My cheapest A/B test ever was just changing one button label, beat a $3k redesign

We spent months on a total homepage redesign for our subscription box service in Austin, paid a design agency $3,000, and barely moved the needle. Then as a last ditch effort I changed the main button from 'Start Free Trial' to 'See Plans & Pricing' using Google Optimize, and conversions jumped 18% in two weeks. It made me wonder how many startups pour cash into big visual changes when the real blocker is just confusing next steps. Has anyone else found a tiny copy tweak that outperformed a major overhaul, and did you stick with the small wins or keep chasing the big project?

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