Two web sites I refer to regularly offer fantastic split test case studies. The results prove the value of testing various elements of copy and layout.
Which Test Won offers a Test of the Week. My recommendation: subscribe so you don’t miss it. Otherwise the archives are pushed behind a pay wall.
AB Tests.com enables users to share their own case studies. Many examples here and all results are free for the viewing.
Web Copy Improvements That Faithfully Boost Conversions
I like the landing page tests b/c they have so many applications to many different types of webpages. Case studies again and again prove that you can consistently increase customer conversions or clickthroughs by improving the following web copy elements:
- Disabling navigation
- Improving headlines (which means you need one to begin with)
- Adding bulleted lists of features and benefits