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SaaS & B2B

Trial CTA Copy: Short or Time-Specific Wording Test

“Try for free” is shorter, while “Start 14 days free” makes the duration explicit.

  • SaaS & B2B
  • Free trial signup rate

Variant A vs Variant B

Same slot, different words.

Changed
Wording
Page
SaaS & B2B
Difference
changed

Hypothesis

The labels also differ in wording and length, so any result applies to the full phrasing, not duration information alone. Both must lead to the same genuine 14-day offer.

How to run this test

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 rateCompare paid starts among assigned visitors whose trial and equal follow-up window have both matured.
  • Hero total action rateCount visitors who complete at least one predefined hero action, deduplicating people who do both.

What to check before and during the test

  • WordingCompare the two labels for the same 14-day trial.
  • Copy variableTreat verb, length and mention of duration as a combined copy change.
  • AppearanceKeep button size, color, destination and surrounding terms unchanged.
  • PlacementDecide whether the assigned label appears in both the header and hero; keep that scope fixed.
  • AudienceReview small-team and enterprise visitors separately within each language.

Setup mistakes to avoid

  1. 1Do not change CTA wording and button color or size together.
  2. 2Only mention a 14-day trial if that is the actual duration.
  3. 3Keep header and hero labels aligned throughout the test.
  4. 4Explain any card requirement, later charge and cancellation terms; make the trial's cost clear.
  5. 5Do not generalize results from one language to every market.