It sounds like the experiment there wasn't to add call to action buttons, but rather to change the wording to be more action-suggestive. And they might have fl

It sounds like the experiment there wasn't to add call to action buttons, but rather to change the wording to be more action-suggestive. And they might have flubbed them - I see people go way too far on that sometimes. Changing it from something reasonable that matched the site, to something over the top and not fitting.