Here’s a great A/B test lesson from Surfline, the focus on this week’s Case Study on Subscription Site Insider.

Surfline, a freemium subscription site providing ocean forecasts for surfing enthusiasts, wanted to increase its trial offer conversion. George Roletter, Vice President of Subscriptions and Product Marketing, told us how the site had already split their trial conversion process, making it possible to email prospects who abandoned the trial form. So the site then tested the marketing copy on the final step on the conversion process.

Whereas previously the site had listed all of the features and benefits of a premium subscription, an A/B test found that simply stating one concrete benefit – such as ad-free access to the site’s HD live streams of surf breaks – led to more conversions. In fact, this one tactic got 30% more of visitors who entered the trial conversion process to convert.

So once again, less is more. While a “plans & pricing” page may want to list all the benefits of subscription for a “buy later” crowd, your conversion funnel needs to focus on one item that will convert prospects NOW.