Case Study – 31.54% More Conversions by Tweaking the Copy on a Sign-Up Form

Optimizing sign-up forms isn’t just about removing fields. The form copy itself has direct and measurable effect on your conversion rate, and even small tweaks can have significant impact on the decisions and actions of your potential customers.

This case study illustrates how a few simple form copy tweaks increased conversions on a betting forum by 31.54%.

Background Info:

Client: – a free betting community where tipsters from all over the world can share betting tips, tools, data, and much more.

Page: Home Page

Optimization goal: Increase number of signups/new members. - Home Page

Critique of the Original Form Copy

At first glance, the original from copy  is pretty decent and does an okay job of clarifying the purpose of the form. The header says: “Join BettingExpert” and the button copy says: “Sign Up+”

However, the form copy doesn’t convey any value what so ever and does nothing to answer the question: “Why should I fill out this form and give you my email?”

In other words, the form copy lacks both relevance and value – two of the main things to focus on if you want to write web copy that converts.

Control Variant Signup Form

The Treatment 

When I created the treatment, I focused on increasing the relevance and value communicated by the header and button copy. In other words – I focused on answering the question “Why should I fill out this form?”

The main – and most tangible – benefit of becoming a member of is that you can get free betting tips from top tipsters on a daily basis.

Based on experience from similar tests, I hypothesized that I could accelerate the decision-making process of the prospects and increase signups by focusing the form copy on the main benefit.

In my treatment the header says: “Get FREE Betting Tips” and the button copy says: “Sign Up & Get the Best Daily Tips”

Control vs. Treatment Signup Form

Test and Results

In order to find out whether my hypothesis would hold water and increase conversions, I set up a simple A/B test with the Control Variant (A) and my Treatment (B). The Treatment increased signups by 31.54%. 

I ran the test for 9 days and reached a sample size of 13.560 visitors, and 291 conversions. The standard error was 0%, and the statistical confidence was 99%. From the beginning to the end, the treatment outperformed the control variant – at no point did the control take the lead.


Treatment Wins

If you want to know more about how to determine the statistical significance of an A/B test – Check out this video >>Main Take-Aways

The copy you use in sign-up forms has direct and measurable effect on your conversion rate. As this case study clearly illustrates, even small tweaks can have major impact on the decisions and actions of your prospects.

The tweaks described in this article may seem insignificant from a usability or design point of view, nevertheless, they generated a serious lift in conversions. How can that be? Here’s the answer:

Asking prospects to do something will automatically start an internal dialogue in their heads. They need to assess whether the potential benefits of what your offering them outweigh what they have to do – or part with – in order to get it.

In connection with mission critical elements like sign-up forms, it’s important to clarify the value of your proposition so you can give your prospects a good reason to carry out the conversion goal.

The control copy is completely generic and conveys no value or benefits whatsoever. It’s just a plain order: “Join BettingExpert – Sign Up+”

The treatment copy on the other hand “Get FREE Betting Tips – Sign Up & Get the Best the Best Daily Tips” features a clear value proposition and promises the prospect specific value in return for filling out the form.

What you should do now 

If you have a mission critical form on your website, go over the copy and see if it’s a generic order like “Sign Up Now” or “Join”. If so, take a step back and consider how to best answer the question “Why should I fill out this form?” 

Usually answering that question entails clarifying value and focusing on what the prospect will get – instead of what he or she has to do in order to get it.

Last but definitely not least - remember to test your new form copy! Even small copy changes can have a significant impact – so you want to make sure you’ve made the right changes. New to testing? Learn how to set up a split test in 3 minutes here >>

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  1. Great results! I’m surprised and not surprised by this. I’m not surprised that what you did worked but I am surprised is the result it gave. Pretty good effort for a simple fix. The original was uninteresting and the second shows exactly what they will get and has a good CTA / promise of what they will give if they click.

    I’m wondering what your thoughts are on deviating from the standard ‘Get FREE X’ and something more interesting and meaningful. One of the problems I think with deviating is we don’t have much space to write so it kind of limits us. I know it goes against the grain but I wonder if people are starting to become blind to these ‘get free x’ offers. I’m considering even testing ‘Read This!’ or something to capture their attention in an interesting way and selling the opt-in with the copy/image/CTA rather than the headline. What do you think? Have you tested anything like this?

    • Michael Aagaard says:

      Hi Kris – Thanks for your comment.

      “FREE” holds no value in itself. However, if the offer at hand is relevant and valuable, the fact that it is free will make it easier for prospects to say “yes”.
      In this case, the prospects want daily betting tips. This means that the offer is both relevant and valuable. The fact that it is free is a “kicker” that makes it easier to accept the offer and shortens the decision-making process.

      The primary goal of the form copy is not to draw attention – that’s what the form design is supposed to do. The goal of the copy is to give prospects a good reason to go ahead with the conversion, once attention has been drawn to the form. “Read This” may attract attention, but I don’t see how it is relevant to the conversion scenario. Therefor, I don’t think it will generate a lift.

      Experimenting and thinking out of the box is always interesting. I’d love to hear about your results, once you’ve conducted a few valid experiments.


      – Michael

  2. Hi Michael,
    I agree with everything you’ve said. It’s how I think about things now. However in order to find a way to boost the opt-ins even further I kind of have to look over some of the rules.

    And I meant the form headline, the form copy would be to sell it.

    Thanks for the reply!

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