cro-cta-clarity

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).