Optimizely changed the “contact sales” button on their pricing page to read “schedule demo”. Result: +300%

The Optimizely group initially used one-on-one interviews and focus groups. One of the interviewees had a copy of their former pricing page in front of him and became visibly enraged while reading it, declaring, “I hate this.” For some reason, whenever I see “contact sales,” I immediately assume that I’m about to be scammed.

They thought it would be a good idea to conduct an A/B test, so they swapped out the “contact sales” button on the pricing page with a “schedule demo” button.

They found that by only switching the wording around, conversions (people scheduling demonstrations with their sales staff) increased by more than 300%.

Source: blog.optimizely.com

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