Cheggit Out: How Optimizely’s Simple Change Boosted Conversions by 300%
Sometimes, the smallest tweaks can lead to the biggest wins. The Optimizely team learned this firsthand when they took customer feedback to heart and revamped their approach.
The Problem? Their Pricing Page Was a Turn-Off.
During one-on-one customer chats and focus groups, Optimizely gathered valuable insights about user frustrations. One particular session was a real eye-opener:
- A participant took one look at their old pricing page and exclaimed, “I hate this!” 😡
- His main gripe? The “Contact Sales” button. He admitted that every time he saw those words, his gut reaction was, “I’m about to get scammed.”
The Solution? A Simple Word Swap.
The feedback sparked an idea: Could changing the wording make a difference? The team decided to test it out with an A/B experiment.
- They swapped the “Contact Sales” button for a more approachable and action-oriented “Schedule Demo” button. 🔄
The Results? Game-Changing.
The tweak was simple, but the results were massive:
- Conversions skyrocketed by 300%.
- More potential customers started scheduling demos with the sales team, which created more opportunities for Optimizely to showcase their value. 📈🔥
Why Did This Work?
- It Reduced Friction:
- “Contact Sales” feels vague and intimidating, conjuring images of pushy sales calls.
- “Schedule Demo” is specific and user-focused, making it clear that they’ll see the product in action.
- It Built Trust:
- The new phrasing sounded transparent and less like a trap.
- It gave users a sense of control over the process—you’re scheduling something on your terms, not bracing for a surprise pitch.
- It Matched Intent:
- Customers on the pricing page are looking for clarity and the next step.
- “Schedule Demo” aligned perfectly with their mindset, giving them an easy way to move forward.
The Takeaway? Words Matter.
The smallest change—like swapping a button’s text—can have a massive impact on how customers perceive your brand and take action.
Action Steps for You:
- Listen to Your Customers:
Dig into feedback through chats, focus groups, or surveys. Find out what’s creating friction in their journey. - Run A/B Tests:
Don’t just assume—test! Small changes like button text, headlines, or CTAs can lead to huge results. - Make It Clear and Friendly:
Always frame your CTAs in a way that makes customers feel comfortable, empowered, and clear about what’s next.
The lesson? Never underestimate the power of words. A simple tweak could be the difference between a “meh” button and a conversion-boosting powerhouse. 🚀✨
Source: blog.optimizely.com