As simple as it is, the copy you put on your call-to-action buttons can make or break your conversions. If it's too general and vague as to what will happen once...View More the user clicks, it's going to create a sense of anxiety & uncertainty for the user that will paralyze them from taking action. Crazy Egg started using the button copy "Show Me My Heatmap" in 2010 and I think it's a great example of being clear & specific to the product versus using general copy that we often see like "Sign-Up Now" or "Check It Out". It's also important to note that the button copy is possessive ("My Heatmap") and implies that the person will likely receive a free heatmap rather easily. Several tests have proven "my" to convert better than "your" on call-to-action buttons http://contentverve.com/10-call-to-action-case-studies-examples-from-button-tests/. The copy above the button states a measurable benefit that will hook many website owners and frames the call-to-action so even those who don't exactly know what a heatmap is, have context as to what's to come after they click. Notice how results are promised within 30 days & the trial is 30 days, thus bumping up the appeal that the free trial will be long enough to reap the rewards. Trials are a no-brainer for SaaS companies.