WIN REPORT: HOW REWRITING ONE BUTTON INCREASED SIGN-UPS BY 39%

Summary from the TLDR Marketing newsletter

A clearer CTA can increase conversions by making an existing offer easier to understand and less intimidating. Exclaimer changed its homepage button from “Start free trial” to “Try it free for 14 days,” which made the trial length explicit and framed the action as a low-commitment opportunity. The rewrite increased trial sign-ups by 39% without changing anything else on the page. The result shows that improving how an offer is communicated can sometimes outperform creating a new offer.