'Trial' offer in the homepage CTA: +34% contact form submissions
Commentary byLiftArchiveOur analysis, not theirsAdding trial messaging to Spreedly's homepage call to action raised contact form submissions by 34%.
CXperts ran the A/B test for the B2B payment orchestration platform, published as an AB Tasty / Wingify case study.
The result was reported at 90% significance, and clicks on the button itself did not go up.
- +34% contact form submissions, Spreedly's main goal.
- Reported at 90% statistical significance, which is a lower bar than the usual 95%.
- Clicks on the CTA did not increase, so the lift came from people converting elsewhere after seeing the offer.
- The case study does not say which of the two variants produced the lift.
The change
Homepage CTA now mentions a trial or free trial
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The homepage's main call to action made no mention of a trial.
Variant
Two variants added trial messaging to the homepage CTA. One offered a 'trial' and the other a 'free trial'.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Visitors may not have known a trial existed. Saying so lowers the perceived risk of talking to sales.
- Seeing a trial offer can make a B2B platform feel easier to evaluate, even if people choose the contact form instead.
- With only 90% significance and no sample size shared, part of the lift may be noise.
Caveats: 90% significance, no sample size or duration shared, and the winning variant is not named. CTA clicks did not rise, so the mechanism is unclear.
Who ran it
CXperts ran this test and published the results (AB Tasty / Wingify case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on CXperts →
How to run this test on your site
- Hypothesis
- If we mention our trial in the homepage call to action, then more visitors will contact us because they learn they can try the product with low risk.
- Primary metric
- Contact or demo form submissions
- Guardrails
- Trial sign-ups
- Sales-qualified lead rate
- CTA click-through rate
- Who should test it
- B2B SaaS companies that offer a trial but lead with 'contact sales' or 'get a demo'. Skip it if you don't offer a trial, and aim for 95% confidence before rolling out.
Questions
Should a B2B SaaS homepage mention a free trial?
If you have one, it's worth testing. Spreedly saw more contact form submissions once the trial was mentioned, even though CTA clicks stayed flat.
Is 'trial' or 'free trial' better?
This case study doesn't say which wording won.
Test both if the difference matters to you.
Is 90% significance good enough?
It's a weaker standard than the common 95%.
Treat a 90% result as promising and confirm it with more traffic.