which segments generated the most clicks. Here’s a graph showing these results:

2. Increase CTR and Session Duration

If the goal is to keep people on the website longer, then a high average session duration is a positive outcome.

This aspect indicates the number of visitors spending more time interacting with the content, which could potentially lead to increased conversions and user retention.

Here’s the initial data before the 13-day testing period:

Here are the results obtained after the 13-day testing period:

In summary, here are the findings from this A/B testing process:

• There was an increase in clicks on the Standard SEO Service Package.
• There was an increase in clicks on the SEO Service Promo.
• There was an increase in clicks on Get Quotation.
• Users engaged with the SEO Case Study component, which built trust in cmlabs' achievements in serving other clients.

Conclusion

This concludes the detailed review of the A/B testing process conducted by the internal cmlabs team. As a provider of professional SEO Services, our team will continue to perform these testing activities to identify elements that can enhance performance, both internally and when dealing with our clients.

You can also apply A/B testing strategies in any form to maximize awareness, conversion, and even sales. We hope this blog helps you discover the best strategies suited for your business.

If you encounter difficulties and wish to discuss SEO strategies with our experts, do not hesitate to schedule a meeting with our team at any time you need!