# Removing the email field from a 'Try for Free' CTA: +25.53% clicks

- Outcome: Won
- Page type: Homepage (SaaS)
- Elements: Form fields, Cta
- Test run by: [Kommunicate](https://liftarchive.com/practitioners/kommunicate/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/kommunicate/
- Page: https://liftarchive.com/test/kommunicate-homepage-remove-email-field-cta/

Removing 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.

## Result

**+25.53% clicks**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Sign-up form completion rate
- Guardrail: Activation rate of new trials
- Guardrail: 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.

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Credit: Kommunicate ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/kommunicate-homepage-remove-email-field-cta/).
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.