With everything going on with your website design, the power of a well-crafted Call to Action (CTA) button is often underestimated. These small yet important items are crucial in navigating user interactions and driving conversions hopefully in the right direction. However, are your website’s CTA buttons primed for success, or are they inadvertently impacting your conversion goals?
As having effective CTA buttons can make all the difference, here we’ll look at what makes a CTA button not just good, but great — and how this can significantly impact your website’s conversion rates. From the psychology of colours and text to strategic placement and design, hopefully, you’ll be able to create CTA buttons that resonate with your audience.
Call to Action (CTA) buttons are designed to prompt an immediate response from someone viewing your web page. They are central to your website’s design to guide users towards your desired action — be it signing up for a newsletter, making a purchase, or downloading a whitepaper. The effectiveness of CTA buttons, however, goes far beyond their simple functionality. It’s about creating a seamless journey that aligns with the user’s intent and your business goals.
Different Types of CTAs and Their Impact
There are various types of CTA buttons, each serving a unique purpose. For example, a ‘Sign Up’ button might aim to increase newsletter subscriptions, while a ‘Buy Now’ CTA could be the final nudge a customer needs to complete a purchase. The choice of words, colours, and design of these buttons can significantly affect your website’s CTA conversion rate. For example, up to 90% of someone’s decision-making process is influenced by colour in the first 90 seconds of viewing your webpage.
But it’s not just about what your CTAs say – it’s also about how they align with the rest of the page’s content and design. A well-placed and thoughtfully designed CTA button can make the difference between a user taking the desired action or leaving your site. In fact, CTAs surrounded by less clutter and more white space can increase conversion rates by 232%.
Do CTAs Increase Conversion Rate?
The relationship between well-designed CTA buttons and conversion rates is unmistakable. Studies have shown that a compelling CTA can dramatically increase a website’s conversion rate and that personalised CTAs can perform 202% better than basic ones. This isn’t just about aesthetics – it’s about creating a clear, concise, and appealing customer journey for users to follow.
Each element of your CTA buttons, from the text to the colour, plays a crucial role in guiding your users towards the desired action. Getting it right could mean the difference between a passive visitor and an engaged customer.
When designing CTA buttons for your website, even the smallest details can have a substantial impact on your website’s conversion rates. While many businesses may understand the importance of CTAs, common mistakes can lead to missed opportunities. Here are some of the common pitfalls and how to avoid them:
Overlooking the Importance of Simplicity
One frequent error is overcomplicating the CTA button. The best CTA buttons are simple, clear, and concise. Users should instantly understand what action they are being asked to take. Overly complex designs or vague phrases can confuse visitors, which can lead to a lower CTA conversion rate.
Inconsistent Design and Messaging
Consistency is key in CTA design, so the CTA button should align seamlessly with the overall website design and messaging. An inconsistent CTA button – be it in colour, font, or wording – can disrupt the customer experience, making the call to action less effective. Remember, the best CTA button colour and text should complement, not clash with, your site’s design.
Misjudging the Placement
Another common mistake is the incorrect placement of the CTA button. It’s crucial to understand where to put a CTA button for maximum visibility and effectiveness. A CTA button hidden at the bottom of a page or lost in a blur of content is unlikely to perform as well. Strategic placement, where the CTA is both visible and appropriate, can dramatically improve its effectiveness.
Ignoring Mobile Optimisation
A CTA button that works well on a desktop may not necessarily work as well on a mobile or tablet device. Your CTA buttons need to be responsive and easily clickable on all devices, crucial for maintaining a high CTA conversion rate.
If you can minimise these common mistakes on your website and focus on clear, consistent, well-placed, and mobile-optimised CTA buttons, you can significantly enhance user engagement and conversion rates.
The best CTA buttons are those that effectively drive conversions, and this involves more than just an attractive design – it needs a strategic blend of design, psychology, and marketing insights. Here are some of the essential elements that will make a CTA button design truly effective:
Choosing the Right Colour and Size
Colour always plays a pivotal role in CTA button design. The best CTA button colour should stand out against your website’s background yet be harmonious with the overall design. Did you know that a red CTA button consistently performs better than a green one, with conversions increasing by 34%? Red CTA buttons can signify urgency or importance, while a green one might convey a sense of safety or confirmation.
Size also matters – your CTA button should be large enough to be noticeable but not so large that it overwhelms the rest of your content. The key is achieving a balance where the CTA is visually prominent without being intrusive.
Crafting Compelling Text
The text on your CTA button is just as important as its design. The best CTA button phrases are clear, concise, and action-oriented. Phrases like “Start Your Free Trial” or “Download Now” tell users exactly what to expect when they click, eliminating any guesswork.
Designing with Purpose
Every aspect of your CTA button’s design should be intentional. From the shape (sharp corners for energy and rounded for friendliness) to the font (readable and web-friendly), each part contributes to the button’s overall effectiveness. Animated CTA buttons can add an extra layer of engagement, but they shouldn’t cause too big of a distraction from your messaging.
Placement and Visibility
Your CTA button should be positioned where users naturally focus their attention, such as above the fold on a landing page, at the top as a sticky, or at the end of a blog post. Your CTA needs to be visible and easily accessible across all devices, particularly on mobile. Many users will want to know more information before clicking, so having multiple CTA buttons or a floating one will ensure they can see it when they need to.
The strategic placement of CTA buttons is as crucial as their design. It’s not just about where the button is placed, but also how it aligns with the user’s journey on your website. So, what are some effective strategies for integrating CTA buttons to maximise their impact?
Understanding the User Journey
To determine where to put a CTA button, you need to understand your user’s journey. A CTA placed early on a page might encourage immediate engagement, while one at the end of an informative blog post can capitalise on the reader’s newly acquired knowledge. Each stage of the user journey offers unique opportunities for conversion – your CTAs should tap into these moments effectively.
Balancing Visibility and Intrusiveness
A common challenge is striking the right balance between making your CTA buttons visible and not being too intrusive. Pop-ups can be effective but may also be perceived as annoying if not timed correctly. Including CTAs within content, on the other hand, can be highly effective when they appear naturally and contextually relevant.
Placement Across Different Pages
Experiment with the placement of your CTA buttons across different pages of your site. On product pages, a ‘Buy Now’ CTA is more direct and appropriate. In contrast, on educational blog posts, a ‘Learn More’ or ‘Get in Touch’ CTA might be more suitable. Tailoring the type and placement of CTAs to the content and purpose of each page can significantly influence their effectiveness.
Mobile-Friendly CTA Buttons
As most people will discover your website through mobile devices, ensuring your CTA buttons are mobile-friendly is vital. This means not only responsive design but also considering factors like button size and screen placement for easy thumb reach – remember, the touch and swipe experience can be very different to using a mouse, so a one-size-fits-all design for your CTA buttons may not work.
As we’ve explored, CTA buttons are far more than just clickable items – they are essential tools in guiding users towards conversion. The design, placement, and wording that you choose for these buttons can significantly influence user behaviour and, ultimately, push conversions and interest in your products and services higher.
They should not only be visually striking, with the best CTA button text encouraging user action. Whether it’s signing up for a newsletter, making a purchase, or getting in touch, having the most effective CTA for conversion purposes can make all the difference.
As an award-winning digital marketing agency, we can help if you’re looking to enhance your website’s conversion rates and need expert assistance in crafting effective CTA buttons. With our expertise in SEO, PPC, and web design for various industry sectors including ecommerce, adult and CBD sites, we can help you create CTAs that not only look great but also turn visitors into customers.
For more personalised advice and a tailored strategy to boost your online conversions, please get in touch with us. For further insights, please visit our blog, where you can learn all about how microinteractions can enrich the customer experience, and how to unlock the full potential of your customer data.