# 'Create Lease' CTA straight to paid wizard: +32.2% purchases

- Outcome: Won
- Page type: Homepage (SaaS)
- Elements: Cta copy, Funnel steps
- Test run by: [EZ Landlord Forms](https://liftarchive.com/practitioners/ez-landlord-forms/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/ezlandlord/
- Page: https://liftarchive.com/test/ezlandlordforms-homepage-cta-create-lease-skip-step/

Changing the homepage button from "View Free Forms" to "Create Lease" and sending visitors straight to the paid lease wizard lifted purchases by 32.2%. Revenue per visitor rose 20.4%. EZ Landlord Forms ran this three-arm test, and it was published as a VWO case study.

## Result

**+32.2% purchases**

- Paid purchases: +32.2% for the arm that changed the text and skipped the middle page.
- Revenue per visitor: +20.4% for the same arm.
- The arm with the new text but the old path did not win. Its numbers were not shared, so the effect of the text alone is unclear.
- Free account sign-ups were tracked, but the result for them was not shared.

## Control

The homepage button read "View Free Forms". It led to a middle page where visitors could browse free forms and sign up for a free account.

## Variant

The button read "Create Lease" and went straight to the paid lease wizard, with no free-forms page in between. A third arm used the new text but kept the old middle page.

## Why it likely won (our reading)

- "Create Lease" names the job visitors came to do. "View Free Forms" pointed them at a side path.
- Dropping the free-forms page removed a step and a distraction for people ready to buy a lease for their state.
- Visitors who only wanted free forms may have converted less, which is why the free sign-up rate matters as a guardrail.

## Caveats

The winning arm changed both the button text and the funnel path, so the lift can't be credited to one of them. The test ran for two weeks on about 6,000 visitors across three arms.

## How to run this test

- Hypothesis: If we point our main homepage CTA at the paid product and skip the free middle step, then more visitors will buy, because the path is shorter and matches what they came for.
- Primary metric: Paid purchases per visitor
- Guardrail: Revenue per visitor
- Guardrail: Free account sign-ups
- Guardrail: Repeat or later purchases from free users
- Who should test it: Freemium or free-tool SaaS businesses where the free path sits in front of the paid one. If free users are a big source of later upgrades, check the long-term effect before you drop the free step.

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Credit: EZ Landlord Forms ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/ezlandlordforms-homepage-cta-create-lease-skip-step/).
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.