Guarantee Bullets vs Paragraph Copy A/B Test Example

Primary action completion rate

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

• 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.

• 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.

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.