How Has Writing Content for Websites Changed with AB and Multi-Variate Testing?

Thanks to the internet, writing content for websites has been a very convenient and lucrative part-time and even full-time job for those who need to make some extra money on the side, or make income while they are working on their own passion projects. The industry has taken on a life of it’s own and is relied upon by everyone from artists to stay-at-home mothers, allowing their personal knowledge and genuine hard work to benefit others in the fabric of the worldwide web’s growing community. It has also allowed companies who need good, inexpensive writing to have a place to outsource work, connecting clients and freelance employees who would have never had a chance of working together in the past. As with any industry, the web content writing world has gone through a number of incarnations, growing pains and technological advances, most notably through AB and Multi-Variate Testing.

In case you’re not up to speed on online marketing analytics, AB testing allows a company to create two different alternatives (option “A” and option “B”) for customers to respond to and easily test which ones do better online. Multi-Variate Testing takes a number of these AB tests and puts them on the same page, ascertaining many more answers to and about certain marketing strategies.

How does this apply to the freelance content writing marketplace? Simply put, it creates a lot more work. Companies use this testing philosophy and apply it to writing content for websites. Often times, multiple articles will be written about the same topic in completely different ways so a company can see how traffic fluctuates for each page. While different web designers will also come into play and make each page look unique, the vastly different content will be the other important half of this experiment. Those web content writers who write better content or receive more traffic to their pages will probably be hired again by the company.

However, even if it doesn’t work out with one company, there seems to always be a flood of work in the content writing world. Much of this could be attributed to the fact that just about every business must have an online presence these days, be it an old business that has been around for more than a century, or a new business that just popped up in the last month. With this constant need for content, the web content industry should always be steady—assuming companies looking for content have the budget to outsource the work.

While the volume of work in the online content writing marketplace will always be in flux, the AB and Multi-Variate Testing online experiments are beneficial for everyone involved in writing content for websites. That is, for now. As we’ve all seen first-hand over the past decade, everything is ripe for change.

E.K. is a freelance writer available on WriterAccess, a marketplace where clients and expert writers connect for assignments.


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