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Frameworks, core principles and top case studies for SaaS pricing, learnt and refined over 28+ years of SaaS-monetization experience.
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Based on the principles outlined in our SaaS pricing book, Price to Scale, the best call-to-action (CTA) is the one that clearly communicates what the prospect will get next and aligns with the value being offered. While the book doesn’t prescribe a universal preference between “Start Free Trial” and “Get Started,” here are some guidelines drawn from our approach:
• Clarify the Offer:
– If you’re providing a no-risk opportunity for users to experience your product firsthand, “Start Free Trial” immediately signals the free and trial nature of the offer. This can reduce hesitations, especially for new visitors who may be testing the waters.
• Align with the Customer Journey:
– If the goal is to simply welcome potential users into an onboarding flow where the initial steps are less about the trial feature and more about starting a journey with your product, “Get Started” can feel more inviting and less salesy.
• Test and Optimize:
– As emphasized in Price to Scale, the impact of your CTA should be measured against your specific audience. You might find that one phrase resonates more with your target market than the other. Running A/B tests can help determine which CTA drives higher conversion rates on your pricing page.
In summary, choose “Start Free Trial” if you want to emphasize the free trial element, or “Get Started” if you prefer a broader invitation to begin interacting with your product. In either case, ensure that the CTA is clear, aligned with your offer’s intent, and regularly tested for performance improvements.