Just heard a podcast where Aweber revealed how adding a 3 letter word to their order process increased their trial signups by ... 12%!
Want to know what this word is?
It's the word ... "Now".
The most likely rationale for this is because it creates certainty and urgency for their prospects.
As with all things in split testing, do test it out for yourself and see if that is true for you as well.
What might work for them does not necessarily work in your particular context.
Off to do some split testing shortly ... Chat soon!
P.S. Have you had any similar split tests before where adding / removing a word increased your conversions? Do share your findings too!