There's a prevailing belief in marketing that “curiosity” converts.
It's based on an old Facebook study done by AdRoll in 2014.
It found that the ‘learn more’ button outperformed ‘shop now’ (among other CTAs) by a significant amount.
I still hear this study cited today, as if it’s gospel - in both B2B and B2C contexts.
But it’s an over generalization, outdated, flawed and leading companies astray. Especially those that never A/B test for themselves.
There are no one-size-fits-all solutions for CTAs, especially when it comes to platforms that tweak their algorithms all the time.
It's best to test your CTAs and consider using different messages & CTAs along the conversion funnel/journey.
If I don’t know much about you or your product/ brand, I’m not going to be ready to buy so 'learn more' may be the better option.
But if I'm familiar with you, making it easy for me to buy could be the better strategy.