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If you want users to complete an action on your site, it’s up to you to guide them there. Along with strong messaging, clear CTAs are a critical component of the customer journey. Indeed, they’re one of the most important usability features of your website. There shouldn’t be any doubt in the user’s mind about what will happen once they click on one of your CTAs. Uncertainty causes apprehension, and apprehension causes users to abandon.

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