I changed ONE small line on my sales page, and within 24 hours, the percentage of customers choosing my higher-priced packages jumped by almost 10 percentage points.
And this is exactly why I keep saying: marketing is not always about doing more. Sometimes, it is about changing the right thing.
So, there is this product I'm currently selling. Initially, out of every 100 people who placed an order:
- About 80 were going for the first package.
- About 18 were going for the second package.
- And about 2 were going for the third package.
But I didn't like that. My goal was to get at least 50% of customers to choose the higher packages.
I've actually achieved this with two of my other products, where 50%+ of customers now go for the higher packages, while only about 50% go for the first package.
So, I wanted to replicate that result with this product. I shared the page with AI, and we started brainstorming.
And you know what it told me to do? Just ONE thing. Add a single line to the page. That's it.
No major redesign.
No new offer.
No new advert.
No change in product.
Just one line.
And because I love to test and track, I added it. That's one thing I think you need to learn in business: TEST. TRACK. IMPROVE. Don't just assume something will work.
Test it. Track the numbers. Then make decisions based on what the numbers are telling you. So, after 24 hours, I went back to check the numbers.
And guess what? It had changed. Out of every 100 people now placing an order:
About 70 were going for the first package, while about 30 were choosing the second and third packages. The second package alone had moved to around 25–26%.
That's roughly a 10-percentage-point increase in customers choosing the higher packages. My goal is still to get that number to 50%+.
But let me celebrate this 10-percentage-point improvement first.
And before you start searching for my advert online, it's not even a brand you know me with.
I'm deliberately not sharing the exact line because the point of this post isn't for you to copy the line. The point is to show you how powerful small changes can be in marketing.
That line wasn't even a full sentence. It was probably less than 30 characters. Just a short phrase.
Yet that tiny change influenced what people were choosing on the page. That's how powerful marketing can be.
Sometimes, you don't need to change 10 things. You need to identify the one thing that is stopping people from taking the action you want them to take.
And this is also a clue into how I was able to get two of my other products to have 50%+ of customers choosing the higher offers.
It wasn't luck.
I was intentional about it.
I wanted to increase my Average Order Value (AOV).
Because in e-commerce, especially as customer acquisition costs continue to rise, you cannot afford to ignore AOV.
You can have thousands of orders coming in and still struggle to make serious profit if the amount each customer spends is too low.
Your cost of acquiring a customer keeps going up. Your delivery costs are there. Your product costs are there. Your salaries and overhead are there.
And if your AOV isn't increasing, there may eventually be very little profit left.
In fact, I can spend a whole one-hour session talking about AOV alone and why I believe every serious e-commerce business owner needs to understand it.
Because sometimes, the easiest way to grow your business isn't necessarily to get more customers. It is to make each customer more valuable.
And that's exactly what I'm constantly testing in my businesses. What can I change? What can I test? What can I track? What can I improve?
