Free has failed in email tests, too

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Which – apparently, I’m told – is what this graphic illustrates:value force vs cost forceI have no idea what that image says, either. But images, yo! GRAPHS AND CHARTS!This point was further illustrated by the simple copy test of two seemingly innocuous phrases: “Select Lodging” vs. “See All Rentals”The first sounds simple enough. But the second crushed it by 427% (along with a few other changes, to be fair).The theory goes back to negative connotations. “Select Lodging” implies that people will have to do all the work, assuming not just a hard cost to purchase, but also a soft one in the form of mentally-taxing, time-consuming searches that need performing.

The second version of the CTA text is more value-based. It’s asking for less work and commitment in Benin WhatsApp Number comparison, and instead focuses on the variety of rentals they have to offer. That’s value.Reason And5. Overusing Clichéd Words like “Free”What kind of a marketer would I be without completely contradicting myself?In the first point in this article I said “free” is one of the most persuasive words in the English language.Most of the time it works. Until it doesn’t.This first example from WhichTestWon shows a website offering a “Free Consultation”:free consultation button copyThe second variation changes that wording to “Work with Us”:cta button text tips and tricksThis second, “free”-less variation got 171% more people to click through to the Contact form.So…why?In short: no idea.On the one hand, it is more concrete.





It is more specific about the action someone’s about to take. And it does offer up a tiny little bit more than the generic “Free Consultation” CTA you see on every other competitor’s website.Not to mention, this isn’t the first time free’s let us down in the past.. For example, HubSpot ran a simple subject line A/B test between two variations: one with “Free Guide” and the other a topic-focused phrase instead (“SEO Guide”).hubspot call to action free testI know what you’re thinking, you smart marketer, you. But the answer is no. The Free version wasn’t trapped in any Spam filters. In fact, it passed seven of eight checks on Return Path. And both emails had the same SpamAssassin Score. So deliverability alone wasn’t the issue (both coming in over 99%).The real kicker was the click-through rate difference, with the topic-focused “SEO Guide” coming in at a 17% higher CTR.