‘Try demo’ increases clickthroughs over ‘Buy now’

I’ve written before about why you might want to bury your signup button. Here’s another case study that found the same:

“One big lesson learned: for software product like us, the primary call-to-action should be the demo/trial, not the checkout/purchase. Because most of the visitors are first-time visitors and they want to focus on learning more about the product before making a purchase decision. If you push too hard at the beginning, they might feel distracted, uncomfortable and leave the site.”

From ‘Try demo’ or ‘Buy now’: A/B testing finds which button increased clickthroughs by 47%.