With or without the free trial option?

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Can You Guess Which Test Won?

With or without the free trial option?

With free trial option

version_a-start_free_trial

Without free trial option

version_b-sign_up_to_read

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Difference Between Versions:

Version A – Subscription website with Call To Action (CTA) button to start a free trial
Version B – Exact same site and flow but with no free trial offer. CTA instead was to sign up

Key Performance Indicator (KPI):

Email sign-ups, subscriptions, cancellations

Test Goal:

Increase the number of users purchasing a subscription and reduce the number of cancellations

Traffic Source:

All traffic

Audience:

US and UK visitors interested in the subscription service

Organization:

Anonymous

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