Small copy changes reflecting values can dramatically increase conversion

We had one example where we added some text to the cart experience, and we just saw huge uplift that we really, really didn't expect. It was more us communicating our values as a business, and it was something that really seemed to resonate with our buyers.

The text change was in our cart where we call out Etsy offsets carbon emissions from every delivery. And just adding that simple line of text was something that, like I said, really resonated with our buyers and the type of customer that comes to Etsy, and really drove conversion.

I do find if you have a lot of people landing on a webpage or an app and then not doing anything, then it's probably copy. They haven't even experienced the product, it's clearly not the product that's wrong.

When you ask a question, you can insert an idea into someone's head, you can get them thinking about something different. And so, in a sign up flow, what would you want people to be thinking about? You probably want them to be thinking about the benefits that you offer.