• The Experiment

  • Purpose/Hypothesis

  • Conversation Impact

  • Real-World Example

The Experiments:

Add "it's free" in signup/order buttons. This experiment adds these words beside all your sign up buttons. You can customize this text if your page is not in English.




  • These two magic words 'it's free' usually have a big impact on conversions

  • This is important because visitors' first assumption of any product/service online is that they will have to take out their credit card and pay for it.

  • The purpose of this experiment is to remind visitors early on that they will not have to pay anything and can get started quickly in a few minutes.

Conversion Impact:

Without changing anything else on your page, and just adding the magical words “it’s free” beside your button increased conversions from 14.5% to 18.6% — an increase of 28%!

Real World Example:

Webflow is a rapidly growing website builder that competes against giants such as Wordpress. Webflow uses "- it's free" on its front-page in order to encourage visitors to get started.

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