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Upon facing low conversion rates on its premium subscription plans, Going tweaked the CTA on their homepage, comparing “Sign up for free” with “Trial for free.” This subtle three-word change was designed to better emphasize the value of their premium offerings by making the free trial option more prominent.
Results
104% increase in trial starts month-over-month
Not only did it improve conversion rates through paid channels but it also surpassed the performance of organic traffic for the first time
