an A/B test of the copy on the sign-up page revealed that simply changing the language from “Sign Up for Free Trial” to “See Plans and Pricing” netted 200 percent more sign-ups.26 That might seem like a rare case, but it’s not; in the companies we’ve worked with we’ve seen hundreds of examples of other equally simple changes—revealed through A/B testing—that have led customers to the aha moment and in turn driven massive increases in adoption.
