Call to action (CTA) buttons help guide your users towards a conversion, whether it’s an eBook download, a purchase, or a link clickthrough. CTA buttons are something that every company in the world should be using, from billion-dollar retail giants to a local bike shop.
Your call to action button is the knockout punch to your value proposition. It’s what helps you make the sale, get the lead, or capture the click. In a time where marketing is focused on the almighty conversion, a CTA button can be that final push that brings your customer or lead from where they are to where you want them to be.
Today’s web pages are more colorful, more diverse, and more distracting than ever, and the number of them out there is staggering. Given this, it’s truly essential that you make sure your CTA buttons are designed in such a way that entices your customers to click, and fast.
Although there are many CTA button best practices, a few of the most basic, critical things to keep in mind are:
1. Make CTA text large and legible.
You want your button to be easy to find, easy to read, and easy to understand. Large texts and clean fonts help ensure that your users understand where the button leads and how it can help them with what they want or need.
2. Keep it brief.
Your audience has a short attention span, and they won’t stop to read a button that’s a whole sentence long. A good CTA button gets right to the point and creates a sense of urgency to click. As your user moves through your page, you want to keep them moving to the CTA button and through to your landing page as quickly and seamlessly as possible.
3. Include your value proposition on the CTA button.
Whether you’re offering a free eBook or a product discount, it’s best to remind your customers about what benefit they’re receiving by clicking the button. “Click Here for 40% Off!” is much more enticing than “Check Out Our Sale.”
4. Use colors that stand out.
You want your CTA button to draw readers’ attention; accordingly, it should be designed with colors that help it stand out from the rest of the page’s content. Some designers prefer to use colors that are complementary to their website pages in order to provide the greatest possible contrast between the page background and the button color.
5. Ensure readers know what they’re getting.
People like to understand what will happen before they press a button. When they hit your CTA button, will they add an item to their cart, or will they be directed to a page where they can download your latest content document? Make sure it’s abundantly clear what action the next step will be after clicking the button.
6. Test, then test again.
It’s worth noting that a principal aspect of developing the best possible CTA button is A/B testing. Simply put, there’s no way to know what works best unless you experiment with more than one button at once. When split testing your CTA button, be sure to only test one design element at a time so you can attribute your results to the correct tweak. These changes could include:
- Button color
- Button or font size
- Position on web page
- Choice of text/copy
- Choice of image (or, add or delete an image altogether)
A great CTA button can make all the difference for your page’s conversion rate, as well as the overall success of your marketing efforts. Remember – the call to action button is the tipping point of your marketing strategy, from the first blog post to capturing a lead or customer. The CTA button is what turns your prospects into customers, and then subsequently into repeat customers and brand advocates.
Whether you’re looking to perfect your CTA buttons or do a complete branding overhaul, make sure to keep your customers in mind. What will make them, click, read, learn, and buy? Your CTAs and marketing efforts should all speak to this.