Site pages each have elements designed to perform specific functions. The most effective page systems are those where elements seamlessly interact with one another while successfully directing a user to a call-to-action button. Intuitive navigation forms a large part of the foundation in creating a web page where the CTA button is appropriately highlighted.
Keep in mind, there are many components to a great website. However, one element that you can almost guarantee to find on all the best sites out there is a CTA button. ‘Call-to-actions’ do exactly that. They are designed to provoke an action from a user and are used to identify conversions, sometimes in the form of purchases, contact requests, or subscriptions. CTA buttons should be easily noticed and featured in a way where users feel compelled to click. In the past and present, it’s common to see CTA buttons with bold text with literal call-to-actions of ‘Buy now’, ‘Learn more’, or ‘Subscribe’.
If lead generation and conversion are a high priority – as they should be for any website – creating the ultimate call-to-action button is a necessity. A compelling, attention-seeking design is sometimes hard to come by. When done correctly though, it leads a user down the sales funnel, qualifying more of their interest at each step. By building a site without CTA buttons strategically placed throughout, users are more likely to scan, read some, and leave. That’s the last thing anyone wants.
There are many ways to design a call-to-action button. There are some designers who praise big, bold, and bright as a means of getting attention. An effective CTA button does not necessarily need to adhere to these rules however.
As it pertains to size, from a user perspective, the bigger an element is then the more important one will believe it to be. As CTA buttons are so important, size is an easy way to make one stand out. There are limits though. For example, designers should ensure their CTA button is big enough to be noticed but not so big that it throws off the visual hierarchy of the page. If you’re unsure of how big your CTA button should be, investigate what industry leaders are using for an appropriate size.
Next, there are color and shape considerations to weigh. As evidenced across numerous academic studies, mood and behaviour can be manipulated by visuals. Colors provoke emotions. For example, red is often associated with youth and power; green is associated with peace, growth, and health; blue is associated with trust, security, and stability; etc.
To the same point, there are different psychological meanings embedded into shapes. Note how squares and rectangles often equate to discipline, strength, and security. Triangles are usually associated with risk, balance, stability, or excitement, Circles and ovals are associated with female, eternity, magic, and mystery. More abstract shapes oftentimes represent uniqueness.
Though you may think CTA buttons are most effective as horizontal rectangles, you may find other shapes to be more effective. That said, most successful CTA buttons stick with a horizontal rectangle look with rounded corners. In addition, no matter what color you choose, contrasting it with a site’s background is key to having a CTA button pop.
The secrets to creating the ultimate CTA button, in part, lie in the UI components of a site. Please note that for every pointer provided here, there are unique examples contradicting these. CTAs are a highly effective sales tool and have major influence on conversions. Be sure to give some thought on how to best employ them for your site, to successfully impact site sales performance and conversions.