Actually that's not entirely true, my clicks on the RSS button increased by that much. In other words, this word choice change was even better at convincing people to click the RSS button than to click the e-mail button. The e-mail button just gets considerably more action. @Buck -- That's an interesting method, but I think it might be a bit over the top for what I like to do; although, if it converts, it converts. @Ryan Holiday -- I'm glad someone finally called BS. I was expecting a lot more skepticism; in fact, I was kind of looking forward to it. The conversation that comes from picking apart an idea can be really enlightening. I hid the numbers because my girlfriend told me that she thought that people wouldn't see me as being as credible because my subscriber base is relatively small. I listened to her, but I really don't mind being more open about the number involved. I started tracking outbound clicks in early January. I averaged 2.30 subscription clicks per day up until I made the change. Since I made the change, I'm averaging 11.07 subscription clicks per day. That's an increase of 481.3%. Since my traffic on the site has quadrupled over that period, I thought it would be unfair to use those numbers. Instead I used a shorter time period -- the 9 days before the change, and the 9 days after (which was when I wrote the post and submitted it to Brian). It's