Brand Pages Submit Button Text

Description / Hypothesis

Changing the submit button text to include the word "free" will appeal more to organic audiences and result in more form submissions on brand pages.

Variations

Test Dashboard

Post-Mortem Analysis

Adding the word “free” to brand page form submit buttons did not prove to be as successful as we predicted, with the control producing 13 total ULF conversions to the variant’s 6.

Here’s a final results breakdown by each goal type:

• ULF Seller: -80% decrease
• ULF Buyer: 58.3% increase
• ULF Renter: ⧝ decrease (4 control leads to 0 variant)
• ULF Owner Rent:  ⧝ decrease (1 control lead to 0 variant)

Once again, we see that the inclusion of the word “free” appeals strictly to buyers. We’ve seen this with other copy tests–they prefer to see how low-cost things can be. For owners, it’s a different story. The word “free” might stoke skepticism and caution, especially as timeshare owners who likely originally bought their timeshare with the promise of free tickets/dinners/vouchers (“no such thing as a free lunch”).