Call to Action (CTA) buttons are interactive elements that feature within pages of a website, and they play a key role in encouraging users to convert. They can vary in shape, size and colour in order to suit your conversion objective, but how you present them to users can be the difference between improving conversion rate and losing valuable leads.
Here are six considerations that we use when creating the best CTAs for our clients, in order to generate more conversions.
The text you use for your CTAs should make the user want to take a specific action. Pairing powerful command verbs such as ‘enquire’, ‘buy’ or ‘download’, that relate to your key conversion objective, with nouns such as ‘now’ or ‘today’, create strong action-driven CTAs that make the user want to convert now.
Colour is a key factor in creating the best CTA for your website, both in terms of the colour of the button itself and the text. Your CTA should stand out on the page, therefore it is important that you select a contrasting button colour that also fits with the design of your website.
Consider how the colour of your buttons will appear to the user. For example, if you choose bright neon colours that clash with your colour scheme, you risk affecting the overall readability of your site which could in turn have the opposite effect on conversion rate.
Button text shouldn’t be lengthy. As we mentioned in the first point, your CTA should be action-driven therefore it should also be concise, emotive and to the point. In order to create action-driven CTAs, your buttons should contain somewhere between 2 to 5 words and should be easy to understand.
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Make sure you’re positioning your CTAs where users are clicking. Think about how users move through your website. What pages will they be landing on? What pages will they visit? How can you encourage more visitors to convert? Remember that most people scan content on a website in an ‘F’ shape pattern (from left to right to left, moving down the page, scanning left to right to left, and so on) so make sure you position your CTAs to reflect this.
If you’re not sure, you can set up heat maps or user recordings on the pages that you want to include them and see where users are clicking and where they’re scrolling to. This way you can identify the best places to position your buttons.
Make sure your CTAs are consistent in both design and content. For example, if your key conversion objective is to get more people to submit an enquiry form about your service, then your CTAs should all use the same text e.g. ‘Enquire Now’. By using different phrases for the same conversion objective, you risk confusing users with mixed messaging and it might not be clear what the action is that you want them to take. Additionally, you should ensure that the button colour, font and text colour is the same across all CTAs.
Remember to test your CTA buttons in order to determine what works and what doesn’t work. Try different text or colour combinations to find one that works for your website and target audience.Look at testing where your buttons are positioned. If users aren’t clicking your button because they’re not visiting that part of the site, look at other areas to position them where they might perform better.