Copy testing
Copy testing shows which words actually land
Put two to four real options in front of people, ask which one lands better and why, and stop guessing at your own headline.Create a free copy test study in minutes, no experience required.
A preview player for the copy test. It steps through the four blocks a respondent sees, and is paused on the third: the wording options they compare, with the Fiuto panel floating over the page holding the question.
What is a copy test?
A copy test shows respondents two to four text variants, such as headlines, CTAs, or onboarding lines, and asks which one they prefer.
Use it once you have a small set of real options to compare, not a blank page.
Right test, wrong test
It is worth two minutes to check a copy test is the method you want.
Reach for it when
Comparing headline, button, or value-proposition wording
Choosing between two onboarding or call-to-action lines
Testing a wording change one variable at a time
Settling a wording debate with evidence instead of opinion
Reach for something else when
You're comparing visual designs, not wording a preference test is the visual equivalent of a copy test.
You only have one piece of copy to react to not several to compare. An open text question or a design feedback survey fits a single piece better.
Three things that make it work
Test one variable at a time
Compare headline against headline before testing combined variants. Compound changes make preference impossible to attribute.
Keep every option doing the same job
Each variant should compete on the same job, so the comparison actually measures wording rather than concept.
Read the open text before the split
A close split, such as 55/45, means wording isn't the deciding factor on its own. The reasoning behind each choice is where the real insight is.
Frequently asked questions
01What is a copy test?
A copy test shows respondents two to four text variants, such as headlines or CTAs, and asks which one they prefer, with an optional question about why.
02How many options can I compare in a copy test?
Between two and four text variants. Keep every option focused on the same job so the comparison stays useful.
03Can I ask people why they chose an option?
Yes. Turn on the optional reasoning question, and each respondent's explanation appears under their chosen variant in the results.
04What is the difference between a copy test and a preference test?
A copy test compares text-only options, such as headlines or CTAs. A preference test compares visual designs or images.
05How many respondents do I need for a copy test?
Run with at least 30 people to get a stable split on a two-option test. Add more as you add options.
06What does the results view show?
Response counts per variant, plus any written reasoning underneath the respondents who chose each one.