Here's an interesting case-study I came across recently... it demonstrated that sometimes, the smallest tweak in your copy can have an outsized impact on your conversion rates.
These guys were testing headlines for a SaaS company's free trial sign-up page. The original headline was a standard feature-focused line. It was clear but not particularly compelling. The hypothesis was that by shifting the focus from what the software is to what the user can become, they could trigger a stronger emotional connection.
The test involved changing just a single keyword.
The result was not a minor fluctuation; it was a statistically significant 18% lift in free trial sign-ups, which directly translated into more potential customers.
Discover the exact word that was changed, the psychology behind why the new version worked, and how you can apply this to your own headlines.
Discover the Power Word!
The Change That Drove an 18% Conversion Lift!
The SaaS product helped freelance designers manage their projects and clients. The original headline was:
"All-in-One Project Management for Designers."
This headline is descriptive and targets the right audience, but it's focused on the tool and its features.
The Hypothesis & The Change:
We believed the headline needed to speak to the user's desired identity and outcome. Freelancers don't just want a tool; they want to be more organized, appear more professional, and win bigger clients.
The new headline focused on the outcome of using the tool, rather than the tool itself:
"Become an Organized, Professional Designer."
The Results and Analysis:
At first glance, tis really wasn't a major change to the wording, but the "Become" headline increased free trial sign-ups by 18%.
Why It Worked:
Aspirational Identity: The word "Become" taps into the user's aspiration. It's not about using software; it's about transforming into a more successful version of themselves.
Benefit-Oriented: "Organized, Professional" are direct benefits and outcomes that the user deeply desires. The original headline's "All-in-One" is a feature that the user has to translate into a benefit themselves.
Emotional Trigger: It connects with the frustration of feeling disorganized and unprofessional and promises a clear path to the solution.
How to Apply This:
Look at your key headlines (on your homepage, landing pages, ads). Are they describing your product, or are they describing your customer's future success?
Try reframing them using power words like "Become," "Discover," "Unlock," or "Transform."
You'll be amazed at the improvement!
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Miriam
