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Summary from the TLDR Marketing newsletter

This meal-kit subscription service decreased its drop-off rate by 18% by making its CTA button text specific to the trial offer. The team had noticed a drop-off rate of 49% at the final step of their paid traffic funnel where the user confirms their order. They changed the CTA from “Confirm order at a discount” to “Confirm trial box order,” which removed hesitations about getting locked into a fixed period or subscription. This ultimately reduced the drop-off rate to 40% and in turn reduced CAC.