The call to action button is one of the most important elements on your website or in your email marketing messages. Chances are that you have heard about it dozens of times from various marketing blogs and publications. The reason it is repeated so often by marketing experts and companies is that it is true.
Of course, many different factors go into creating a website, landing page, or email message that converts well. CTA buttons are just one element among many. While a well-designed CTA button is essential, if it is the only good thing on your page, then chances are it is not going to work well for getting you the results you want.
When it comes to the individual elements that make your landing page or email message, CTA buttons are some of, if not the most important. A page or an email that contains a strong CTA button is more likely to generate conversions compared to a page or email message with a weak one.
What is a Call to Action Button?
A call to action button is a piece of text that might be combined with an image to let your audience know what you want them to do next. For example, a call to action button may be inserted at the end of an email message to let readers know to click on it to browse or buy the product you’re advertising.
The call to action button acts as a bridge between the content the reader is already interested in and a higher value offer. It is a button, image, or link placed strategically on your website, email message or landing page to encourage visitors and viewers to become customers or leads.
Regarding your call to action buttons, there are hundreds of different options, with something suitable for just about every setting and occasion.
Call to Action Example of High-Converting CTA
Some of the principal characteristics of CTA buttons that get high conversion rates are:
1 – They Are CTA Buttons
Calls to action can be put across in various ways, but the truth is that buttons always work best for a high conversion rate. Avoid using hyperlinks, texts, GIFs, memes, or anything else when adding a call to action to your email message, landing page or website. A button that stands out is always the best option for the conversions that you want.
A call to action is not the best place to start being creative regarding your site’s design. Although it is a good idea to be creative and different when it comes to the rest of your site so that it stands out from the crowd and makes a good impression, it is essential to stick with the tested CTA buttons formats.
There are a few basic characteristics of call to action buttons, including that they have a defined border or shape, a different colour from their surroundings, and they are paired with text. They are often rectangles, although you can use other shapes if they fit better. You may want to add effects, such as bevelled edges or rounded corners, to help the button stand out even more.
2 – They Use Compelling Copy
Many site owners and email marketers put in much time and effort testing the colours, fonts, and other aspects of their call to action buttons. However, the copy used with a call to action button is by far one of, if not the most important aspect of it to consider.
With a call to action button, you will have limited space to convince a user that taking the action is a good idea. To get the results and conversions you want, you should use that space to tell your visitors exactly what to expect when they act.
Copy that is located above or directly next to the button can be used to provide more information on what the customer will get from clicking on it, while the button itself can include something much more direct, like ‘Get Your Offer’ or ‘Find Out More’, following on from the surrounding copy.
Verbs that imply action while offering a clear benefit to the reader are often some of the most effective when it comes to CTAs.
3 – They Are Placed Logically
Fitt’s law, which suggests that the further away a target is and the smaller it is in size, the more difficult it will be for the user to land on the target, is an essential component of user experience design for websites, landing pages, and even marketing email messages.
However, it is also essential to consider when placing a call-to-action button on your page or email. It should be easy for users to find and click on your CTAs, so they should always be logically placed and in the direct path of your users.
Keep the readers in mind when it comes to where you place your CTA buttons. Layout the copy and buttons in such a way that a natural reading flow, encouraging the reader towards your CTA, is encouraged. For most visitors, the standard reading flow will continue down the page. While this might work well for visitors looking to learn more, it might not be the best option for those ready to make a purchase. Because of this, many sales-focused pages will feature a purchase-related call-to-action that is in the direct line of vision of the user.
4 – They Use Contrasting Colours
The colour might not be the most important aspect of your CTA button, but it is definitely worth giving some thought and consideration to. Some site owners and email marketers spend much time running split tests for different CTA button colours or even shades to see which will increase their conversion rates, but this can simply be a waste of time.
However, when choosing the colour for your CTA button, one crucial thing to ensure is that it contrasts with the other elements on your page or within the email. If you want users to be drawn to and click on your call-to-action buttons, they need to be striking enough to attract their attention. And making sure that they are contrasting colours is the most effective and easiest way to make this happen.
A CTA button that is a completely different colour from everything else in an email or on a landing page is going to grab attention right away. You don’t even have to use a bright colour; simply select a shade that stands out based on its contrast to everything else on the page.
Growing Your Business With Call for Action Buttons
Visitors who have spent some time browsing online content will usually know where a page will go after reading the headline. They will usually know to expect some details about the business before they come across a CTA that encourages them to take steps towards becoming a customer.
Using this type of predictability with your web pages, landing pages, and email marketing messages can only be good, especially if your landing page or email copy is lengthy. It can sometimes be necessary to include lots of information before you ask your visitor to take action, especially if you are advertising a product or service that is expensive, complicated, or functions uniquely. If this is the case, it’s impossible to expect users to be ready to buy or even fill out a lead form after just a small amount of information.
Before adding your CTA button, you need to clearly illustrate your value and ensure that your potential customers are fully aware of what you are offering. In this instance, it might take your landing page or email message longer than most to finally arrive at the CTA button. But, if you stay with a standard, logical layout, you will increase the chance of visitors sticking with it to finally get there.
A CTA Is A Chance to Get Customer Attention
Your CTA buttons are integral elements for driving sales, generating leads, and increasing revenue. They can significantly impact your results, which is why they shouldn’t have to compete for attention with any other elements on your page, especially those less important than your CTA. The CTA button should be the most obvious element on the page that grabs attention immediately to generate conversions successfully. If it doesn’t stand out, users might not notice it or be compelled to take a different action that is not as impactful.
Whether you are designing a website, landing page, or marketing email, the call to action button is one of the most important elements on the page to focus on.
CTA: Frequently Asked Questions
What is a CTA and how does it relate to digital marketing?
A CTA (CTA stands for Call to Action), is a prompt in marketing materials that encourages the target audience to take a specific action, such as signing up for a newsletter or making a purchase. In digital marketing, CTAs often appear as clickable buttons or links, and they play a crucial role in guiding potential customers through the sales funnel and increasing customer engagement.
What are some best practices for creating effective CTAs in email campaigns?
A few best practices for creating effective CTAs in email campaigns include using clear and actionable text, placing the CTA prominently within the email, using high visibility colors and designs, and tailoring the CTA copy to the target audience. It’s also essential to test different CTAs to determine which ones resonate best with your audience and drive the desired action.
How can I avoid decision fatigue when using multiple CTAs in my marketing materials?
To prevent decision fatigue, limit the number of CTAs on a single web page, landing page, or email to one or two main actions. Ensure that your primary CTA is the most prominent, while any secondary CTAs should be less visually striking. This approach helps guide your audience toward the most important action while still providing options for further engagement. You can also go for secondary CTA to make multiple calls to actions.
How can I use CTA buttons effectively on landing pages and Facebook ads?
For landing pages and Facebook ads, make sure your CTA buttons are highly visible, use a contrasting color that draws attention, and feature clear, compelling call-to-action text. Align your CTAs with your marketing strategy, sales funnel, and business goals, and always test various CTAs to identify which ones drive the best results for your campaign.
What are some examples of action words to use in a good CTA?
Effective action words for a good CTA include “Sign Up,” “Buy Now,” “Download,” “Learn More,” and “Join.” Choose action words that clearly communicate the desired action and encourage potential customers to take action immediately.
What are best CTA examples?
Clear call to action examples encourage for… further action. If you want to increase sales, use calls to action that allow for sales impulses. Your clear CTA to read a blog post should allow your readers to continue interacting within your marketing campaign, and command attention. Run tests if you are not sure which CTA will drive attention – show it to a sales person, your online store reps, or free webinar attendees to decide.
How can I create a high visibility CTA for my online store’s landing page?
To create a high visibility CTA for your online store’s landing page, use a bright color that stands in stark contrast to the background, making the clickable button easy to notice. Make sure the CTA text is clear and concise, using a short phrase that communicates the desired action effectively and continue interacting through the buying journey. Additionally, place the CTA in a prominent location on the page where it can easily command the user’s attention.
