“Learn More” is boring. Let me prove it.

The words on your site’s Call-to-Action buttons are more important than you’d think.

Marketers spend hours workshopping titles. We A/B test email subject lines. We run blog titles through keywords tools. We show website hero messages to focus groups.

Then we look at that all-important button right beneath it all — the button we need our audience to click — slap “learn more” on it, and call it a day.