The short answer
Spotify put the word free against $0 on the same plan cards. This post sets the test up as a puzzle and leaves the outcome in the DoWhatWorks dashboard rather than publishing it.
Subscription brands often offer new customers a free-trial period. They hope you love the service and continue as a paying customer.
Getting customers to pull out their wallet and signup with payment info is tricky.
We see brands test questions like:
- How long should the free trial last?
- Do you display duration of a free trial?
- What Call-To-Action language to use in a free trial?
- Whether and where to display price?
- Where to place the Call-To-Action button?
- When to start collecting user information?
- What to include with the free trial?
We've also seen companies test which version of "free" gets more people to signup: $0 or free
The Experiment
Spotify ran two variants on plan card pages.
Variant A: Use the word "free" for each trial period.
Variant B: Substitute $0 for the word "free."
Who do you think won?
DoWhatWorks customers: Click here to see the outcome in your dashboard.
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