Adam’s guide to testing your writing

We've just had results back from a trial with a company that helps people get back into work. The sales team cold calls people who've been made redundant to offer a get-back-into-work package.

We split the team into two groups: Team Brown (after Derren) and Team Beige. We gave Team Brown some behavioural tricks to use in their conversations, as well as rewriting their follow-up emails and voicemail script, and left Team Beige to their own devices.

Team Brown outperformed Team Beige on every criteria, managing to:

- get 8.1% more people to sign up

- spend 24 hours a month less time getting them to sign up

- get 33% fewer no-shows to meetings with redeployment experts.

So how do you run your own trial?

A quick test can help you make your comms way more effective, and we’re here to help you set one up.

If the answer’s ‘yes’ to any of these questions, you might be perfectly poised for a trial:

1) Do your customers, clients or employees behave in a certain way that you’d like to influence? (For instance, you’d like them to respond faster or buy more products.)

2) Are you up for potentially changing some of your processes

3) Are you already measuring behaviour, or something related to it? (Like targets, web data, KPIs).

4) Do you have access to 500 or more people who could be involved in a trial?

Most trials aren’t much more complex than an A/B test (of the RCT variety for those science types among you), and they can give you concrete evidence of the impact good writing and behavioural science can have.

So whether you’re a regular tester or you’ve never done it before, give us a ring. We’d love to help.

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