Win Report: How nine words increased conversions by 14%

Published: September 2025

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 just nine words to a SaaS payment page increased conversions by 14%.

Side-by-side comparison of a control checkout page and a variation with added risk-reversal text under the subscription heading.

If you can’t see the change, scroll on…

Custody X Change is a SaaS company that helps separated parents improve their co‑parenting outcomes through better scheduling and parenting plans. If you’ve seen our testimonial from their president, you know that Custody X Change has run hundreds of tests before working with us.

And yet—over 200 additional CRE tests later—we still find big wins as we work with Custody X Change’s fantastic team.

Research: Giving parents confidence in tough moments

People come to Custody X Change during one of the most stressful times of their lives. They are navigating separation, facing an unfamiliar legal process, and trying to do the best for their kids. Most have never been through this before so, understandably, they find it tough to know what they’ll need.

Like most SaaS companies, Custody X Change offers tiered pricing based on levels of functionality. Our research showed that new co-parents often struggled to know which features would help them most, and consequently what tier to choose. Many choose a lower-cost tier, only to upgrade later when they realize the value of higher-tier features.

This behavior reflects a common cognitive bias: When faced with uncertainty, people often minimize risk by deferring the bigger decision.

How could we reduce anxiety and help parents confidently choose the right tier for them?

The original page (or control)

Here’s the original subscription checkout after a visitor has selected a “Gold plan” feature, but hasn’t yet completed their order.

Screenshot of the original SaaS checkout page for the Gold plan, displaying subscription options, included features, and a refund policy. — The Control: The page offers annual or monthly payments and lists the features included in the plan.

The tested page (or variation)

Here’s what the variation looked like. Can you spot the classic piece of risk reversal below “Subscribe to the Gold plan”?

Screenshot of the variation checkout page, which now includes the words: ‘You can change or cancel your plan any time.'. — The Variation: Note the nine new words beneath “Subscribe to the Gold plan.”

As you can see, we added a single sentence beneath the previous paragraph:

You can change or cancel your plan any time.

That’s all we did.

By explicitly reminding customers at checkout that they can change their minds, we reduce their anxiety about locking themselves into the wrong plan. Instead of worrying about making a costly mistake, visitors felt free to choose the option that looked most useful today.

Result: Conversions increased by 14%

During the test, we observed a 14% increase in overall subscriptions and a 30% increase in revenue.

These fantastic results don’t just demonstrate the value of building flexibility into the product, they show the power of communicating that flexibility at the most impactful moment.

Risk reversal is all about removing the fear of potential loss. Together, these nine words helped transform a moment of doubt into a confident decision—resulting in significantly higher subscription rates and revenue.

What next?

As usual, we added the test to our proprietary Wins Database, then looked for ways to apply its lessons to other parts of Custody X Change’s business and then to other clients.

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.

A few words from Ben Coltrin, President of Custody X Change

“I would definitely recommend that you work with CRE,” says Ben Coltrin, President of Custody X Change.

Thanks to Custody X Change for letting us share these insights (and for being such a great team to work with). See more of our client success stories.

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