How One Small Change in Packaging Copy Increased Conversions by 30%
The Power of Words in Packaging
Most businesses obsess over packaging design—colors, materials, and structure. But many overlook one of the most powerful sales drivers: the words on the package.
One small tweak in packaging copy led to a 30% increase in conversions for a growing brand.
This article breaks down the psychology behind this shift and how you can apply the same strategy to your packaging.
The Brand’s Challenge: Stagnant Sales Despite a Great Product
A mid-sized organic snack company that had branched out into organic pet treats had everything going for them:
- High-quality ingredients
- A beautiful, modern package design for their custom pet treat bags
- Distribution in major retail stores
Yet, their sales were flatlining.
Shoppers picked up the product, examined it, but often put it back and walked away. Something wasn’t connecting.
The Discovery: Packaging Copy Wasn’t Creating Urgency
Customer interviews revealed a common theme: People liked the product but weren’t compelled to buy it immediately.
The brand’s packaging copy was generic and informational, but it lacked persuasion.
Their original tagline: “A Delicious & Nutritious Snack”
It sounded nice—but it didn’t drive action.
The Small Change That Made a Huge Difference
The brand decided to run an A/B test with a more emotionally driven, benefit-focused message. The new tagline:
“Crush Cravings & Stay Energized—Anytime, Anywhere!”
Why This Worked
- It Solved a Problem – “Crush cravings” directly addressed why people snack in the first place.
- It Added a Benefit – “Stay energized” highlighted the product’s functional value. This also highlighted the herbal aspect of their formulation, and not in the typical herbs packaging in another market.
- It Created a Visual & Emotional Response – The phrase “Anytime, Anywhere!” made consumers picture themselves enjoying the snack in different situations.
The Results: A 30% Increase in Conversions
The brand monitored sales across retail locations and online stores. After implementing the new packaging copy, they saw:
- A 30% increase in purchases within six weeks.
- Higher engagement online, with more customers sharing their experiences.
- Retailers reordering more frequently, reporting better sell-through rates.
Shoppers now picked up the product, read the tagline, and felt an immediate connection—enough to drive impulse purchases.
How You Can Apply This to Your Own Packaging
Not every brand needs a complete redesign. Sometimes, a single phrase can change everything. Here’s how to optimize your packaging copy:
1. Identify the Core Pain Point Your Product Solves
- What problem does your product fix?
- Why should customers care right now?
2. Use Action-Oriented Language
- Avoid passive, generic phrases like “great quality.” Instead, make it active and direct.
- Example: Change “A Hydrating Skincare Solution” to “Hydrate & Glow in 60 Seconds!”
3. Tap into Emotions & Sensory Language
- Instead of “Delicious Coffee”, try “Indulgent, Bold Flavor That Fuels Your Day”
- Evoking feelings leads to stronger impulse buys.
4. Create a Sense of Urgency or Exclusivity
- If you are selling some exotic fruit, phrases like “Limited Edition”, “While Supplies Last”, or “Get Yours Today!” push consumers to act fast. Make sure to place this on the front panel of your dried fruit bags for best impact.
5. Test & Optimize
- A/B test different packaging messages online before committing to a print run.
- Use customer feedback to refine messaging over time.
Final Thoughts: Small Tweaks, Big Results
Your packaging isn’t just a necessary product container—it’s your silent, effective salesperson. One carefully crafted phrase can make the difference between a lost sale and a loyal customer.
Just like this snack brand, your business can see dramatic results by tweaking your packaging copy.
What’s the one small change you could make today?
