When designing a web form or landing page, there are usually different paths a user can take through the form or from the landing page. Usually the typical path a user wants to achieve through a form is completion, so primary actions on these pages are things like “next”, “save” or “continue”. Secondary actions are things like “Back”. From a landing page the user probably wants to “Add to cart” or “Buy Now” as the primary action. Visually distinguishing primary actions to make them obvious should now be common practise thanks to excellent work by Luke Wrobleski in web form design and commonly used design patterns, but why do so many websites continue to get it wrong?