When we launched the site our headline said Keeping Tabs on Your Diabetes Just Got A Lot Easier:

While this explained in very general terms a benefit of our product it didn’t hit on the real need that people had when they decided to keep a logbook to record their diabetes. Making your life easier is what almost every product promises.

People weren’t looking for our software because it was easier than what they currently do.They wanted better insight into their illness so they can stay as healthy as possible.

So we changed our message to Maintain Your Optimal Health by Keeping Tabs on Your Diabetes. We also highlighted the most important benefit “Optimal Health” with green.

This change resulted in a 31% increase in conversion after 1000 trials (our metric was signing up). Not bad at all.