No alarm bells ring.And your opt-in momentum carries you through.

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Looking at CTR only for those who opened the email, this second variation still outperformed the first by 5%.One potential reason? “[Our subscribers] already know that our content is free, and therefore, the word does not add value,” the blogger guessed.Last but not least, Jeremy Smith provides a nice analysis of the word “free” too, concluding with this simple recommendation based on his similarly mixed findings:If you want to use the power of “free” without being gimmicky, then do this:Use it if your searchers expect it.Use it if your users will be drawn in by it.Use it if you will provide value.The lesson? Beware “best practices” and test for yourself.

Because even free can become vague and meaningless to your audience. There’s a lot of nuance Benin WhatsApp Number to a simple word choice.Bonus Reason: Your Button Copy Blends In with Everything ElseOk, we can’t end it on that last, slightly inconclusive one. So here’s a freebie.Great CTAs have one thing in common, an underpinning or foundation that needs to be right before your copy can take hold.They need to visually stand out. Specifically, they should present people with a clear visual hierarchy, prioritizing their attention for them.You can use the best button copy in the world – even the word Free – and your CTA will still underperform if it blends in with everything else on the site.Here’s a perfect example.





One European eCommerce site redesigned the color and shape of their CTA button for more contrast, didn’t touch the copy at all, and increased product sales (not just CTR) by 35.81%.button copy high contrast treatment(image source)If people are scanning and multitasking, searching for relevance so they don’t have to think, and relying on compelling words to form a mental shortcut for what they should do… you gotta make clickable actions obviously clickable.In Sum…The best button copy is a promise.It hints at what’s to come, and aligns with your subconscious expectations.So when you get to the last possible point of conversion, there’s no hesitation. Your lizard brain doesn’t panic.