The hard fact is that they just don’t care.

Or more precisely, they don’t care yet. They’re interested, but they do not know enough to care. We have not given them enough of a reason to care. They are not ready to take that step.

A good read on “why you should bury your sign up button”. I’ve considered similar things as of recent. When someone tells me to “make it pop so it stands out and people will click it” I think, the user isn’t stupid (well, mostly) and making things “pop” more is just not going to make them click it. They know it’s there. They will click it if you make them want the product, not because the call-to-action button is fire-engine-read (as the article puts it).

You don’t need to “bury” the sign up button exactly, but you certainly don’t need to pull out every visual cue under the sun to try get people clicking.