How Call To Action Buttons Can Convert Leads

Call to action buttons on websites are often overlooked. Part of the reason is because designers don’t always understand what makes a good call to action. They are more focused on having good looking buttons that fit within the overall design – and rightfully so. That is their job after all. But it’s important to remember that call to action buttons have a specific purpose, and that’s to get users to do something like sign up for a newsletter or download an ebook.

To make matters more confusing, there are many different types of call to action buttons based on what the user is supposed to do. Between add to cart buttons, download buttons, trial buttons and learn more buttons, there are subtle differences that should be made to nudge users along on what they should be doing next. Luckily, because CTAs all have the same purpose – to get a user to complete an action – they should have the same characteristics.

Here are seven CTA tweaks that can be made to help get the results you’re looking for.

1. Change Up the Color

Naturally, your CTAs are going to look their best when they fit with the rest of the design. But if they’re blending in too much, it may be that users are skipping right over them. Experiment with different colors and see if any other hues increase click-through-rates. Although it may not look as good to have a tacky blue or orange box on your crisp, clean website, it may get people’s attention.

Aside from the color of your call to action button, also consider using contrasting colors that will make your button stand out. Effective CTAs have a contrasting color that draws the user’s eyes to it. Some of the most popular contrasting colors include red and orange. Even neon colors work well!

2. Try an Image over Plain Text

Some CTAs are better as plain text and others are better as images. Plain text is neat and clean and generally fits well within the overall design, but it can also get lost in the rest of the copy. If you currently have your CTA as plain text only, try giving it an image to make it pop and look separate from everything else on the page. You may find that it will draw more interest from users and increase CTRs.

3. Go Above the Fold

Many webmasters place the call to action at the end of the content, which makes sense if the user is reading through the blog. After being informed, they could then decide if they want to take the next step, right? Yet research shows that most readers only get 60% through an article, which means that many are not reaching the end where the CTA is.

It’s possible that your call to action buttons will perform best at the end of your content, but it’s also possible that different placement will help. Experiment with various placements, such as above the fold where important information goes. You just may find that your CTRs improve when users don’t have to scroll down to see the CTA.

4. Swap Static for Motion

People are used to seeing ads on the websites they visit, so they generally aren’t impressed when they see another one in the corner of the screen. To shake things up a bit, you can try a motion-based CTA that slides in once a user has reached a certain point on your page or blog post, or once they have spent a certain amount of time on your site. Motion-based call to actions certainly scream for more attention than static-based ones, and they might just be the thing that your site needs to convert more users.

5. Liven Up the Copy

It’s amazing that a few words can make all the difference, but they can. Split test different words to see which ones will entice your audience to take action. For instance, rather than using the same old “download this ebook” CTA, you can try something more zippy like “snag this ebook”.

It may seem silly to think that something so simple could actually make a difference in your conversion rates, but it’s true. Brands see it happen all the time. They switch up their lingo and see major differences in their test groups. It’s hard to say why this happens, but sometimes certain words resonate better with people.

Either way, give it a go. Great words to start experimenting with include “grab”, “claim”, “snatch” and “receive.”

6. Remember Size Matters

The size of your call to action buttons is very important. If your CTAs are too small, they’ll go unnoticed by users. Too big – and they’ll be a sight to sore eyes. Fortunately – for you and Goldilocks – there is a perfect size. That perfect size should be large enough to be seen but small enough that it doesn’t overwhelm the design.

Again, you’ll have to test different sizes out to see which ones work best for your audience and your industry. When you pair the right size button with contrasting colors, you’ll have a nice looking CTA that makes users want to click.

7. Create a Sense of Urgency

You don’t want someone to download your ebook later. You want them to download it NOW. Getting people to follow through with a specific action the first time they’re on your site is the tough part. Creating a sense of urgency can help. How do you do this? By using time-sensitive words like “now”, “today” or “limited time”. It makes people feel like if they want a slice of the action, they have to make a decision at that moment – not next week or next season.

Plus, there’s something about seeing the word “now” that gets people excited. It’s immediate gratification that they’ll fulfill just by clicking on your button.

Don’t underestimate the power of a CTA. They may look simple. They may seem simple. Even your web designer may think they’re innocent. Yet a well-designed CTA has the potential to turn everyday visitors into long-term advocates of your brands. All with the click of a button.