How changing the text affects the conversion rate: analysis of 8 simple examples with the results of real A / B tests

Michael Aagaard, a famous Danish copywriter and author of articles on the Contentverve blog, has conducted more than 250 A / B tests over the past 4 years to find out how text materials affect the conversion rate of sites. The main conclusion to which he arrived is that the texts have a direct impact on the conversion rate, and it can be accurately measured in numbers.

In this article, we will analyze 8 simple examples from Michael’s experience, which demonstrate that even minor changes to the text can lead to a significant increase in the level of conversion. Please note - all of these are specific examples of improving the conversion on the site. Use this knowledge to increase conversion on your project!

1. Changing the font color led to an increase in the number of downloads by 6.64%

Consider the results of an experiment that was recently conducted by Michael Aagaard on the landing page of, which offers a free YouTube-MP3 converter. Just by changing the color of the title text from orange to black, he managed to increase the number of downloads by 6.64%.

A simple visual test (it was necessary to squint, move a little away from the screen and see which elements of the page stand out from the rest), showed that the orange title merged with the rest of the design elements of the landing page. Michael suggested that changing the font color from orange to black will make the heading more visible and readable. And he was not mistaken - testing confirmed that changing the font color improves its readability and helps site visitors to immediately understand the value of the proposal presented on the main page.

Surely, many of you will think: “Actually, the color of the font is more in the sphere of design, not copywriting.” You are somewhat right, but still you should not forget that the design of the site and its textual content are closely related to each other.

The design of the text has a significant impact on its readability. You can use the full potential of your content only if site visitors can read it normally. This example clearly shows how important the correct design of the text is.

2. Adding a few words to the subject of the letter increased the level of views by 23.88%

Recently, Michael Aagaard decided to experiment with the subject of the letter when sending newsletters. He wanted to check what the result would be if an interjection was added to the subject line.

He settled on the phrase "Wow!" (in English. Hell yeah), which he included in the subject line of each letter. The results exceeded all his expectations: the level of viewing mailings increased by as much as 23.88%.

Michael conducted a number of similar experiments, alternating phrases "Wow!" and "Just look!" In all cases, the effect was the same: the level of viewing messages jumped up to heaven. Perhaps this is due to the fact that interjections attract the attention of readers and contribute to the fact that the subject line stands out against hundreds of other incoming messages.

3. Adding a bulleted list to the request form increased the number of subscriptions by 83.75%

Most recently, Michael conducted an experiment on his website - He decided to compare the standard request form and the new version, to which he added several bullet points to clarify what the free updates to the website consist of. This simple technique, explaining the value and relevance of the proposal, has increased the number of subscribers by as much as 83.75%!

Michael’s experience shows that it’s enough to give his readers a compelling and convincing reason for encouraging them to say “Yes!” In order to increase the level of conversion. Put yourself in the place of potential customers and answer the question: "What will I get in return if I leave my details?"

4. Adding a phrase about privacy policy reduced the number of subscriptions to 18.70%

Michael conducted a series of A / B tests, experimenting with various options for filing a privacy policy. Initially, he was confident that the number of subscriptions could be increased by simply mentioning a privacy policy request form. In fact, everything turned out differently. The first version of the request form, tested by Michael, did not increase, but, on the contrary, reduced the number of subscribers by 18.70%.

Michael was very worried about the negative results of the first test. However, he was not going to give up, but continued again and again to test various variants of the request form. As a result, he still managed to pick an option that increased the number of subscribers by 19.47%.

From this we can conclude that the mention of the word "spam" when referring to the privacy policy helps to reduce the level of conversion.

Despite the fact that the phrase on privacy policy is intended to convince potential customers that they will not be overwhelmed with spam, the word "spam" itself has a negative connotation and is causing concern to visitors to the site. And this means that the word "spam" in no case can not be placed next to the request form.

5. Adding a call to action as a text link to a product overview page increased the conversion rate by 17.18%.

This example is taken from a Danish online store selling car accessories. The site contains kits consisting of various products.

At first, product overview pages included only the "Add to cart" button. This meant that potential customers were asked to add products to the basket, despite the fact that they did not know what was included in this offer.

Adding a call to action (“View set”) as a text link increased the number of sales by 17.18%.

It is obvious that potential customers should, first of all, look at what the offer consists of, and only then add the product to the cart. And, of course, it makes sense to find out at what stage of the decision-making process potential buyers are in order for your call to action to be timely, rather than intrusive.

6. Replacing a single word in the call-to-action button increased the conversion rate by 14.79%

This test was conducted by Michael on, an international portal that leases commercial real estate.

As soon as a potential buyer finds a suitable office on the site, he must click on the call-to-action button in order to receive more detailed information about the premises by email. This means that clicking on the call to action button is the main goal of the conversion. Each additional click is a potential source of income for the company.

Replacing the phrase in the call-to-action button with “Order information about tariffs” with the phrase “Get information about tariffs”, Michael managed to increase the conversion rate on the site by 14.79%.

The text that you use in the buttons has a significant impact on the decision of potential customers. Of course, the color of the button and its design are the most important visual signals that tell site visitors exactly where to click. However, it is the text that affects the final decision of the potential buyer. In other words, the text contained in the call-to-action button should answer the question: “Why should I click on this button?”.

The greater the level of value that you pass through the text in the call button, the higher the conversion rate on your site will be. The word “order” emphasizes that you have to do something, while the word “get” contains value because it emphasizes what you can get.

If you do not trust the results of this test, here’s another example from a sister site in Danish. In this case, a similar approach led to an increase in conversion by as much as 38.26%.

7. Adjustment of the header text increased the number of members of the fitness club by 38.46%

Consider the example of testing that was conducted by Michael for the company Fitness World - a large Scandinavian network of fitness clubs. He compared the various options for headings on the landing page, on which subscriptions to the gym were sold (on a “pay per click” system).

Michael changed the original heading "Train correctly at Fitness World Fitness Club" to the heading "Group workouts at a local fitness club," which is perhaps the most uncreative of all the headlines that he has ever thought of for his clients.

Perhaps creative copywriters will laugh at the option proposed by Michael and advise him to re-take marketing courses. However, the fact remains: Michael’s “boring” headline turned out to be more effective than attractive: thanks to him, the company managed to increase the number of its customers by 38.46%.

Many marketers believe that a more creative and attractive title by default is the best solution. However, practice shows that the specific advantages offered by the goods and services are more convincing than the creative message.

8. Adjustment of the explanatory text increased the number of downloads by 5.04%

Consider another example of a test conducted by Michael on the landing page of the site In this case, a small adjustment of the text under the heading led to an increase in the number of downloads by 5.04%.

The role of the explanatory text is to more fully disclose the idea contained in the title, as well as to make it more convincing. It allows you to keep customers on the landing page so that they can become better acquainted with other content.

In this case, the following changes were made: an increase in the font size (to increase its readability) and a reduction in the size of the text so that it reflects only the essence of the matter.

Main conclusions

So, we looked at real-world examples in which small edits of the text (for example, adding a single word or several lines to it) had a decisive influence on the conversion rate. Does this mean that small text changes will always be effective? Definitely not.

If you want the modified text to affect the conversion of your site in a positive way, it must influence the minds of potential customers. All the techniques that we considered in this article proved to be effective because they were used in relation to the crucial elements that have a direct influence on the decision-making process by the buyer.

Critical elements of the text include headers, request forms, subject lines, and call-to-action buttons. All of them are like "low-hanging fruits", thanks to which you achieve impressive results with a minimum of effort. Keep this in mind if you decide to take the path of optimizing conversion on your site.

P.S. from Denis Saveliev: What good are these specific examples of increasing conversion on landing pages. They are good in that they illustrate to us that there can be no "definitive" knowledge to increase conversion. Work on conversion should always be based on the following scheme: hypothesis -> A / B testing -> implementation of a more conversion result. Do not be afraid to experiment, build the most unobvious hypotheses: sometimes the simplest things can affect the conversion, raising or lowering it by tens of percent! In a word - work on the site, but do not be satisfied with the current results.

Translation and Adaptation of Michael Aagaard 8 Simple Online Copywriting Case Studies with Examples from Real A / B Tests.

Watch the video: Stanford Webinar: Common Pitfalls of AB Testing and How to Avoid Them (October 2019).

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