"Submit" and "Learn more" say nothing
A button label should describe what happens next, from the visitor's point of view. "Learn more" describes nothing — learn what, and then what? "See the pricing" or "Start a free audit" tells someone exactly what is on the other side of the click, which lowers the perceived risk of clicking. Labels that name the outcome consistently outperform labels that name the mechanic.
Competing calls to action split attention
When a page offers several equally-weighted actions, the visitor has to decide which one is for them before they can act. Many resolve that by doing nothing. Choose the primary action, give it the strongest visual weight, and demote the rest to plain links. One loud button beats three medium ones.
Unspoken risk stops clicks
People hesitate at buttons when they cannot predict the cost of clicking. Will this start a trial clock? Do I need a card? Am I about to get a sales call? Answering those in a short line under the button — no card required, free plan, unsubscribe anytime — removes the hesitation more effectively than making the button bigger. Say it plainly and only if it is true.
Asking for too much, too early
Every extra form field is another reason to abandon. Ask for what you genuinely need at this step and defer the rest to after the commitment exists. Phone number on a first-touch form is the classic offender: it converts worse and, for most teams, is not used until much later anyway.
The button that hides below the fold
If the primary action is not visible without scrolling on a common mobile screen, a portion of visitors will never see it. This does not mean everything must be crammed at the top — it means the action should reappear as the page goes on, so intent formed halfway down has somewhere to go immediately.
Consistency between promise and destination
If the button says "See pricing" it should land on pricing, not on a form gating pricing. A mismatch there does more damage than a weak label, because it teaches the visitor that the page's promises are unreliable — and that scepticism carries into everything else on it.
A short checklist
Does the label name the outcome? Is there exactly one primary action? Is the risk of clicking stated? Are you asking for the minimum? Is it visible on mobile without scrolling, and again further down? Five questions, and most pages fail at least two.