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The Psychology of the "Buy" Button.

We recently conducted an eye-tracking study on 50 different B2B SaaS websites. The goal was simple: find out where the user's eye actually goes before they make a purchase decision. The results were shocking.

Flaw #1: Analysis Paralysis

When you offer too many choices, conversion drops by nearly 40%. We found that sites with a single, clear "primary" action (like a glowing blue button) outperformed sites with equal-weight buttons (like "Learn More" vs "Buy Now") by a significant margin.

The "F-Pattern" is Dead

Users don't scan in an F-pattern anymore on mobile. They scan in a center-column fixated pattern. If your CTA (Call to Action) is tucked in a corner, it's invisible.

How We Fix It

We use "Directional Cues"—subtle arrows, the gaze of people in photos, or even asymmetrical layouts—to physically guide the eye toward the conversion point. Design isn't art; it's engineering user behavior.