“As much as I would love to say that talking about our features is the better performer — it's not. Talking about a discount, our audience is very price sensitive, so that is a message we lean pretty heavily into.”

Discount messaging out-converts feature messaging — even when you wish it didn't

After extensive copy testing, Lose It! found discount/savings framing consistently beats feature-benefit framing for their price-sensitive audience. The honest founder lesson: your beautiful feature copy is probably losing to a price tag. Build the features, but don't expect users to convert because of them.