Case Study

01 — Client Overview

The client is a fast-growing SaaS company specializing in project management tools for small to medium-sized businesses. Despite having a solid product, they struggled to convert trial users into paying customers, with a conversion rate of just 1.8%.

02 — The Challenge

The client approached me to help increase their trial-to-paid conversion rate. After conducting an initial audit, I identified several key areas where their existing copy was falling short:

• Lack of Clear Value Proposition: The landing page and trial sign-up page did not clearly communicate the unique benefits of their product.

• Unoptimized CTAs: The calls-to-action (CTAs) were generic and lacked urgency.

• Overwhelming Information: The copy was dense and overloaded with technical jargon, making it difficult for potential customers to quickly understand the product’s value.

03 — The Solution

To address these challenges, I developed a comprehensive copywriting strategy focused on clarity, persuasion, and conversion optimization.

1. Refining the Value Proposition

• I collaborated with the team to distill their unique selling points into a clear, concise value proposition that resonated with their target audience.

• The new headline on the landing page was updated to: “Simplify Your Projects, Maximize Productivity: Manage Everything from One Intuitive Dashboard.”

2. Crafting Compelling, Targeted CTAs

• I revised the CTAs to be more action-oriented and benefit-driven. For example, “Start Your Free Trial” was changed to “Get Instant Access – Try it Free for 14 Days, No Credit Card Required.”

• I also introduced urgency by adding time-sensitive offers, like “Sign Up Today and Unlock Premium Features Free for Your First Month.”

3. Simplifying the Copy

• I rewrote the landing page and trial sign-up page copy to be more user-friendly, focusing on the benefits of the product rather than its technical features.

• I used bullet points and concise sentences to make the information more digestible, ensuring potential customers could quickly grasp the value of the product.

04 — The Results

After implementing the new copy, The client saw a significant improvement in their conversion rates:

• Conversion Rate Increase: The trial-to-paid conversion rate increased from 1.8% to 4.7% within three months.

• Improved User Engagement: Time spent on the landing page increased by 25%, indicating that visitors were more engaged with the content.

• Higher ROI: The company reported a 30% increase in revenue from new subscriptions in the quarter following the copy update.