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When to use it
When signup is free but nothing near the CTA says so, and paid-channel click rate on the signup page is below the site average.
How to run it
Add 'It's free' directly beside the signup button, not buried in body copy.
Why it works
Remove the cost of being wrong
Unless told otherwise, visitors assume a price or card requirement hides behind the button. Soocial tested ways of communicating free registration, and 'It's Free' placed beside the signup button boosted registrations 28% over control (documented by Copyblogger's conversion tweaks roundup).
Source: Soocial test (via Copyblogger)
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