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Modern marketers have certain overarching goals in common: Connect with the audience and move its members to take meaningful action.

In the digital world, meaningful action usually means a click of the mouse (or tap on the screen), which leads to a conversion.

But often overlooked is the thing that everyone’s actually clicking on: the call-to-action (CTA) button.

For example, did you know that some buttons appear to our brains to be more clickable than others?

For years, smart marketers have used basic brain science to develop campaigns that grab our attention -- and CTA buttons are no different.

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