Removing the email field from a 'Try for Free' CTA: +25.53% clicks
Commentary byLiftArchiveOur analysis, not theirsRemoving the email input next to the 'Try for Free' button on Kommunicate's homepage lifted clicks on that button by 25.53%.
Kommunicate, a no-code customer support chatbot platform, ran the test itself over two weeks, and it was published as a VWO case study.
The test counted button clicks, not finished trial sign-ups.
- Clicks on 'Try for Free': +25.53% versus the version with an email field.
- The test ran for two weeks and the testing tool declared the variant the winner.
- Completed sign-ups and sign-up page visits were not reported; the team planned follow-up tests to measure them.
- Sample size and confidence level were not shared.
The change
The email field beside the trial button was removed.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
A homepage hero with an email address field placed next to the 'Try for Free' button.
Variant
The same hero with the email field removed, leaving only the 'Try for Free' button.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A single button asks for less effort than typing an email, so more visitors take the first step.
- Asking for an email on the homepage can feel like a commitment before visitors have seen the sign-up flow.
- The friction may simply have moved to the next page, which is why the downstream numbers matter.
Caveats: The test measured button clicks, not completed trial sign-ups, so the effect on real sign-ups is unknown. It ran for two weeks and sample size was not shared.
Who ran it
Kommunicate ran this test for no-code customer support chatbot platform and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Kommunicate →
How to run this test on your site
- Hypothesis
- If we remove the email field from our homepage trial CTA, then more visitors will start sign-up because clicking a button takes less effort than typing.
- Primary metric
- Completed free trial sign-ups
- Guardrails
- Sign-up form completion rate
- Activation rate of new trials
- Email capture rate for nurture
- Who should test it
- SaaS companies with a free trial and an inline email capture on the homepage. It may not help if you rely on the captured email to follow up with people who abandon sign-up.
Questions
Should I put an email field in my homepage hero?
It depends on your goal. Removing it raised button clicks by 25.53% here, but you lose the early email capture for people who drop out later.
Are more CTA clicks the same as more sign-ups?
No. Clicks show intent to start, but friction can move to the next step.
Track completed sign-ups and activation before calling a winner.
How long should a SaaS CTA test run?
At least one to two full weeks to cover weekday and weekend traffic, and longer if your traffic is low.