NEWS
4 Words, 200% Increase in Sign-ups
Ryan Carson recently met with Jason Fried of 37signals and asked him if he had learned anything about A/B testing that his company hadn’t blogged about.
“He said that they tested various phrases on the Highrise homepage for the call-to-action button. They originally had used various permutations of “Free Trial” and “Sign-up for Free Trial.” Then they tested the phrase:
“See Plans and Pricing”
This resulted in a 200% increase in sign-ups. That’s right. 200%.
He believes it’s because people are afraid if they click a link that says “Free Trial” then they’ll somehow automatically signup for something and be trapped. However, “See Plans and Pricing” encouraged them to explore, without the fear of commitment.”
And that is why good copywriters labor over every, single, itsy, bitsy word.
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Comments
Great to see figures that support a softer sell. However, while I (and many others) appreciate how such an approach would work, the unfortunate fact of the matter is that the decision makers (especially in the world of DR) can’t give up their exclamation marks, bright red buttons, and hard sell tactics. No amount of logic could ever convince them to abandon the safety blanket that is the word, “FREE.”
This is an awesome post.
We all see “free trial” too much. It has become mundane, unoriginal and too easy to ignore. Great post.
Dan Ariely just yawned (http://alturl.com/f83b), but I agree—love seeing more support for the softer sell.
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