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Great column Chris, love the stats! I was surprised by a few of them ("for example," and "implementation"), while others seemed like echos from an earlier time (e.g., "contract"). One you didn't note which may have lost its negative energy/reaction over the years is "signature/sign here."

I like the alternatives you provided,"get started" instead of "onboarding," but I'm wondering, did you also test these? That is, are the conversion rates higher for "get started" than "implement," or are you simply providing alternatives to those words/phrases where the stats showed a downturn?

Again, great column, thanks for sharing!


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