Carbonite

Carbonite swapped "20 gigabytes" for "unlimited storage" and conversion rose strongly. Carbonite changed its offer text from the feature "20 gigabytes" to the benefit "unlimited storage". Conversion rose strongly.

The book uses it as an example of turning a feature into a customer benefit, alongside SmugMug, which cut more than 100 feature statements across four plans to fewer than 10 benefit statements and saw double-digit gains in revenue and conversion. No exact conversion figure is given for Carbonite. The rule behind it: "A feature belongs to the product; a benefit belongs to the customer."