When it comes to building strong and fruitful customer relationships, it’s all about building trust—especially when visitors are still learning about your brand. That’s why when sparking interest from lower-intent visitors, we’ve found that using non-committal language is a great way to engage and educate them without scaring them off of your site with more direct CTAs.
Rather than using more rigid copy that requires low-intent visitors to take action, or open up their wallets right away like ‘book a demo’ or ‘buy now,’ lower the stakes with CTAs that feature more open-ended language. For instance, words like ‘explore’ or ‘try’ can lower the barrier for entry, helping low-intent visitors get to the next step in your site’s journey.
To better illustrate this, we’ve compiled a list of 10 of the best non-committal CTAs out there today from real ecommerce and B2B companies.
CTA: Explore Tread
Exercise equipment company, Peloton, is no stranger to non-committal CTAs! With home gym equipment that costs a pretty penny, Peloton employs non-committal language to engage lower-intent site visitors. As in the example below, rather than asking visitors to buy a treadmill directly from the brand’s homepage they give prospective customers the opportunity to learn a bit more before they buy.
CTA: Learn More and See Next Week’s Menu
In this example, Sakara, a health food delivery service gives site visitors a two-for-one when it comes to non-committal CTAs. The more conventional ‘Learn More’ CTA encourages visitors to get a better understanding of the company’s offerings rather than asking them to buy right away. The ‘See Next Week’s Menu’ CTA entices visitors to familiarize themselves with Sakara’s weekly menu while suggesting that the brand’s food offerings change often. These two non-committal CTAs work in tandem to bring visitors deeper into the site without requiring them to sign up.
CTA: Find Your Perfect Look
Online furniture retailer, Wayfair, uses its ‘Find Your Perfect Look’ CTA to familiarize customers with its exclusive brands. Although the CTA could easily be replaced with a more standard ‘Shop Now’ or the like—Wayfair’s non-committal CTA motivates visitors to explore their expansive product offering rather than suggesting that they make a purchase right away.
CTA: Surprise Me
Sometimes visitors come to your site and have no idea what it is they’re looking for! That’s why online furniture and gift retailer, Coming Soon’s, non-committal ‘Surprise Me’ CTA is right on the money. In the example below Coming Soon has devoted a section of its homepage to low-intent buyers. Visitors who click the ‘Surprise Me’ CTA are brought to a random gift generator filled with whimsical product descriptions. This CTA captures site visitors who may otherwise be overwhelmed by Coming Soon’s broad product offering and encourages them to stay on the brand’s site.
CTA: Get Started For Free
Grocery delivery company, Imperfect Foods, knows that everyone loves free stuff! That’s why, as in the example below, they let site visitors know that they can try out their service without paying a dime. Using the qualifier ‘for free’ can get visitors who are on the fence about your product or service over the hump.
CTA: Try it Free
Competitive intelligence software provider, Semrush, is a power user of non-commital CTAs. Across their homepage, they encourage visitors to ‘Try it Free.’ This CTA lets visitors know that they can try out the software before they buy—something that can be especially helpful during the B2B sales cycle. When competitors require clients to sign binding contracts before they can gain access to the software, a simple CTA like this can play a huge role in converting a site visitor.
CTA: Take a Video Tour
In the example below, equity management platform, Carta, places two CTAs for visitors with higher and lower intent next to one another. The more conventional ‘Request a Demo’ button gives visitors with higher intent the opportunity to connect with Carta’s sales team straightaway. The ‘Take a Video Tour’ button on the other hand gives lower-intent visitors the chance to learn more without talking to a live person. It’s important to note that both buttons lead to forms that require the visitor to provide their email address. In doing so, regardless of a visitor’s interest level Carta is able to still capture a bit of helpful information about the prospective customer.
CTA: See How Content Experience Works
Because many B2B companies sell multi-faceted solutions to major business problems, sometimes talking about how those solutions work can prove to be a bit tricky. Because of this, in the example below content management platform, Uberflip uses the main CTA on their homepage to direct visitors to learn more about how their product works. In doing so, they are able to engage visitors who are interested in learning more but not yet ready to speak with the sales team.
CTA: Explore the Possibilities
Want to communicate that your B2B business offers a comprehensive solution in the form of a non-committal CTA? Customer support software company, Zendesk, does just that with their ‘Explore the Possibilities’ CTA. While this CTA does bring visitors to a form to request a demo, the button copy suggests that the call a prospective buyer will have with the sales team will be an exploration rather than just a standard sales pitch.
CTA: Uncover Intelligent Transactions
In the example below, contract management software provider, Icertis, encourages site visitors to acclimate themselves to the brand’s product offering by using the verb ‘uncover’. While this CTA is certainly non-committal, the use of the word ‘uncover’ gives the button a burst of energy as it suggests that clicking the CTA will lead to insight and discovery.
We hope these 10 examples give you the inspiration you need to start experimenting with non-committal CTAs on your brand's website. If you’re already using Intellimize, sign into your account now to start testing non-committal CTAs ASAP!