Ali Demirbaş - Lab

Home & Landing

Guarantee Bullets vs Paragraph Copy A/B Test Example

Bullets may make existing assurances easier to scan, but can also surface concerns visitors had not considered.

  • Home & landing
  • Primary action completion rate

Control vs Variant

The same value, presented two ways.

Changed
Format
Page
Home & landing
Difference
changed

Hypothesis

Keep claims and terms the same to test presentation rather than stronger promises.

How to run this test

Primary metric

Primary action completion rate

Compare completion to see whether a bulleted reassurance list changes the target action.

Other metrics

  • Related support contactsCheck whether questions about the listed topics decrease.
  • Section visibilityMeasure whether the section is seen.
  • Time on pageRead time alongside completion without assuming extra reading is helpful.
  • Return or cancellation rateTrack later issues caused by misunderstood assurances.

What to check before and during the test

  • FormatTurn the existing reassurance paragraph into a short bulleted list.
  • Keep constantKeep claims, conditions, order, placement and other content unchanged.
  • UnderstandingAssess relevant questions or research separately from conversion.
  • AudienceReview new and returning visitors.
  • Separate testsNew reassurance claims, a different bullet count or adding icons are separate tests.

Setup mistakes to avoid

  1. 1Do not turn a conditional assurance into an unconditional one when formatting it as bullets.
  2. 2Do not change the number and content of bullets together.
  3. 3Do not use the reassurance list as a replacement for legal text.
  4. 4Do not add icons and change visual density in the same test.
  5. 5Do not place the list ahead of information needed for a decision, such as price or coverage.