LandingBoost
LandingBoost research · Updated 2026-07-17

SaaS Landing Page CTA Tests: What Actually Increased Signups

Three published landing page experiments show when CTA wording, navigation labels, and button choices increased signups or clicks—and where the result stopped short of revenue.

Short answer: The strongest CTA lesson is not to hunt for a universal button phrase. Match the action and surrounding labels to the visitor's job, then measure the closest business outcome you can. In the examples below, clearer solution language increased signups, adding “Free” nearly doubled CTA clicks, and a demo-first choice moved more visitors toward pricing—but clicks are not the same as customers.
Envoy CTA and navigation experiment: Why Envoy changed to Solutions and reported 16.53% more signups
Reported results from third-party case studies. They are not forecasts for your page. We preserve the measured metric and call out missing or confounded context.

The practical pattern

  • Use buyer language in navigation and CTA context, not internal company language.
  • Treat click-through lifts as directional until downstream signups or revenue also improve.
  • Test the action that matches the visitor's readiness: demo, trial, pricing, or purchase.

Published experiments

What changed, what the source measured, and what the result does—or does not—prove.

Envoy

Completed signups

Evidence B
BeforeA navigation dropdown labeled “Why Envoy.”
ChangeRenamed the dropdown to “Solutions” to make the benefits easier to recognize as answers to visitor needs.
MeasuredCompleted signups
Reported result: +16.53% signups at 99% statistical confidence.

How to interpret it: A second variation that added email capture to the navigation was flat. The case therefore supports the label change in this context, not a general rule that more CTA exposure wins.

Read the primary case study at Conversion →
Corcentric

CTA clicks

Evidence B
BeforeHomepage CTA: “Get a Demo.”
ChangeChanged the CTA to “Free Demo.”
MeasuredCTA clicks
Reported result: +99.42% CTA click-through rate.

How to interpret it: The test ran for two weeks with close to 800 visitors. The published case reports clicks, not completed demos, pipeline, or revenue.

Read the primary case study at VWO →
Artsy Editor

Demo and pricing-page clicks

Evidence B
BeforeThe homepage offered competing demo and purchase actions.
ChangeTested a single “Try Demo for Free” button and two-button alternatives.
MeasuredDemo and pricing-page clicks
Reported result: The single-demo variation reported +5% demo clicks and +47% click-through to pricing.

How to interpret it: A two-button version also improved clicks, while showing price on the Buy Now button produced no real improvement. The case does not report paid conversion.

Read the primary case study at VWO →

Questions founders ask

What is the best CTA for a SaaS landing page?

There is no universal winner. The CTA should match the visitor's readiness and make the next step concrete. Use your own funnel outcome—not another company's uplift—to choose the winner.

Should a SaaS CTA say free?

Only when the next step is genuinely free and the word reduces uncertainty. Corcentric reported more CTA clicks after adding “Free,” but the public case did not report downstream revenue.

What should I measure in a CTA test?

Prefer completed signups, qualified demos, activation, or revenue. Button clicks are useful diagnostic signals, but they can increase without improving customers or revenue.

Method and limits

  • This article uses public case studies from the LandingBoost CRO evidence registry.
  • Evidence grade B means the source names a testable change and a measured result, but not every detail required for independent replication is public.
  • Vendor-published success stories overrepresent winning tests. A result is a hypothesis input, not an expected uplift.

Related research

Social proof tests
Published tests of testimonials and customer logos show that proof placement and proximity to the decision can matter more than simply adding a logo row.
Form friction tests
Evidence from published form and journey experiments shows how progressive fields, shorter processes, and clearer paths affected lead and conversion rates.

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