The surprise was how little the copy mattered. We tested six headlines on the pricing page and none moved the needle. What did? Showing the yearly price first, and saying plainly what happens when the trial ends.

People don't hate paying. They hate not knowing what they'll pay. Once the page answered that question, sign-ups climbed for three weeks straight.

The experiment that failed

Not everything worked. A "most popular" badge on the middle plan actually lowered conversion by a small but steady amount. Our best guess: it made the decision feel like a sales pitch.