CTA buttons can make or break your website’s conversions. A well-designed button grabs attention, drives action, and boosts click-through rates. Here’s how to create high-performing CTAs:
- Use clear, action-oriented text: Verbs like "Start", "Get", and "Save" work best.
- Design for visibility: High-contrast colors (like red or green) and proper button size (10-20px padding) ensure users notice and click.
- Position strategically: Place CTAs above the fold, after key benefits, or aligned with user intent.
- Optimize for mobile: Use thumb-friendly buttons (at least 44×44 pixels) and sticky headers/footers.
- Test and refine: Regular A/B testing and heat maps help improve performance.
Example: HubSpot increased demo requests by 27% by tweaking their CTA text. Follow these steps to achieve similar results and boost conversions!
Call-to-Action: 3 Rules in Making High Converting CTA’s (+ Examples)
Writing Effective CTA Copy
Creating effective call-to-action (CTA) copy is key to boosting conversions. The right wording can turn a simple button into a powerful tool that drives action.
Using Action-Oriented Words
Starting your CTA with strong action verbs grabs attention and encourages immediate engagement. Here are some examples:
Action Word | Example CTA |
---|---|
Start | "Start Your Free Trial" |
Get | "Get Your Guide" |
Join | "Join Free for a Month" |
Discover | "Discover New Features" |
Save | "Save 50% Today" |
Highlighting the Value Proposition
CTAs that emphasize specific benefits tend to perform better. In fact, adding clear value can increase clicks by 27% [3]. Focus on addressing user needs with concise, benefit-driven language.
For example, Evernote’s CTA, "Remember Everything", perfectly captures its main benefit, making it clear and appealing.
Adding Personalization and Urgency
Personalized CTAs can convert up to 202% better than generic ones [2]. Tailoring your message to the audience’s needs or stage in the funnel makes a big difference.
Urgency is another powerful motivator. Phrases like "Limited Time", "Only 2 Left", or "Start Saving Today" create a sense of immediacy that encourages action.
Once your copy is polished, ensure your visual design – like button color and layout – complements and strengthens your message.
Designing CTA Buttons for Visual Appeal
Selecting Contrasting Colors
Colors play a big role in how users feel and act. Here’s a quick guide:
Color | Impact & Usage |
---|---|
Red | Urgency, energy – Great for limited-time offers |
Blue | Trust, reliability – Ideal for B2B services |
Green | Growth, success – Perfect for positive actions |
Orange | Confidence, enthusiasm – Works well for e-commerce CTAs |
After choosing the right colors, focus on getting the button’s size and spacing just right for better engagement.
Determining Button Size and Spacing
The size of your button matters – it influences how clickable and noticeable it is. Aim for 10-20px padding and consistent spacing between buttons. Also, make sure the button size feels proportional to the rest of the page.
Dropbox is a great example of this. Their primary CTAs are larger, making them stand out, while the surrounding whitespace ensures a clean, organized look. This setup creates a clear visual hierarchy, naturally leading users through the conversion process [3].
Once the basics are set, enhance the design by guiding attention with visual cues.
Using Directional Cues
Directional cues help draw the eye toward your CTA buttons. For instance, Neil Patel’s website showcases an effective approach with its "Start My Analysis" button. Smart use of surrounding elements and whitespace makes the button the focal point [3].
Here are a few techniques to try:
- Whitespace: Use it to create clear visual paths.
- Alignment: Position supporting content to lead toward the CTA.
- Subtle Animations: Add micro-interactions to grab attention without overwhelming.
- Graphics: Place visuals that naturally guide the user’s eyes.
These methods work even better when paired with strong copy, as discussed earlier.
sbb-itb-0499eb9
Optimal Placement of CTA Buttons
Placing CTAs Above the Fold
While the color and wording of your CTA buttons are important, their placement plays a huge role in whether users take action. Unbounce‘s research offers a great example: a SaaS company saw a 41% boost in conversions by moving its CTA below key benefits, aligning it better with the surrounding content [4].
Aligning CTAs with User Journey
CTA placement should align with where users are in their decision-making process. Here’s how you can match different stages with the right CTA positioning:
Journey Stage | CTA Type & Placement |
---|---|
Awareness | Low-commitment actions like "Learn More" placed near introductory content |
Consideration | Mid-commitment options like "Download Guide" within relevant sections |
Decision | High-commitment actions like "Start Free Trial" placed after the value proposition |
Designing for Mobile Devices
With 67% of SaaS conversions now happening on mobile devices [5], optimizing for smaller screens is non-negotiable. Here are a few tips to ensure your CTAs work well on mobile:
- Place primary CTAs in areas easy to reach with a thumb, like the bottom third of the screen.
- Use buttons that are at least 44×44 pixels for better touch accuracy.
- Opt for full-width buttons to maximize usability on smaller screens.
- Include sticky headers or footers to keep CTAs visible as users scroll.
Amazon’s mobile app is a great example of this approach. It places "Add to Cart" and "Buy Now" buttons at the bottom of product pages, ensuring they’re always easy to access [7].
Testing and Improving CTA Performance
Once you’ve designed your CTA, it’s time to test and refine it to get the best results.
Performing A/B Tests
Focus on testing one variable at a time, like color, text, or placement. This way, you can clearly see which change makes the biggest difference.
"The key to successful A/B testing is not just running tests, but deriving actionable insights from them. Each test should teach you something about your audience that you can apply to future marketing efforts." – Oli Gardner, Co-founder of Unbounce, CXL Institute [3]
Monitoring Key Metrics
To evaluate how well your CTAs are performing, keep an eye on these metrics:
Metric | Typical Range |
---|---|
Click-through Rate (CTR) | 1.9% – 3.5% |
Conversion Rate | 2% – 5% |
Time on Page | Depends on content |
Bounce Rate | 40% – 60% |
Use these numbers to guide your adjustments. Tools like heat maps can also help by showing where users click and how they interact with your page [6].
Applying Insights for Improvement
Focus on changes that deliver statistically significant results during testing. Combine data from metrics and heat maps to understand how users behave and what trends emerge.
Tailor your CTA variations to specific user segments identified in your journey mapping. This ensures your testing strategy stays aligned with earlier optimization efforts and meets user expectations [1].
Conclusion: Designing Effective CTA Buttons
Key Takeaways
Creating effective CTAs means blending smart design, persuasive language, and careful placement. The best-performing CTAs use clear, action-focused copy paired with eye-catching visuals that naturally lead users to take action.
How to Get Started
Start by reviewing your current CTAs against the tips shared in this guide. Make sure your buttons follow color contrast and sizing recommendations while still matching your brand’s look. Don’t forget to prioritize mobile-friendly designs, as covered in the section on placement strategies.
When to Call in the Experts
If you’re a SaaS company aiming to improve your conversion rates, teaming up with professionals can make a big difference. Artisan Strategies offers specialized help with CTA optimization, including funnel analysis and custom strategies. Their approach is grounded in the same testing and data-driven methods we’ve discussed.
Designing CTAs that perform well isn’t a one-time task – it requires regular testing, tracking, and tweaking based on how users interact with them. Keep refining to see better results.
FAQs
How do you design a CTA?
A good CTA combines eye-catching design with clear, actionable text. Use colors that stand out but still match your brand, and opt for action-driven phrases like "Start Your Free Trial" instead of something vague. For tips on mobile-specific placement, check out the ‘Designing for Mobile Devices’ section mentioned earlier.
How can you make a CTA more effective?
To make your CTA more impactful, focus on a few key elements. Ensure the button grabs attention by using contrasting colors. Also, keep accessibility in mind by following proper contrast ratios and sizing recommendations, as outlined in earlier design guidelines.
Where should you place CTA buttons?
Where you place a CTA can make or break its performance. Here are some ideal spots:
Placement | Why It Works |
---|---|
Above the fold | Grabs attention early |
End of content | Engages users post-read |
In reading flow | Fits natural eye paths |
For best results, position CTAs at both the start and end of your content, as well as in areas where users are likely to focus. These strategies align with the user journey principles discussed earlier.