Win Report: How button microcopy increased sales by 29%

Win Reports help you grow your business by showing our methodology at work. Each Win Report showcases a real-world test, sharing the research, insights, and techniques that led to the win.

In the next two minutes, we’ll show you how adding a few words of reassurance inside the primary call-to-action button increased sales by 29%.

Can you see how small the change is?

Side-by-side comparison of the control and winning variation showing button microcopy changes.

Our client is an online academy that sells specialist, skill-building courses to a global audience of enthusiasts and hobbyists. Their thing is taking complex, technical subjects and turning them into plain-English training that anyone can follow.

Research: Have you really solved the problem?

If there’s one strategy that we’ve emphasized time and time again in these reports, it’s the value of providing reassurance at critical moments in a sales funnel. But just how sensitive is the placement of that reassurance?

Our research showed that the client’s prospects had fairly typical concerns about purchasing the online courses. These included:

  • Is it worth the money—and can I afford it?
  • Will it be pitched at my level, or too advanced for someone like me?
  • What if I change my mind?
  • Will I lose access if the company disappears?

The course pages worked hard to address these kinds of concerns on every product page. For example, they provided the following bullets very close to the “Enroll Now” CTA.

  • Course access for life.
  • 60-day money-back guarantee.

Considering the close proximity of these bullets, most reasonable people might have marked these concerns as handled, and moved on. But then again, we’ve made millions for clients by doubling down on “solved” problems…

What would happen if we moved the reassurance even closer to the Enroll Now button (and the visitor’s moment of truth)?

The original page (or control)

Here’s a mockup of the original page, with the primary call-to-action top right.

The original page with the Enroll Now CTA button and reassurance bullets nearby.
The original: “Enroll Now” is the main CTA.

And this zoomed-in view makes it easy to see how close the reassurance already was to the main CTA.

Zoomed-in view of the original Enroll Now button and nearby reassurance bullets.

The tested pages (or variations)

For the test, we pitted two variations against the original. Both of them added microcopy to the button itself.

Variation 1: The Enroll Now button with value reminder microcopy added below the label.
Variation 1: Value reminder.
Variation 2: The Enroll Now button with 60-day money-back guarantee microcopy added below the label.
Variation 2: Risk reversal.

The microcopy tested the two types of reassurance that the pages were already using… just a few pixels away:

  • Variation 1: Value reminder: “Instant access. Lifetime updates.”—reinforcing what the buyer gets when they commit.
  • Variation 2: Risk reversal: “60-day money-back guarantee”—taking the risk off the table entirely.

The value reminder spoke to what buyers would gain; the guarantee removed what they were afraid to lose. The rest of the page, including course content, price, and existing reassurance bullets, stayed exactly the same.

Result: Variation 2 increased sales by 29%

During the test we observed conversion rate increases with both variations. The value reminder (variation 1) added 10% to the site’s sales. This alone would be a significant improvement for any business.

But risk reversal won outright. Variation 2 increased the client’s sales by 29%. A money-back guarantee was likely powerful here because it addressed several of the prospects’ concerns all at once. (Is it worth it? Is it right for my level? What if I change my mind?)

What’s striking though—even to us hardened experts—is just how much difference this small change (of positioning) actually made. How many product pages out there have the right reassurance, but the wrong proximity?

As we’ve written before, the closer reassurance lands to the moment of truth, the bigger its impact.

What’s next

We added the test to our Wins Database, then looked for ways to apply its lessons to other parts of our client’s business. In fact, the next test we ran on the microcopy raised the client’s sales by another 46%… maybe we’ll cover that in a future Win Report.

If you want us to grow your profits—quickly and efficiently—check if you qualify for a free one-on-one strategy session with one of our CRO consultants.

We’ll only work with you if we believe we can get amazing results together. Our success has come entirely from positive word of mouth, and we plan to keep it that way.

Thanks to our client for letting us share these insights (and for being such a great team to work with).

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