Amerisleep sells mattresses online.
An online mattress buyer never gets to lie on it before they buy. The entire sales argument has to happen on one page.
So the page has to do the job a showroom bed would do.
A freelance copywriter named Brian Speronello, working with the testing agency Growth Rock, added a section the page didn't have: what a good night's sleep does for you. Waking up without pain. Not feeling groggy at work.
Then he went after the competitor every business shares: the buyer who does nothing. The copy counted up the daily problems a good night's sleep makes go away, so keeping the old mattress stopped looking free.
The result, in Growth Rock's 2017 case study: 13.9% more checkouts than the old page, at 98% confidence, tested across multiple buying cycles. The agency reports a multi-million-dollar annual revenue lift. Amerisleep's raw numbers stay confidential under their agreement, so this is Growth Rock's own reported figure, disclosed at growthrock.co, not an independent audit.
One page changed. Nothing else about the mattress did.
He wrote about the buyer's morning instead of the mattress.
Pull up your own product page. Count the feature sentences. Then count the outcome sentences. What's the ratio?
Drop it in the comments.