Three words on a button doubled their trial signups
Going swapped 'Sign up for free' for 'Trial for free' and premium trial starts rose 104%. The cheapest CRO test you can run is the words on your button.
Going (formerly Scott's Cheap Flights) changed three words on a single call-to-action and saw premium trial starts jump 104% month over month.
The old button said "Sign up for free." The new one said "Trial for free." Nothing else changed – no redesign, no new offer, no extra steps. The win came from steering attention to the higher-value option that visitors were far more likely to convert from once they had actually experienced it.
Why it matters: the exact words on your primary button quietly decide which path visitors take through your funnel, and rewriting that microcopy is one of the cheapest, fastest tests you can run on any signup or pricing page.
Source: 9 CRO Case Studies With Proven Results (2026) (Going case, originally via Unbounce).
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