Calls to Action
People click the button but don't finish. What now?
The gap between the button and the finish line is doing the damage. Usually it's a form that asks too much, a scheduler with no availability, or a next page that looks nothing like the one they left. Walk your own funnel on a phone and you'll find it in about two minutes.
Next moves
- Name the outcome on the button, not the action. Not Submit. What they get.
- Reduce what you ask for at the first step. Trade depth for entry.
- Say what happens next. Uncertainty is friction.
Bring your current CTA and the step after it. Most of the leak lives in that handoff.