# One 'Try Demo for Free' button: +47% clicks to pricing

- Outcome: Won
- Page type: Homepage (SaaS)
- Elements: Cta copy, Cta count
- Test run by: [Artsy Editor](https://liftarchive.com/practitioners/artsy-editor/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/artsy-editor/
- Page: https://liftarchive.com/test/artsy-editor-homepage-demo-buttons/

Replacing a two-button call to action with a single 'Try Demo for Free' button lifted click-through to the pricing page by 47% and to the demo by 5%. Artsy Editor, a paid WordPress editor plugin, ran this homepage test, and it was published as a VWO case study. Sales were not measured, so the win is about clicks, not revenue.

## Result

**+47% clicks to pricing**

- Click-through to the pricing page: +47% versus the two-button version, even though the variant had no buy button.
- Click-through to the demo: +5%.
- A second variant kept two buttons but put the emphasis on the demo. It lifted demo clicks 7% and pricing clicks 17%, well short of the single button.
- A third variant, 'Try Demo for Free' plus 'Buy Now', showed no real improvement.
- Purchases were not reported, so the effect on revenue is unknown.

## Control

The homepage call to action sat between the headline and editor screenshots. It offered two buttons, 'Try Demo' and 'Buy Now for $19.99'.

## Variant

The two buttons were replaced with one button reading 'Try Demo for Free'. There was no buy button in this version.

## Why it likely won (our reading)

- One clear option removes the choice between trying and buying, so more people take the next step.
- Most visitors were new and wanted to learn about the product first. A price on the homepage button may have felt like a push to commit too early.
- People who try a demo seem to go looking for the price on their own, which would explain the jump in pricing-page visits.
- Adding 'for Free' tells visitors the demo costs nothing, which lowers the risk of clicking.

## Caveats

The source lists three button combinations but doesn't say clearly which one was the original, and gives no sample size, duration or confidence level. Only clicks were measured, not sales.

## How to run this test

- Hypothesis: If we replace our 'try' and 'buy' buttons with one free-trial or demo button, then more visitors will move deeper into the site because first-time visitors want to try the product before deciding to pay.
- Primary metric: Click-through from the homepage to the trial, demo or pricing page
- Guardrail: Paid conversions or purchases
- Guardrail: Revenue per visitor
- Guardrail: Demo or trial completion rate
- Who should test it: Software sellers with a free demo or trial and mostly first-time visitors, such as plugin makers and self-serve SaaS. It is less likely to help if most visitors are returning buyers who are ready to pay.

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Credit: Artsy Editor ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/artsy-editor-homepage-demo-buttons/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.