# Removing 'Buy Now' next to the free trial: +29.75% downloads

- Outcome: Won
- Page type: Landing page (SaaS)
- Elements: Cta, Plans
- Test run by: [Masters ITC Software](https://liftarchive.com/practitioners/masters-itc-software/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/scanitto/
- Page: https://liftarchive.com/test/scanitto-remove-buy-now-button/

Removing the 'Buy Now' button and leaving only the free trial download lifted free downloads by 29.75%, at 97% confidence. Masters ITC Software ran this test on the landing page for Scanitto Pro, its Windows scanning software. It was published as a VWO case study.

## Result

**+29.75% downloads**

- Free trial downloads: up 29.75%, at 97% statistical confidence.
- Paid purchases: no figure was shared, so the effect on revenue is unknown.
- The team's goal was to get people to try first and buy later.

## Control

A landing page with two buttons side by side: a free trial download and 'Buy Now' for the paid version.

## Variant

The 'Buy Now' button removed, so the free trial download was the only call to action.

## Why it likely won (our reading)

- One button means one decision. Two buttons side by side make visitors weigh options first.
- Most visitors were not ready to pay yet. A free trial suited where they were.
- With no paid option on show, the trial became the obvious next step.

## Caveats

The effect on paid purchases was not reported, so a rise in downloads may not mean more revenue. No sample size or duration was given, and the result is vendor-reported.

## How to run this test

- Hypothesis: If we remove the Buy Now button next to the free trial, then more visitors will start a trial because they face one clear choice.
- Primary metric: Free trial downloads or sign-ups per visitor
- Guardrail: Paid purchases (including later trial conversions)
- Guardrail: Revenue per visitor
- Guardrail: Trial-to-paid rate
- Who should test it: Software with a free trial where most buyers try before they pay. Risky if a large share of your revenue comes from people who buy straight away without a trial.

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Credit: Masters ITC Software ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/scanitto-remove-buy-now-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.