Changing the button copy from ‘Free Trial’ to ‘See Plans and Prices’

Highrise
Marketing, Software (SAAS)
Home
Clarity (copy), Persuasion
July 2009
+200%
signups
Control
Control A
Variation
Variation B

Background

HighRise is an online CRM solution for small businesses. HighRise is an application developed by 37Signals – the company behind the popular Basecamp project management application.

Hypothesis

 “See plans and pricing” instills less fear of commitment than ‘Free Trial’ and will lead to more signups

Results

The “See plans and pricing” copy increased signups by 200%. Jason Fried of 37Signals thinks it is because ‘people are afraid if they click a link that says “Free Trial” then they’ll somehow automatically signup for something and be trapped’.


Source: 
Company Highrise
Market Marketing, Software (SAAS)
Test data
Test element Call to Action
Page Home
Conversion principle Clarity (copy), Persuasion
Result +200% signups

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