Convert more leads by using exploratory wording in your CTAs.

If your wording suggests that a potential customer will need to make a commitment before they're ready, they'll often walk away. Get them in the door by using exploratory words.

When Google changed a call to action from "Book a room" to "Check availability," form engagement increased by 17%. It seems that many potential customers avoided the original CTA because it sounded like a commitment. And they were more open to the exploratory CTA because they felt that they had more time to assess their options. Conveniently, once a potential customer invests time and learns more about an offering, they'll be more likely to make a commitment. So consider softening any firm CTAs, marketing copy, etc. Gene Maryushenko of Swipe uses the example of "Give it a try" instead of "Create an account."