Our checkout page used to say:
"Update Your Billing Information Here."
The version that beat it said:
"We're Ready To Ship Your FREE Gifts!"
One version tells you what we need from you.
The other tells you what you're about to get.
Most checkout copy describes the company's process: billing, account creation, verification, and all the other things happening behind the scenes.
Every word of it can be accurate.
But it's answering the wrong question.
At the moment someone is deciding whether to buy, they're wondering: What am I getting?
So we made the same shift in a few other places.
The main button went from "Start The FREE Trial Now!" to "Yes! Get My 3 FREE Gifts."
And on Step 1, we changed the button to:
"Yes! Get My 3 FREE Gifts / Just Cover $29.95 Shipping Today And Get 30 Day Trial For FREE!"
But the winning version still told people exactly what they were paying.
We weren't hiding the price. We were making the benefit more obvious.
Then we tried the same approach on a second, unrelated billing page, and it won again.
So why not try it on yours?
Take a look at your checkout and ask yourself: are these words telling people what you need from them, or what they're getting?
Start with the button.
Instead of "Submit Order," what could you say that makes the benefit clear?
Make the button about the customer, not the process.
It's a small change with the potential to make a big difference. And luckily, it's a two-minute change inside ClickFunnels.
