Pitchbook

The Insight

Every test was a hypothesis tied to form submissions, read to significance, with the losers retired and the winners compounded. One north star, measured on the form fill event itself. The two headline wins landed on the same surface, the free-trial lead form, and their gains stacked.

The Solution

Seven tests, every one pointed at the form. 

Hypothesis-led and read to significance on the free_trial_request form fills. 

The first win streamlined the free-trial form and earned trust: fewer fields, clear value props and social proof.  

The second built on it. The same form, set in a centre-aligned modal that cannot be closed, over the live product UI, with the nav and footer stripped out. No escapes, one focal action. That compounded another 12%. Stacked, the two lift free-trial requests by roughly 22% against the original. 

Two concluded wins compounded on the free-trial form, and three more are winning in flight, led by a 55% lift on request-access. Two tests lost. The pattern is proven and already extending across lead forms. The key growth driver is leads, not just free trials. The winning form pattern is already lifting request-access in flight, with pricing the next surface to take it.