# 'Free Trial' button next to 'Buy Now': +158.6% free accounts

- Outcome: Won
- Page type: Homepage (SaaS)
- Elements: Cta, Free trial
- Test run by: [GetResponse](https://liftarchive.com/practitioners/getresponse/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/getresponse/
- Page: https://liftarchive.com/test/getresponse-homepage-free-trial-button/

Adding a "Free Trial" button next to the "Buy Now" button on the homepage lifted free account sign-ups by 158.6%. GetResponse, an email marketing platform, ran this A/B test, and it was published as a VWO case study. The team expected paid sign-ups to fall, but they reported no drop.

## Result

**+158.6% free accounts**

- Free account registrations: +158.6%.
- Paid accounts created from the homepage: no negative effect reported. No exact figure was shared.
- The case study's headline calls the metric click-through rate, but the text says free accounts rose 158.6%.

## Control

The homepage had one prominent "Buy Now" button. A free trial existed but was only offered on some inner pages.

## Variant

The same homepage with a "Free Trial" button added next to "Buy Now".

## Why it likely won (our reading)

- Many visitors aren't ready to pay on a first visit. A trial gives them a low-risk next step instead of leaving.
- Visitors who were ready to buy still had "Buy Now", so the trial added an option rather than replacing one.
- The trial had been hard to find. Putting it on the homepage made an existing offer visible.

## Caveats

No sample size, duration or confidence was shared. The case study labels the metric inconsistently, and it was published by the testing vendor.

## How to run this test

- Hypothesis: If we add a free trial button next to our buy button on the homepage, then more visitors will create accounts, because hesitant visitors get a low-risk option.
- Primary metric: New accounts (free and paid) per homepage visitor
- Guardrail: Paid sign-ups from the homepage
- Guardrail: Trial-to-paid conversion rate
- Guardrail: Revenue per visitor over 30 to 90 days
- Who should test it: SaaS companies with a free trial or free plan that isn't promoted on the homepage. If trial users rarely upgrade, more trials may not mean more revenue.

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Credit: GetResponse ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/getresponse-homepage-free-trial-button/).
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.