Testing Brand Voice: A/B Strategies for Publytics

This artifact showcases a collaborative A/B testing project designed to help Publytics, a web analytics company, refine their website’s tone and content. The project began with a formal proposal outlining the methods and goals of the testing process and culminated in a detailed report presenting insights and actionable recommendations. The work was originally completed as part of my Style class and reflects advanced skills in usability testing, data analysis, and technical communication.

Background

The goals of the project included:

Helping Publytics identify whether a casual or formal tone better aligns with their brand identity and audience expectations.
Designing and executing an A/B testing framework to collect actionable data.
Analyzing and presenting the findings to inform content strategy and tone of voice.

The deliverables were a comprehensive proposal for the testing process and a detailed final report summarizing the findings and recommendations.

Objectives

The primary objectives of this project were:

To develop an A/B testing methodology to evaluate tone of voice.
To use quantitative and qualitative data to determine which tone—casual or formal—best resonates with Publytics’ target audience.
To present findings in a clear and actionable format to support strategic decision-making.

Outcome

The project achieved the following results:

A structured, data-driven evaluation of the impact of tone on audience engagement and brand perception.
Clear recommendations for adopting a tone of voice tailored to Publytics’ goals and audience preferences.
Professionally designed proposal and report documents that demonstrate expertise in technical communication and design.

Approach

The project began with the development of a detailed proposal outlining the A/B testing methodology. Two variations of Publytics’ About Us page content were created, one casual and one formal. Using a custom survey distributed via Qualtrics, participants were divided randomly into two groups, each exposed to one variation.

The survey measured key factors such as trustworthiness, engagement, and conversion potential. Data analysis revealed which tone better aligned with Publytics’ branding goals and audience expectations. Results were synthesized into a final report, enhanced by visual elements for clarity, and presented to stakeholders.