Useful metrics in microcopy testing

Never test for the sake of testing. Before you dive into this process, spend some time planning and figuring out the testing objectives and metrics. Essentially, metrics measure your success and show what you did well and what needs to be improved.

Key microcopy metrics include:

• Comprehension: Ensures users understand the content to achieve primary goals.
• Conversion: Measures success by tracking intended actions, like clicking "Subscribe."
• Time on page: Assessed alongside metrics like comprehension, as lengthy time might indicate confusing or overly detailed copy.
• Drop-off rates: Tracks users who leave without completing tasks, signaling potential copy issues.
• Brand perception: Gauged through feedback, reflecting how users view the brand.