Great point, the goal we talk about in this blog post is the number of people who click that button.

One nice feature of Optimizely is that we can test as many goals as we like-- you can add goals even after the experiment has started running and we retroactively measure the conversion rate!

After I read your comment I went in and added a goal to see whether there was a change in the number of people who ended up starting a free trial later down in the funnel after seeing each of these variations. Turns out there was a +2.5% increase for the "Give it a try" variation. :)