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It varies, but mainly through A/B testing and comparing prior analytics to current stats.
Whenever I specify a niche I find myself working outside of it. So... generally, personality-based service businesses and most online businesses outside of high-tech are a fit. If you're not sure, email me at Linda@TheCopyWorx.com and I'll let you know if I can help.
We'd go over this in our initial meeting. But anything related to Google analytics, past and current customer surveys, thank-you page questionnaire results, interviews with current and past customers and more. The more the merrier.
It depends on your goals. But in order to measure open rates for emails, for example, you need a minimum of several hundred for the results to be significant.