Preference tests

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

Wynter's preference tests help you answer those questions for B2B audiences and validate your offers before you put them out there.

The most important element for converting visitors? Your offer.

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

Basically it's whether the person wants what you offer or not.

But 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, the lead to the proof, and further 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 launch with the wrong option are high. And nothing's 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 we're making are really resonating?
Which benefits are they most interested in?
What does this 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 why not pre-test everything?

But what are your choices?

1. A/B testing. Let's say you've identified a problem. Maybe it's just motivation-related.

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

If you pick a suboptimal version to test and it doesn't do too well, you've lost ~4 weeks of 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 realize it's a total fail.

Months of work and tons of money wasted.

When we look at the top advertisers, almost all of them test their ads with a target audience first to make sure they have the best version.

Solution: pre-testing with preference tests.  

The target audience is the ultimate judge of your messaging and creativity.

Pre-testing means you can gain insights into how your audience will receive an ad, a landing page, or your value proposition.

The best creative assets engage the user, deliver the intended message, and generate some form of response. Whenever the response is different from the one intended, there’s a problem with the idea or the execution.

But you can fix your messaging before you ship it.  

Pre-testing is not 100% foolproof (nothing is), but it's an additional assurance layer that helps you spot faulty messaging early and save money.

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

How to set up a preference test?

Where does the audience come from?

Our proprietary B2B audiences are made up of engaged professionals from various industries and roles who provide insightful responses to your questions. All are hand-validated so you can 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
Quantive.co