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We have four plans with a CTA: 'try it for free'

What is better:

  1. Place one CTA per plan?
  2. or place one CTA for all?

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  • 2
    Is there any difference in selecting the CTA of the 'M' as opposed to the 'XL' as far as this free trial goes? And is there a way to directly just purchase the XL version from this screen without trying the trial first?
    – JonW
    Sep 17 '14 at 15:19
  • Have you completed your user flows? I think if you worked through those first, you would be able to answer your own question.
    – Johnny UX
    Sep 17 '14 at 16:36
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My personal opinion would be to use one CTA per item and here is why:

One CTA per

My thought process:

  1. Observe choices
  2. I like plan "L"
  3. A dedicated button, hoorah! :)
  4. I bet if I press that button then the sign-up screen will not force me to choose again
  5. Yay! the sign-up screen is clearly marked with what I want, and it even has a <select> box for me to switch my selection

One CTA for all

My thought process:

  1. Hmm, I want plan "L" but there is only one button
  2. Am I gonna have to go through the entire sign-up process and choose what I want at the end?
  3. Are they going to select the most expensive plan by default and make it un-intuitive to switch?
  4. Will I have to jump through hoops to select the plan I want?

Relevant examples

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My suggestion would be to go for the approach of showing four call to actions for the users as the user can quickly scan through the plan offerings and choose the trial he wants to go through. This design would also enable you to highlight a trial plan for a specific model more specifically. Here are some examples of how sites use a similar approach

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The challenge with just using a single call to action is that you are expecting the user to perform two actions i.e. scan through the offerings and select one and then choose to opt in for a free trial. This can help reduce your conversions since you are looking at a longer engagement and the user might not scan all the way to your call to action which is the main driving factor in conversion with the "Free trial offer" which informs users that this is just a trial and they are not being forced into making a payment right now.

To quote this article from smashing magazine on call to action design

Often, a user’s hesitation to take action stems from thinking that an action will be difficult, costly, or time consuming. By taking care of these concerns, your call to action buttons can lead to more conversions.

For example, on Basecamp, the call to action button explicitly defines the time it would take the user to sign up and tells users that signing up is costless (free). This approach weakens two primary users’ concerns when it comes to taking action online: paying (which also requires them to take additional actions such as getting their credit card) and time constraints.

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