A/B Test Win: How to Use It in Your Own Copy

The best A/B test win I've had this year resulted in a:

• 33.51% uplift in click rate
• 35.61% uplift in conversion rate
• 70.89% uplift in revenue per email

The only difference was a few lines of copy.

Here's why it worked and how you can use it in your own copy:

— Joe Portsmouth 🧲 (@joe_portsmouth) June 22, 2023

Variation A: "Maximize your beard growth by keeping your derma roller sharp."

This is okay, but it isn’t blowing anybody’s socks off:

✅ Covers benefits (beard growth)

✅ Covers how to achieve those benefits (keep your derma roller sharp).

But this variation lost to... pic.twitter.com/v9o17IgBv2

— Joe Portsmouth 🧲 (@joe_portsmouth) June 22, 2023

Variation B:

"Your derma roller is a formula 1 race car.

After a certain number of laps, you need to replace your tires to maintain that maximum speed.

For max beard growth, your derma roller needs fresh microneedles (aka: your new tires)"

Let's break this down line by line: pic.twitter.com/5XE09RzoPi

— Joe Portsmouth 🧲 (@joe_portsmouth) June 22, 2023

✅ Line 1: “Your derma roller is a formula 1 race car.”

Why it works:
• An analogy that the majority of our readers will understand immediately.

• It implies superior performance.

On to line 2...

— Joe Portsmouth 🧲 (@joe_portsmouth) June 22, 2023

✅ Line 2: “After a certain number of laps, you need to replace your tires to maintain that maximum speed.”

Why it works:
• Keeps the analogy going.

• Sets the stage for the importance of “replacements” — to maintain the best results.

On to line 3...

— Joe Portsmouth 🧲 (@joe_portsmouth) June 22, 2023

✅ Line 3: “For max beard growth, your derma roller needs fresh microneedles (aka: your new tires)"

Why it works:
• Completes the analogy.

• Frames repurchase as a necessity to maintain peak performance and their desired benefit (“max beard growth”).

Let's wrap this up...

— Joe Portsmouth 🧲 (@joe_portsmouth) June 22, 2023

💡 Bottom line:

Use analogies in your copy that make your product more relatable (while also hyping it up).

💥 Action item:

What are some relatable things you can compare your product to?

— Joe Portsmouth 🧲 (@joe_portsmouth) June 22, 2023