Buildium Free Trial Multivariate

A few year's ago, before Buildium's redesign, I worked on a project to increase conversions on the free trial sign-up page. Working with the acquisition marketing team, we came up with three distinct experiences and performed a multivariate test.

We found users were more likely to fill out the form when we included value statements to set expectations for the trial experience. They disliked to version with the overlay that made the trial appear "locked" before they signed up--this felt gimmicky and dishonest.