# Trial CTA Copy: Short or Time-Specific Wording Test

Page: https://alidemirbas.com.tr/en/lab/ab-test-library/tests/trial-cta-copy-short-or-time-specific-wording-test

## Hypothesis

If seeing the trial length on the button eases worries about commitment, “Start 14 days free” could move more visitors into signup. If a short label that reads at a glance matters more, “Try for free” could come out ahead on the free trial signup rate.

## When to run this test

CTA clicks that end in an abandoned signup form, support requests asking how long the trial lasts, or sessions that bounce between pricing and signup tell you visitors in the header and hero are unsure about the trial terms. If the labels really differ in effect, one of them turns clicks into completed signups more often. If people drop out because the form is long, review the form first, since a label will not fix that. Before launch, confirm that 14 days matches the actual trial length, and show any card requirement, later charge and cancellation terms clearly in both arms.

## Primary metric

**Free trial signup rate**: Compare completed trial signups per eligible visitor assigned to each CTA label.

## Other metrics

- **CTA click-through rate (CTR)**: Report clicks as a diagnostic measure; a click is not a completed signup.
- **Trial-to-paid conversion rate**: Compare paid starts among assigned visitors whose trial and equal follow-up window have both matured.
- **Hero total action rate**: Count visitors who complete at least one predefined hero action, deduplicating people who do both.

## What to check before and during the test

- **Wording**: Compare the two labels for the same 14-day trial.
- **Copy variable**: Treat verb, length and mention of duration as a combined copy change.
- **Appearance**: Keep button size, color, destination and surrounding terms unchanged.
- **Placement**: Decide whether the assigned label appears in both the header and hero; keep that scope fixed.
- **Audience**: Review small-team and enterprise visitors separately within each language.

## What to watch when reading the result

- The free trial signup rate is the primary metric; CTA clicks are only a diagnostic. A label that brings more signups but leaves fewer paid starts once the trial and an equal follow-up window have matured should not ship. If the hero total action rate drops, check whether the label is affecting other actions too.
- Scope the result to the header and hero you fixed before launch. Keep that scope for the whole test, because changing the two CTAs independently would blur which one made the difference. Do not carry a result from one language to every market; read each language on its own, with small-team and enterprise visitors separated within it.
- A small gap in signup rates only shows that this sample could not tell the labels apart; do not read it as proof that duration wording fails. Test whether the gap could be chance with the [A/B test significance calculator](https://alidemirbas.com.tr/en/calculators/ab-test).

## Frequently Asked Questions

### Would a winning variant prove that duration wording caused the lift?

No. The labels also differ in verb and length. Interpret the whole copy comparison. Both must lead to the same real 14-day offer. Use free-signup rate as the primary outcome.

### Is a higher CTA click rate enough?

No. Use free-signup rate and compare trial-to-paid outcomes once equal follow-up periods have matured. More signups may still leave fewer paying users.

### How should the new label be applied in the header and hero?

Decide the scope before launch and preserve it. Do not independently change the two placements mid-test. Keep button size, color and destination equal.

### What should the word free make clear?

Disclose card requirements, later charges and cancellation terms. The stated 14 days must match the actual trial. Review languages and predefined company-size groups separately before generalizing.