A seemingly small change can sometimes make an outsized impact—and Aarhus Teater, one of Denmark’s oldest and largest theaters, proved it with a single-letter tweak.
Here’s what happened:
The theater’s website featured a link to their ticket e-shop prominently displayed in the upper-right corner of the homepage. The original link text was “Køb Billet”, which translates to “Buy Ticket” in English.
The team decided to experiment by changing this link text from “Buy Ticket” to “Buy Tickets”—adding just one letter.
The Results
This minor change led to a 20% increase in sales!
Why Did This Work?
- Broadening the Appeal
- The word “Ticket” might have subconsciously signaled to users that the purchase was limited to a single ticket. In contrast, “Tickets” implied the option to purchase multiple tickets, which aligns with typical theater-going behavior (e.g., families, couples, or groups).
- Psychological Inclusivity
- “Tickets” feels more inviting and inclusive, suggesting flexibility and accommodating different needs. People are more likely to click when they feel their specific intent is acknowledged.
- Simplicity in Decision-Making
- Small nuances in language can reduce friction in decision-making. By using the plural form, the text provided clarity that users could buy for themselves and others, eliminating second-guessing or confusion.
The Lesson: Never Stop Testing, Even “Silly” Ideas
While the change may have seemed trivial, the result was far from it. This example underscores the importance of testing everything, even the smallest details, because:
- Users Respond to Subtle Cues:
Words shape perception. A minor tweak can alter how people interpret your offer or call-to-action. - Language Matters:
Specific word choices can make a huge difference in conversions, so pay close attention to phrasing in links, CTAs, and buttons. - Small Wins Add Up:
Incremental improvements—like a 20% boost—can compound over time, especially when applied across multiple touchpoints.
Takeaways for Your Website or Business
- Test Your CTAs:
Experiment with variations of your calls-to-action. Simple changes like tense, word choice, or tone can yield surprising results. - Think Like Your User:
Consider how your audience interprets each element on your site. Are you offering clarity, flexibility, and inclusivity? - Don’t Dismiss “Silly” Ideas:
Sometimes, what seems like an insignificant tweak can lead to significant gains. Keep experimenting with small details that might make a big impact.
The Bottom Line
The Aarhus Teater example demonstrates that small changes, even as small as adding one letter, can drive significant results. By embracing a culture of continuous testing and optimization, you can uncover hidden opportunities to improve user experience and drive conversions.