Going
A flight deal subscription service that sends cheap airfare alerts to members on free and premium plans.
Going changed its homepage CTA from "Sign up for free" to "Trial for free" to steer visitors toward premium plans. Trial starts rose 104% month over month, and paid channels beat organic traffic for the first time. The lesson: a small copy change on the main CTA can shift which plan people pick, so test it early and check paid channels separately.
- Button pointed to the free plan
- Free tier was the thing to try
- Button pointed to the premium trial
- Paid offer was the thing to try
Trial starts rose 104% month over month
From Going homepage CTA change
What was said about Going
Going renamed its homepage CTA to point at the premium trial. Going changed its homepage CTA from "Sign up for free" to "Trial for free", a three-word edit meant to push premium plans. Trial starts rose 104% month over month.
The change put the free trial of the premium plan front and center, so visitors saw the paid offering as the thing to try rather than a free tier. Paid channels also outperformed organic traffic for the first time, so the effect is worth reading by channel. If conversion to paid is low, check whether the main button sends people to the free plan instead of the premium trial.
Version A and version B as Going tested them.
“Trial for free” CTA: Going's A/B test
Changed its homepage CTA from "Sign up for free" to "Trial for free" to push premium plans, and trial starts rose 104% month over month. Paid channels outperformed organic traffic for the first time.
Going renamed its homepage CTA to point at the premium trial. Going changed its homepage CTA from "Sign up for free" to "Trial for free", a three-word edit meant to push premium plans. Trial starts rose 104% month over month.
The change put the free trial of the premium plan front and center, so visitors saw the paid offering as the thing to try rather than a free tier. Paid channels also outperformed organic traffic for the first time, so the effect is worth reading by channel. If conversion to paid is low, check whether the main button sends people to the free plan instead of the premium trial.
Version A and version B as Going tested them.
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