All work / Collection 03
Short Case Studies
Short posts. Each one tells a documented test where the words changed and somebody measured the result.
- 01The Card on the Towel RackNoah Goldstein, Robert Cialdini and Vladas Griskevicius once rewrote the little card on a hotel towel rack.
- 02The Photo Lost to a Blank PageIn 2013 the UK government tested eight versions of one web page on more than a million people.
- 03Who Does Your First Line Tell to LeaveBack in 2011, AppSumo sold its deals with one-line emails. A $100 phone-system credit got a single sentence announcing the discount.
- 04One Word in the HeadlineTheir landing-page headline left out the one word that said so.
- 05One Page Changed. Nothing Else About the Mattress Did.An online mattress buyer never gets to lie on it before they buy. The entire sales argument has to happen on one page.
- 06His Own Headline Finished LastJason Fried co-founded Basecamp. His company's whole reputation is built on clear, direct writing. He has written about it for years.
- 07One Word Cost Them 18.7% of Their SignupsIt was meant to calm visitors down. Instead, it quietly killed 18.70% of their signups.
- 08The Video Company That Deleted Its Own VideosWistia sells video hosting software. When their trial-to-paid emails stopped converting well enough, the obvious move was better video.