Sometimes, we obsess over redesigns, funnels, email sequences, or elaborate copywriting — while overlooking the simplest conversion elements that are right in front of us.
But here’s a surprising reminder:
💡 One single letter — yes, literally one — increased sales by 20%.
Let’s break down this fascinating micro-optimization story and the lesson it holds for every business, large or small.
🎟️ The Experiment: “Ticket” vs. “Tickets”
Aarhus Teater, one of Denmark’s oldest and most respected theaters, had a clean and functional homepage.
In the upper-right corner of the site, they included a call-to-action link that read:
“Køb Billet” (Danish for “Buy Ticket”).
It made perfect sense. Simple, clear, actionable.
But then, someone on the team suggested a tiny change — almost too small to seem worth the effort:
Change “Buy Ticket” → “Buy Tickets”
(Just adding an “s” at the end.)
📈 The Result: 20% Increase in Sales
That’s right.
This one-letter tweak to the CTA led to a 20% jump in ticket sales.
No new campaign.
No redesign.
No added traffic.
Just one word, tweaked slightly to reflect real-life behavior.
🧠 Why Did This Work?
Though the change seems small, it had a big psychological impact:
- Plural aligns with real behavior
→ Most people attend shows with friends or family. “Tickets” felt more relatable, accurate, and relevant. - “Tickets” implies ease and flexibility
→ “Buy Ticket” sounds singular and rigid. “Tickets” suggests freedom: Get what you need for your group. - Microcopy shapes expectations
→ Visitors were subconsciously reassured: “Yes, we’re ready for you and your +1.”
✅ Key Takeaway: Micro-Tests = Macro Impact
The smallest details — a single word, a line of copy, even a single letter — can meaningfully affect user behavior and revenue.
🚀 Don’t underestimate micro-optimizations.
They’re often faster to implement, easier to test, and surprisingly powerful.
This example reinforces a key principle of conversion optimization:
You’re never too big to test something small.
🔁 What You Can Test Right Now:
Here are some “silly” but smart ideas you could try — inspired by Aarhus Teater’s one-letter win:
- “Book Now” vs. “Book Your Spot”
- “Add to Cart” vs. “Add Items to Cart”
- “Subscribe” vs. “Join 10,000+ Subscribers”
- “Download Guide” vs. “Get Your Free Guide”
- “Get Started” vs. “Start for Free”
Sometimes it’s not about adding more, but getting more from what you already have.
🧠 Final Thought
Great marketers test ideas.
Legendary marketers test everything.
So the next time you think, “Nah, that’s too small to matter,” remember:
A single “s” helped sell 20% more tickets.