Understand that "Free" can be backfire
Written by Chris Barling
Tuesday, 25 October 2011 00:00
Trying different changes to your site and measuring the results may be dull, but the two examples below illustrate that massive and unexpected gains can result from small changes. In one documented case sales doubled simply by removing the discount code field from the checkout. The verdict was that buyers without discount codes felt ripped off if they didn’t have a code. In another case sign-ups increased by 200% after ’Free trial’ was changed to ’See plans and pricing’.