Win Report: Six words, seven percent more leads

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 three minutes, we’ll show you how adding six risk-reduction words (and a new proof element) to a Mobbin sign-up page increased leads by seven percent.
The original and variation screens for this test.

Trusted by Airbnb, Pinterest, and Headspace, Mobbin enables UX designers and product owners to take inspiration from over 300,000 real screens and 24,000 real navigation flows.

Research: Finding hidden objections

If you’ve read our article on the Safe Step Principle, you’ll know that every step in a funnel represents a moment of commitment for your potential customers. Even small steps trigger a quiet internal calculation: What could go wrong if I do this?

That’s why some of the easiest tests to run are those that address and neutralise potential objections… even when an “offer” already looks persuasive.

For example, Mobbin provides a free account that lets visitors explore a subset of its library before deciding whether to upgrade. This sign-up is a crucial step in the funnel, creating a pool of qualified leads while giving designers a low-risk way to see whether Mobbin fits their needs.

When we spoke to customers, many described the free account as an important part of their decision to join:

“…it’s great that I can explore for free first.”

But “free” doesn’t necessarily mean risk-free, especially for experienced users. When we searched for similar situations in our Wins Database, two proxy objections emerged:

  1. A fear that “free” accounts were temporary and would require “registering” a credit card.
  2. A concern that subscribers would be “trapped” in a relationship that was hard to cancel.

Would Mobbin’s conversion rate rise if we addressed and neutralized these concerns?

The original page (or control)

Here’s the original sign-up screen, offering a quick registration via Google or an email-based account:

The original and variation screens for this test.
The Control: The main call to action is “Create your free account.”

The tested page (or variation)

Here’s the variation that we tested:

The original and variation screens for this test.
The Variation: Six new words and a new proof element.

The test included two changes:

  1. A six-word risk reversal immediately before the call to action: “No credit card required. Cancel anytime.”
  2. A new proof element: “Supporting 870,000+ designers worldwide” in place of the client logos at the bottom of the page.

Both changes aimed to reduce the perceived risk for new visitors.

Result: +7% sign-ups

During the test, we observed a 7% increase in sign-ups for Mobbin’s free plan.

This test is also an almost textbook example of one of the fundamentals of our methodology: Objection / Counter-Objection (O/CO). (Learn more in this Copywriting Friday article.)

We identified two latent objections that weren’t being voiced explicitly—and then neutralised them directly, in plain language, at the exact moment of commitment.

It’s the kind of experiment almost any team can run. And as this result shows, it often pays to test it even when the offer already looks strong.

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 Mobbin’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.

Thanks to Mobbin for letting us share these insights (and for being such an awesome team to work with).

How much did you like this article?

What’s your goal today?

1. Hire us to grow your company

We’ve generated hundreds of millions for our clients, using our unique CRE Methodology™. To discover how we can help grow your business:

Schedule your FREE strategy session

2. Learn how to do conversion

Download a free copy of our Amazon #1 best-selling book, Making Websites Win, recommended by Google, Facebook, Microsoft, Moz, Econsultancy, and many more industry leaders. You’ll also be subscribed to our email newsletter and notified whenever we publish new articles or have something interesting to share.

Browse hundreds of articles, containing an amazing number of useful tools and techniques. Many readers tell us they have doubled their sales by following the advice in these articles.

Download a free copy of our best-selling book

3. Join our team

If you want to join our team—or discover why our team members love working with us—then see our “Careers” page.

4. Contact us

We help businesses worldwide, so get in touch!

© 2026 Conversion Rate Experts Limited. All rights reserved.