"CI" vs "Build" A/B test from Earthly

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Copy that lands makes a huge difference in dev tool website conversion.

Earthly proved it with this "tiny" change.

So I am a huge believer in good copy.

Not the clever one but the one that is written with words that your customers use.

That is rooted in product and research.

But I often hear devs or founders say things like "it's just copy".

It is not "just copy" it is your message, it is your positioning.

It is the difference between  "cool, let's try it" and "now for me, whatever".

So some time ago I came across this article from the Earthly CEO Vlad Ionescu.

He shared that at some point they decided to run this A/B test with just a "tiny" change.

They changed the word "CI" -> "Build" across the homepage.

  • Control -> "Earhly makes CI super simple"
  • Test -> "Earhly makes builds super simple"

And their core website conversion doubled.

So next time you work on website copy give it some more thought and you may be surprised that "just copy" made a huge difference.

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