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When to use it
When a self-serve SaaS product leads with 'Book a demo' as the only or main CTA, especially on paid traffic.
How to run it
Make 'Start free trial' the primary offer and demo the secondary one. Also test the wording ('Trial for free' vs 'Sign up for free') and a no-credit-card line.
Why it works
Make the action easier to complete
Most paid-traffic visitors would rather try the product than talk to sales. MarTech's analysis of B2B SaaS ads found free-trial CTAs drove roughly double the conversions per impression of demo CTAs (167% more on branded campaigns).
Source: MarTech: free trial vs demo; GemX CTA test
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