Summary: The phrase ‘Learn More’ is increasingly used as a crutch for link labels. But the text has poor information scent and is bad for accessibility. With a little effort, transform this filler copy into descriptive labels that help users confidently predict what the next page will be.
Some trends are subtler than others. Much like low-contrast text, the use of Learn More as a standalone link label has been quietly trending. The web now has an abundance of links with this generic label, largely tacked on to information of secondary or tertiary importance. (A Google search finds 1.4 billion instances of this term, though some admittedly might be from proper use of the term in general content.) Typically, these links are placed after a short paragraph that briefly introduces a topic, feature, or service, so that the Learn More points the visitor to the detail page. Usually, these links are not the main calls to action on the page, which partly explains why this copywriting detail doesn’t get as much attention or A/B testing as other calls to action.
Most of you have surely seen this pattern. Below is an example of what we’re talking about: