“Learn more”. Two words. No benefit. No urgency. Nothing for the reader to picture. It is the default call to action, and that is exactly the problem: it decides nothing.
The mental test for a call to action
A good call to action answers “what happens if I click?” in three words or fewer. “Learn more” answers: “you will learn more”. Circular and empty.
Three concrete examples
- Bad: “Learn more” → Good: “See pricing”
- Bad: “Discover” → Good: “Book my slot”
- Bad: “Contact us” → Good: “Get my free quote”
The rule: an action verb plus the immediate benefit. “See”, “Book”, “Get”, “Download”, “Start”. In the first person wherever you can.
The fastest A/B test there is
With 1,000 visitors a month you can test a change of call to action in seven days and get a statistically significant result. It is the highest-return test in digital marketing — and the most neglected.