[ScaleX Bite-Size] Bas Wouters - How One Word Changed to "Purchased" Increased Conversions 300%

How one word changed to "purchased" increased conversions 300%—Baz Wouters reveals the exact three-part formula combining Cialdini's principles of social proof, scarcity, and authority that SME leaders can apply immediately.

In this powerful segment of the ScaleX Insider Podcast, host Brendan McGurgan and Baz Wouters break down Dr. Robert Cialdini's seven core principles of influence and the surgical precision required to convert browsers into buyers online.

The 300% Conversion Breakthrough:
NYX Makeup Studio ran a simple A/B test on their product page. They started with just a "Buy" button. Then they added one sentence: "71 beauties have viewed this product today." Five words. Result: 33% increase in transactions.

But then they tested changing ONE WORD: "71 beauties have purchased this product today."
That single word change—"viewed" to "purchased"—led to a 300% increase in transactions. Same layout. Same product. One word. Massive difference.

Why It Worked:
This sentence combined THREE of Cialdini's core influence principles simultaneously:

Social Proof: Other people are taking action
Scarcity: This is happening right now (today)
Authority: These are people like you (beauties = target audience identity)

The 3-Part Formula for SME Leaders:
Bas reveals the three criteria to create high-converting copy yourself:

1. Mention Your Audience—"People Like Me"

2. Name the Desired Behaviour Literally

3. Use Exact Numbers to Boost Trust

The AI Solution for SMEs Without Marketing Teams:
Many SME leaders worry: "I don't have a marketing department. I don't have copywriting specialists. How can I implement this?"
Bas's answer: This is exactly why he built AI-powered tools for SMEs. As an entrepreneur himself (not a corporate consultant), he understands the resource constraints small businesses face.

What's Available Now:
Free monthly workshops at onlineinfluence.com
AI-trained bots that analyze your website instantly
Put in your URL → Get told: "Here are your biggest wins. Here's where you can increase conversions."
Actionable recommendations you can implement yourself

The Delete Button Strategy:
Most improvements aren't about adding things—they're about removing friction. Deleting clutter. Simplifying steps. You don't need designers. You don't need developers. You just need the delete button.

As Brendan says: "Everyone knows where the delete button is. This is about taking stuff out, not adding more in."

Why This Matters for Your Business:
If a makeup company can increase conversions 300% with one word change, imagine what's possible when you apply all seven of Cialdini's principles systematically across your entire customer journey.
The principles work because they speak directly to System 1 thinking—the fast, automatic, subconscious brain that makes 95-98% of all purchasing decisions.

Key Takeaway:
You don't need a massive budget or a huge team. You need surgical precision with language. You need to understand how the human brain actually makes decisions. And you need the courage to simplify ruthlessly.

About ScaleX™ and Simple Scaling:
ScaleX™ Insider is brought to you by Simple Scaling—creators of the ScaleX™ Accelerator Programme, a 12-month journey for ambitious SME leaders combining strategy, mindset work, and peer support to break through revenue plateaus.
🔗 Learn more: https://simplescaling.com/scalex-accelerator-programme

Subscribe & Never Miss an Episode:
📺 YouTube: https://www.youtube.com/@simplescaling
🎧 Apple Podcasts: https://podcasts.apple.com/gb/podcast/scalex-insider/id1494889789
🎵 Spotify: https://open.spotify.com/show/0d7ZzJFe6uL3I6wzW3BlFx

Connect with Baz Wouters:
Website: https://www.onlineinfluence.com
LinkedIn: https://www.linkedin.com/in/bazwouters-cmct-cpt-cec
Free AI Tools & Workshops: https://www.onlineinfluence.com

Host:
Brendan McGurgan
Website: https://www.simplescaling.com
LinkedIn: https://www.linkedin.com/in/brendanmcgurgan