# Fewer CTAs, condensed sections: +31.8% Try Free clicks, inconclusive

- Outcome: Flat / inconclusive
- Page type: Landing page (SaaS)
- Elements: Cta, Page length, Tabs
- Date shared: 2015
- Test run by: [MarketingExperiments](https://liftarchive.com/practitioners/marketingexperiments/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://marketingexperiments.com/a-b-testing/2015-testing-year-in-review
- Page: https://liftarchive.com/test/freemium-product-page-condensed-try-free-clickthrough/

Removing competing calls-to-action and condensing a product page's tab and pricing sections showed a 31.8% rise in clicks to the Try Free funnel, but only at 94% confidence, so we treat it as inconclusive. MECLABS Institute ran the test for an anonymized software company with a free trial, published on MarketingExperiments. Several changes shipped together.

## Result

**+31.8% Try Free clicks, inconclusive**

- Clickthrough to the Try Free funnel was 31.8% higher on the new page.
- Confidence was 94%, below the 95% bar MECLABS uses, so MECLABS classed the result as inconclusive. Treat it as flat.
- Trial starts and paid conversions further down the funnel were not reported.
- Changes were bundled, so the result can't be credited to any one of them.

## Control

A product page with several competing calls-to-action and longer product tab and pricing sections.

## Variant

Competing CTAs were removed, the product tab and pricing sections were shortened, and tabs were renamed to say what each section offers.

## Why it likely came out this way (our reading)

- With fewer competing CTAs, the free trial became the obvious next step.
- Shorter sections may have brought the trial offer into view sooner.
- Clear tab names may have helped visitors find what they needed without scanning everything.
- The lift may still be noise, given it fell short of the confidence threshold.

## Caveats

The result fell just short of 95% confidence, and the source gives only a one-line summary with no sample size or duration. The test is from 2015 and bundled several changes.

## How to run this test

- Hypothesis: If we remove competing calls-to-action and condense the product and pricing sections, then more visitors will click Try Free because the trial becomes the clear next step.
- Primary metric: Clickthrough to the free trial sign-up
- Guardrail: Completed trial sign-ups
- Guardrail: Trial-to-paid conversion
- Guardrail: Clicks to demo or contact sales
- Who should test it: SaaS companies with a free trial whose product pages push several actions at once. If many buyers need sales contact or detailed pricing, cutting those paths may cost you more than it gains.

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Credit: MarketingExperiments ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/freemium-product-page-condensed-try-free-clickthrough/).
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.