| name | cro-cta-clarity |
| description | CRO lens — is the primary action obvious, singular, and labeled with a value-bearing verb? Surveyed by the Analyst. |
| license | Apache-2.0 |
| metadata | {"version":"1.1.0"} |
CTA Clarity
Lens question: Can a visitor tell, in under a second, what the one action is —
and is it labeled with what they get, not what they do?
Signal of the gap (DOM/RUM):
- DOM: in this repo, CTAs are decorated by
decorateButtons (scripts/scripts.js):
authored strong > a → a.button.primary, em > a → a.button.secondary,
strong+em > a → a.button.accent, each wrapped in p.button-wrapper. Gap signs:
the objective action is a plain <a> that never got buttonized (authored without
emphasis); several a.button.primary of equal weight competing in one block; vague
labels ("Submit", "Learn more") on the objective button.
- RUM: high impressions but low click-through on the objective action; clicks
scattered across secondary links instead of the intended one.
Variant kind it implies: usually CSS-only — promote one button to a single
dominant affordance (size, color, weight, spacing) with rules gated on
body.variant-<name> .<block> .button-wrapper a.button. Copy changes are
CSS-adjacent but may need a JS/text variant. Cheapest, safest class of experiment.
Related Skills
- building-blocks: block-scoped CSS standards and the decorated DOM a variant targets.
- content-modeling: why CTA emphasis originates in authored formatting (
strong/em around a link).