CRO breakdown of Change's charity donation rounding SaaS landing page. Expert analysis of design decisions, psychological principles, and conversion strategy by Apexure.
What is ConvertScore™? ConvertScore™ is Apexure's proprietary landing page performance metric. We evaluate every page across four dimensions — Copy & Messaging, Layout & Hierarchy, Trust & Social Proof, and CTA & Conversion Path — to produce a single score out of 100.
Change operates in a category it largely invented: in-cart charity round-ups for e-commerce. The product lets shoppers add a donation to their order total at checkout, and gives e-commerce operators a CSR story without friction for their buyers.
The landing page needed to make a commercial case to e-commerce operators — ‘this increases your conversion rate’ — while introducing a product mechanic most hadn’t seen before.
The hero — ‘Do charity donations and round-ups at checkout’ — with a Shopify/Marpply co-branding badge immediately establishes two things: the product category and platform compatibility. For a Shopify merchant who landed on this page from a Shopify App Store ad, the badge is a trust signal before the headline is even read.
The ‘Simple setup. Incredible results. No upfront costs.’ sub-headline addresses the three most common B2B SaaS objections in five words each: complexity (simple setup), performance scepticism (incredible results), and financial risk (no upfront costs). Each phrase is a distinct objection handled, not a feature listed.
The ‘How can brands increase conversion?’ embedded video is positioned early in the page as the primary depth content. Video is the most efficient format for explaining a novel product mechanic — it can show a real checkout flow with round-up in action in 90 seconds, which would take 400 words of copy to describe equivalently. The video placement before the feature list means engaged visitors understand the product before they evaluate the features.
The ‘Discover how adding donations can boost your sales’ four-step visual — with numbered steps and icons — walks the visitor through the operational reality of using Change. Steps like ‘Add Change to your store in minutes’ and ‘Discover new adding donations’ make the product feel operational and real, not aspirational.
The ‘With Change vs. Without’ comparison table covers six business-relevant dimensions: legal fees, donation collection, regulatory compliance, social proof creation, customer trust, and giving management. Each row shows the pain of not having Change and the ease of having it. For a B2B operator making a procurement decision, this table reduces the evaluation conversation from a full demo to a five-second scan.
The 'Trusted by nonprofit leaders' logo bar — featuring DonorsChoose, Habitat for Humanity, Water.org, NRDC, HOPE — is carefully curated. These are cause organisations with strong public recognition and positive associations. For e-commerce operators who want to associate their brand with good causes, the credibility of these partners validates Change's ecosystem quality.
The Shopify co-branding in the hero signals that Change is a legitimate, vetted integration rather than an unproven startup.
Recognised charity logos signal that real, reputable organisations trust Change to handle their donations. This is regulatory and reputational proof simultaneously.
The customer testimonial section includes named customers with specific use cases. The ‘Leading brands use Change’ header before the testimonials positions existing users as peer references rather than random reviewers.
"The FAQ section at the bottom handles the questions every procurement-stage buyer carries: Does it work with my current checkout? Who handles the legal side? What happens if a customer disputes a charge? Answering these questions on the page eliminates the 'I'll schedule a demo call to ask a few questions' delay. Most of those demo calls are just FAQ sessions in disguise."
Read more about how we approach trust signals in our guide to B2B Landing Page Examples.
The 'Easy, risk-free offer' section — 'No fees. No contracts. Start in minutes.' — near the CTA removes the final three common B2B objections at the moment of conversion. Addressing cost, commitment, and implementation time in the same line is efficient copywriting. When buyers are weighing whether to click 'Try For Free', removing all three barriers at once tips the decision.
The page uses a free trial offer — ‘Try Change For Free’ — as the conversion action, which removes the financial commitment barrier that would otherwise slow a procurement decision. The free trial CTA appears multiple times: in the hero, after the comparison table, and in the closing section.
The ‘Give more, get more — risk-free’ closing reinforces that the upside (brand CSR, conversion lift) significantly outweighs the downside (free to start, no contract). For a product in a novel category, removing every financial friction at the trial stage is the correct conversion architecture.
"The accordion tabs on this page show integration-specific details without creating a wall of text. Operators evaluating a checkout integration have platform-specific questions — the accordion lets them self-select their relevant section (Shopify, WooCommerce, BigCommerce) without having to read content that doesn't apply to them. That's cognitive load reduction working at its best."
Unbounce’s dynamic text replacement allows the hero copy to update based on traffic source — Shopify store owners see Shopify-specific language, WooCommerce users see WooCommerce specifics. This personalisation significantly improves relevance scores and reduces bounce from mismatched messaging.
E-commerce operators reviewing tools often do so on mobile between tasks. The mobile layout preserves the comparison table by making it horizontally scrollable, keeps the free trial CTA pinned to the bottom of the viewport, and ensures the video player defaults to portrait format for comfortable mobile viewing.
The video is loaded on-demand rather than on page load, preventing the iframe from blocking the above-the-fold render. The comparison table uses pure HTML/CSS with no external dependencies, ensuring it renders immediately even on slow connections. For a B2B product targeting operators on mixed business networks, reliable fast rendering is a baseline expectation.
Three improvements that would lift trial sign-up rates:
Change’s landing page shows how to introduce a novel B2B SaaS product by leading with commercial metrics, handling objections through a comparison table, and reducing trial friction to zero. The dual-audience persuasion — commercial operator AND cause-conscious brand — is handled without compromise.
Browse our full collection of landing page examples to see how we apply these principles across industries. For methodology, read our guide to B2B Landing Page Examples.
People trust credible experts. Certifications, awards, media mentions, and expert endorsements boost credibility.
People follow the actions of others. Testimonials, reviews, and client logos build trust and reduce hesitation.
Simpler pages convert better. Reducing visual noise, breaking forms into steps, and clear copy lower mental effort.
Controlling what visitors see first, second, and third guides them toward the conversion goal.
Colours trigger emotional responses. Strategic use of contrast and brand colours guides attention to CTAs.
Giving platform pages face a dual persuasion challenge: they need to convince e-commerce operators that the product increases conversion rate (the commercial case), and they need to demonstrate the social impact potential (the values case). Change's page leads with the commercial metric — '3X more conversions at checkout' — before introducing the charity cause. This sequencing respects the buyer's primary motivation while connecting it to a higher purpose.
The 'With Change vs. Without' comparison table is doing two jobs simultaneously. First, it creates contrast — showing the gap between the current checkout experience and the Change-enhanced one. Second, it handles objections about compliance, customer friction, and legal complexity in a scannable format. For a SaaS product entering a regulated space (charity donations with legal and tax implications), showing compliance features in a table alongside ease-of-use features reduces the mental barrier to evaluation.
The headline is a command that describes the product's function, not a tagline that describes its value. This is the right approach for a product with a genuinely novel mechanic — 'charity round-ups at checkout' is not a widely known category, so the headline needs to explain the mechanism first and let the benefits follow. It targets operators who understand checkout flows, which correctly filters the audience immediately.
Unbounce suits this use case because of its native A/B testing and dynamic text replacement. For a product targeting Shopify operators, changing the hero copy dynamically based on the traffic source — 'For Shopify merchants' vs. 'For WooCommerce stores' — allows personalisation without building multiple pages. The free trial CTA also benefits from Unbounce's conversion tracking to measure which traffic segments have the highest trial-to-paid conversion rate.
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Founder & CEO of Apexure, Waseem worked in London's Financial Industry. He has worked on trading floors in BNP Paribas and Trafigura, developing complex business systems. Waseem loves working with Startups and combines data and design to create improved User Experiences.
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"Change had a two-audience persuasion challenge: convince e-commerce operators on the commercial ROI, and make the charity angle feel genuine rather than performative. The page resolves this by leading with commercial metrics — 3X conversions, simple setup — and then letting the social proof and charity partner logos do the values signalling further down. Get the buyer's rational self on board first; the emotional case follows naturally."