Add cancel-anytime reassurance under the CTA

When to use it

When a trial or subscription CTA has no cancellation wording near it and the page's click rate sits below the site average.

How to run it

Add one line of reassurance under the signup button: 'Free 14-day trial · No credit card required · Cancel anytime'. Include only the claims that are true.

Why it works

Remove the cost of being wrong

Naming the way out removes the last objection right at the button. Conversion Sciences and VWO both document risk-reversal microcopy at the CTA as a standard B2B CRO tactic, because it answers 'what am I risking?' without a redesign.

Source: Conversion Sciences; VWO trial-signup guidance