Optimizing sign-up forms isn’t just about removing fieldsThe form copy itself has a direct and measurable effect on your conversion rate, and even small tweaks can have a significant impact on the decisions and actions of your potential customers.

This case study illustrates how a few simple form copy tweaks increased conversions on a betting forum by 31.54%.

Background Info:

Client: Bettingexpert.com – a free betting community where tipsters from all over the world can share betting tips, tools, data, and much more.

Page: Home Page Bettingexpert.com.

Optimization goal: Increase number of signups/new members.

Critique of the Original Form Copy

At first glance, the original from the copy is pretty decent and does an okay job of clarifying the purpose of the form. The header says: “Join BettingExpert” and the button copy says: “Sign Up+”

However, the form copy doesn’t convey any value what so ever and does nothing to answer the question: “Why should I fill out this form and give you my email?”

In other words, the form copy lacks both relevance and value – two of the main things to focus on if you want to write web copy that converts.

The Treatment 

When I created the treatment, I focused on increasing the relevance and value communicated by the header and button copy. In other words – I focused on answering the question “Why should I fill out this form?”

The main – and most tangible – benefit of becoming a member of BettingExpert.com is that you can get free betting tips from top tipsters on a daily basis.

Based on experience from similar tests, I hypothesized that I could accelerate the decision-making process of the prospects and increase signups by focusing the form copy on the main benefit.

In my treatment the header says: “Get FREE Betting Tips” and the button copy says: “Sign Up & Get the Best Daily Tips”

Test and Results

In order to find out whether my hypothesis would hold water and increase conversions, I set up a simple A/B test with the Control Variant (A) and my Treatment (B). The Treatment increased signups by 31.54%. 

I ran the test for 9 days and reached a sample size of 13.560 visitors, and 291 conversions. The standard error was 0%, and the statistical confidence was 99%. From the beginning to the end, the treatment outperformed the control variant – at no point did the control take the lead.

If you want to know more about how to determine the statistical significance of an A/B test – Check out this video >>


The copy you use in sign-up forms has a direct and measurable effect on your conversion rate. As this case study clearly illustrates, even small tweaks can have a major impact on the decisions and actions of your prospects.

The tweaks described in this article may seem insignificant from a usability or design point of view, nevertheless, they generated a serious lift in conversions. How can that be? Here’s the answer:

Asking prospects to do something will automatically start an internal dialogue in their heads. They need to assess whether the potential benefits of what you’re offering them outweigh what they have to do – or part with – in order to get it.

In connection with mission-critical elements like sign-up forms, it’s important to clarify the value of your proposition so you can give your prospects a good reason to carry out the conversion goal.

The control copy is completely generic and conveys no value or benefits whatsoever. It’s just a plain order: “Join BettingExpert – Sign Up+”

The treatment copy on the other hand “Get FREE Betting Tips – Sign Up & Get the Best the Best Daily Tips” features a clear value proposition and promises the prospect specific value in return for filling out the form.

What you should do now

If you have a mission-critical form on your website, go over the copy and see if it’s a generic order like “Sign Up Now” or “Join XXX.com”. If so, take a step back and consider how to best answer the question “Why should I fill out this form?”

Usually answering that question entails clarifying value and focusing on what the prospect will get – instead of what he or she has to do in order to get it.

Last but definitely not least – remember to test your new form copy! Even small copy changes can have a significant impact – so you want to make sure you’ve made the right changes. New to testing? Learn how to set up a split test in 3 minutes here >>

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Ben Gheliuc

Founder @BeemDigital

Ben is an Avid digital marketer that loves geeking out on Marketing Campaigns, PPC and SEO. With over 6 years of industry experience, he's been able to stay ahead of the curve on exactly what works to always deliver an ROI.

You'll find him battling Darth Vader dolls with his kids and the next hour diagnosing CRO for an Enterprise Company. You'll find him battling Darth Vader dolls with his kids and the next hour diagnosing CRO for an Enterprise Company.

Ben Gheliuc

Founder @BeemDigital

Ben is an Avid digital marketer that loves geeking out on Marketing Campaigns, PPC and SEO. With over 6 years of industry experience, he's been able to stay ahead of the curve on exactly what works to always deliver an ROI.

You'll find him battling Darth Vader dolls with his kids and the next hour diagnosing CRO for an Enterprise Company. You'll find him battling Darth Vader dolls with his kids and the next hour diagnosing CRO for an Enterprise Company.
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