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Estd 4.22.2023
Based on the insights provided in our pricing strategy book, Price to Scale, there isn’t a one‐size‐fits-all answer backed by hard data stating that one specific CTA (“Start Free Trial” versus “Buy Now” or “Request Demo”) universally delivers better conversion rates. Instead, our approach emphasizes that:
• Testing is critical – The book repeatedly shows that the impact of CTA wording depends on your audience, their stage in the buying process, and overall funnel dynamics. Simple, clear choices tend to convert better when they reduce friction.
• Anecdotal evidence and case studies – For example, we discuss instances (such as the case of a company charging a nominal fee for its free trial) where a slight modification in CTA (adding a small barrier) helped to filter out non-serious users. The historical conversion rates for free trials (often noted as 2–6%) also suggest that the “free trial” step can sometimes lead to lower quality leads if not paired with the right follow-up strategy.
• Alignment with your sales cycle – “Buy Now” and “Request Demo” CTAs work well if your target audience is already far along in the decision process. In contrast, “Start Free Trial” appeals more to prospects who want to try out the product with minimal commitment.
The takeaway is to run controlled tests—A/B tests, if possible—with each CTA variant to see which resonates best with your visitors. This approach is consistent with Price to Scale’s philosophy of data-driven decision making and iterative testing.
In summary, while our book provides examples and anecdotal evidence to guide your decision, the optimal CTA is one that aligns with your customer’s journey and is proven through testing. We recommend using a test-and-learn approach to decide whether “Start Free Trial,” “Buy Now,” or “Request Demo” works best for your site.