Earlier this week I made a change I had been putting off for two months. I went through every "Start Free Trial" button on the site and rewrote it to read "Start Free Trial — $29/m after 5 messages". Same button, same color, same destination. Just a price tag glued onto the label. Then I sat back and waited for conversion to crater. That's what I expected. That is what most CRO people I trust have told me to expect over the years. Disclosing a price near the CTA is supposed to scare buyers off. The conventional move is to keep the trial language clean, get the email, and let the upgrade screen handle the money conversation. I have done it that way for a long time. I run the content side of our little two-founder shop here in Bali. My brother Brandon ships the infra. I write the words and run the experiments. So when I changed every CTA on the site, I was running an experiment on my own copy and I was pretty sure the result was going to make me feel stupid. It did not make me feel stupid.…