Carelogger is a tool for diabetics that tracks different diabetes health metrics. The personal logbooks for patients are free. Business accounts allow doctors to monitor sereral patients and are paid. The company wanted to increase the number of signups for their tool on their homepage.
Changing the call to action from “Get started now” to “Sign up for free” will increase the number of singnups.
Indeed the number of signups increased by 7%. Probably ‘Sign up’ feels more like a committent this audience, as a free trial might turn into a paid service later. Hence ‘Get started now’ reduces the fear of signing up for a paid service.