Visitors who don’t click don’t convert.

As marketers, we know this to be true.

Your visitors can’t get through your checkout process or sign-up form without clicking at least one button. And that one button — like all of your buttons — can be improved.

But we fail to optimize calls to action for pretty simple reasons, all of which are complete BS.

We need to stop ignoring the so-called “small things,” especially when conversions depend on them.