Preference tests

Which offer will generate the most leads? Which value proposition hits home?

Wynter's preference test helps you answer those questions for B2B audiences.
Validate your offers before you put them out there.

The most important element for converting visitors: your offer

Offer is "what will I get for the money/effort". You might call it value proposition.

Basically it's whether the person wants what you offer or not. What are the odds you get it right with your first try? Very low.

There is *so much* that goes into crafting an offer. From the headline to the hook to the lead to the proof and details.

When you're crafting your offer, you have multiple hypotheses - should you say it like this or like that?

What's most compelling?
What do they care about the most?

If you just ship things live without pre-testing, the odds to run with the wrong thing are high. And nothing worse than running enthusiastically in the wrong direction.  

Preference test example. 2 different concepts are tested against each other. And then the panelists are asked, what made you choose this version.

Use preference tests to find answers to business questions like

Which of the arguments you're making are really resonating?
Which benefits are they most interested in?
What does the headline make them feel?
Does the reader feel we understand their role and challenges?

Pushing things live is progress.

However, there's always risk and cost involved. So it's safe to pre-test them

2 examples

1. A/B testing. Let's say through conversion research you identify a problem on a page, maybe it's motivation-related.

You need to design a treatment to increase user motivation. Typical scenario: you come up with ~6 treatment ideas, but only have enough traffic to test 1-2 variants against control.  

If you pick a suboptimal version to test and it doesn't do too well, you've lost ~4 weeks of precious testing time.

2. Advertising. You can easily launch that new expensive campaign and put the new creative out there for all to see, only to realizes it's a total dud.

Months of work and tons of money wasted. This happens more often than we'd like to admit.

When we look at the top advertisiers, almost all of them test the
ads with the target audience first to make sure the emperor really is wearing new clothes.

Solution: pre-testing with preference tests.  

While none of us like the idea of someone evaluating our work, the reality is that the target audience is the ultimate judge of your messaging and creativity.

Pre-testing means you can gain insights into how an ad or a landing page or your value proposition is going to be received by that audience. It's "hell yes" or "meh"?

The best creative or web experience engages the user, delivers the intended message, and generates some form of response. If there’s a response other than the one intended, or it's one of disappointment or thinking the message is boring or irrelevant, there’s a problem with the idea or the execution.

And you can fix it before you ship it.  

Of course, pre-testing is not 100% foolproof (nothing is), but it's an additional, cheap quality assurance layer that helps you spot a dud early and save you a ton of money.

You can do this with our B2B preference tests: upload 2-6 creatives (ads, value propositions, headlines, web experiences, etc) and get qualitative information on which variant resonates the best, and why.

How to set up a preference test?

Where does the audience come from?

Our proprietary B2B panel is made up of engaged, professionals from various industries and roles who provide insightful responses to your research questions. All validated through LinkedIn. Target by title, seniority, industry, and company size.

For consumer audiences we tap into various reputable panel recruitment APIs.
Read more here

Set up a preference test in minutes

Find out which creatives resonate the most with your target audience

It gave me insights that I had never considered before (it happens a lot since I'm too close to the stuff I write). I think it could become my new favorite CRO tool.
Shawn Josh
Founder & Lead consultant