The button is the only element on the page that has to be clicked. A default builder button asks politely. An animated one reacts to the person about to press it, and that difference shows up in click-through before it shows up anywhere else.
Both button elements work two ways. They can render the call to action themselves and own the click, or they can attach to a button you already built and add the motion while leaving every native GoHighLevel action intact. That second mode matters: one-click upsells, membership steps and named funnel steps live inside GoHighLevel’s own Button and cannot be reached by any custom widget, so attach mode is how you animate them without losing them.