How a Simple CTA A/B Test Boosted Clicks by 24% (And How You Can Apply It Today)

Sometimes, small changes in your copy can lead to big wins—and this simple A/B test by Joanna Wiebe is proof.

Joanna, founder of Copyhackers and one of the top minds in conversion copywriting, ran an experiment on a call-to-action (CTA) for Schedulicity, a scheduling app designed for small business owners and service providers. The goal? Increase clicks on a key button.

🧪 The A/B Test: Subtle Change, Major Impact

Two versions of the CTA were tested:

Version A – The Control (Generic and Product-Focused)

“Try Schedulicity Free”

• Standard CTA format
  
• Product-centered
  
• No emotional or benefit-based messaging
  

This version is commonly used across SaaS sites—clear, safe, and to the point. But it’s also easy to ignore because it speaks in generalities.

Version B – The Challenger (User-Focused and Emotional)

“End My Scheduling Hassles”
(Subtext: Choose the easy way to gain & keep clients)

• First-person language: “My” speaks directly to the user
  
• Pain-point centered: “Scheduling hassles” is highly relatable
  
• Benefit-oriented: Emphasizes ease and client growth
  
• Emotionally resonant: Suggests relief, simplicity, and success
  

🏆 The Result: 24% More Clicks

The more personal, emotionally driven CTA (Version B) outperformed the generic one by 24%.

In other words, just by changing the language from third-person to first-person and highlighting real user benefits, Joanna was able to significantly improve engagement.

🔍 Why This Test Worked So Well

1. Personalization through First-Person Language

“End My scheduling hassles” puts the user at the center of the action. It feels like it’s written for them, not just about the product.

2. Pain Point Identification

Instead of pushing a free trial, this CTA speaks to what the user wants to get rid of—the burden of managing their schedule.

3. Outcome and Benefit-Driven

The subtext reinforces positive outcomes: more clients, less hassle, and a smoother path forward.

4. Emotional Appeal

This version evokes a feeling of relief and empowerment, which drives action far more effectively than generic phrases like “Try Free.”

💡 Apply This to Your Own CTAs Today

Here’s how to put this insight to work on your own site:

• Use first-person where appropriate: Try “Start my free trial” instead of “Start your free trial.”
  
• Call out the pain point: What problem is your audience actively trying to solve?
  
• Emphasize the outcome: What’s the reward for clicking?
  
• Be specific and benefit-driven: Swap vague for vivid.
  

✅ CTA Rewrite Examples You Can Steal

Final Thought

A/B testing doesn’t have to be complicated. This example shows that with the right words, even a tiny tweak to your CTA can deliver a 24% lift in conversions.

So ask yourself:
What’s your CTA really saying?
And more importantly—how does it make your visitor feel?