# 'It's free!' next to the sign-up button: +28% click-through

- Outcome: Won
- Page type: Homepage (SaaS)
- Elements: Cta copy, Free
- Test run by: [Soocial](https://liftarchive.com/practitioners/soocial/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/viadeo/
- Page: https://liftarchive.com/test/soocial-homepage-its-free-label/

Adding the words 'It's free!' beside the homepage 'Sign up' button lifted click-through to Soocial's sign-up form from 14.5% to 18.6%, a 28% gain. Soocial, an online address book app now part of Viadeo, ran the test, and it was published as a VWO case study. It beat several other versions, including 'Free up to 250 contacts'.

## Result

**+28% click-through**

- Click-through to the sign-up form: 14.5% to 18.6%, up 28%.
- The result was reported as statistically significant.
- Completed sign-ups and paid conversions were not measured, so the full-funnel effect is unknown.

## Control

The homepage had a large 'Sign up' button with no mention of price.

## Variant

The same button with 'It's free!' placed beside it. This was the winner among several button and text versions.

## Why it likely won (our reading)

- Two short words removed the worry that signing up would cost money.
- The short label beat the more precise 'Free up to 250 contacts', perhaps because it needed no thought. Soocial's team read it the same way.
- Placing the reassurance right next to the button put it where the decision happens.

## Caveats

The test measured clicks to the sign-up form, not finished sign-ups. Several variants ran at once, and sample size and dates were not shared.

## How to run this test

- Hypothesis: If we add 'It's free!' next to our sign-up button, then more visitors will click through because they will see that starting carries no cost.
- Primary metric: Completed sign-ups
- Guardrail: Click-through to the sign-up form
- Guardrail: Free-to-paid conversion rate
- Guardrail: Activation rate
- Who should test it: SaaS products with a free plan or free trial. Don't use it if the product has a paid-only model, or if the free tier is so limited that the word 'free' would mislead.

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Credit: Soocial ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/soocial-homepage-its-free-label/).
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.