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How to Craft Engaging Call to Action Buttons

  • Jatin 
Call to Action Button

Every call to action should have one thing in common – a large, bright, and engaging button that says exactly what you want the visitor to do next. A well-placed call to action button can be the difference between someone checking out your CTA or moving on to another page on your site or even another site entirely. So how do you know if your call to action buttons are good enough? Take this short quiz and find out!

Show, don’t tell

If you want visitors to take action, don’t tell them what you want. Instead, show them. A call-to-action button is one of many examples where show, don’t tell applies in marketing. By incorporating a CTA that can be clicked on directly—and represents an immediate way for your visitor to engage with your content—you increase conversions and build engagement at virtually no cost. It turns out humans respond really well when you give them something they can take action on right away; that might be why there’s such an emphasis on micro-commitments these days.

Be visually appealing

If you want people to click your call-to-action buttons, they need to be clear and engaging. If a CTA button looks like a generic internet ad, it’s probably not going to get clicked. Be sure that whatever design you use for your CTAs speaks directly to your audience. In general, opt for larger font sizes, short lines of text (2-3 words) and eye-catching colors. Be direct: It should go without saying that all call-to-action buttons should direct readers somewhere specific; however, many people forget about link clarity.

Use colors that look good together

choice of colours - call to action button

Just because you have a good call-to-action (CTA) button doesn’t mean that it will convert well. You also need to make sure that your design is clear and easy to read on all devices and browsers. As an example, one user might see your CTA text as red while another sees it as orange; which color should they take action on? They don’t know which red you wanted them to click on, so they may decide not to click either. If you want people taking action on your CTA, you need them looking at your button without second-guessing what it says. The key is ensuring that colors coordinate across all devices and browsers.

Keep it short and simple

A call-to-action button, or CTA, is a great way to generate traffic for your website. A well-designed CTA should clearly inform visitors of what you want them to do next: subscribe, register, etc. Some businesses use CTAs sparingly in their marketing and advertising campaigns; others make them a cornerstone of their sales pitch. It really depends on your business and who you’re targeting with your message—but whatever type of button you choose, it needs to be compelling.

Put it in easy-to-find places (top right corner)

The first thing people will see when they land on your homepage is your button. Don’t make them hunt for it. Put your CTA in an easy-to-find place (e.g., top right corner). That way, you know that even if people don’t see it at first, they will eventually see it and are more likely to take action. After all, who doesn’t want what’s easy? Also put a simple explanation of why you want them to click on it—for example, subscribe for our latest news about local events or upgrade now and get a free month! See how word choice matters?

Make your call to action button large enough so people can click on it

It’s no secret that people who aren’t engaged with your landing page are more likely to bounce. If you want to lower that bounce rate, you need people to click on your call-to-action (CTA) button. Give them a way to do so by making sure it’s large enough for a finger or a mouse click. Even if it means going bigger than you think is necessary, go ahead and do it – because users will thank you for it.

In addition, give your CTA button a clear, compelling title that describes what users will gain from clicking it. If your landing page is focused on gathering information from potential customers (say, by way of a contact form), you could use something like Contact Us or Request A Demo. If you want people to buy your product or service immediately (and they don’t need any more convincing), go with something like Buy Now. The best part? All of these titles are clear and appealing enough for anyone looking at them – so go ahead and stick with one of these if that works for you.

Use design elements around your call to action button to draw attention

Use color, shape, and text size: Be sure your CTA button contrasts with your background. A great example of using a darker background is one of Tumblr’s call-to-action buttons: You can also make buttons stand out by adding a hover effect or by making them larger than other elements on your page. The latter is especially useful when you want users to read extra information before clicking. Don’t get too excited about fonts: While we recommend that you use different fonts in other places on your site (the content itself and headings, for example), we don’t really recommend changing your button’s font — there are just too many compatibility issues that can interfere with legibility across browsers and devices.

Close with a question

Closed Question

When you’re writing a call-to-action (CTA) button on your website, it’s important to be as specific and direct as possible. One of my favorite CTA examples comes from Evernote, which uses Get it when promoting its free tier. That kind of clarity helps drive users toward conversion. If you’re trying to get people to watch a video, write Watch Video, or if you want them to sign up for your mailing list, don’t say something like Subscribe. Your call-to-action should always drive traffic toward conversion; create an ask that users will be eager to fulfill.

Avoid get rid of this page CTAs

Some pages’ CTAs are tricky, or they use red buttons instead of blue ones. Also, make sure to avoid getting rid of things like revisit us again soon CTAs. Give visitors a reason for clicking your button. Using one of our strategies below is a good way to encourage visitors.

If you’re only trying to engage visitors by using a CTA, it can be better to make that action part of your conversion process. Giving users access to some information will get them closer, and they might need less persuasion from your copy. Give them something valuable, then nudge them gently with a button.

When appropriate, that action could just be continuing on with a previous CTA request. For example, if you sell iPhone cases and your visitor hasn’t filled out their contact form yet but has visited your site several times or used shopping cart abandonment strategies before converting…say so in clear language right on their most-recent page before encouraging them again with your CTA button (or buttons). Be sure that relevant content is part of their purchase journey!

Effective Examples of CTAs

Download Now, Learn More, Add to Cart These are just a few examples of effective CTAs that will lead your visitors down a predefined path. There is an element of trust behind these calls-to-action that can be applied across many websites and brands. Keep them simple, clear, and avoid buttons that beg for action like Click Here! or Buy Me! You might be wondering how you create CTAs like these. Well, it’s actually pretty easy. First, when you design your call-to-action button, remember that there are two types: primary and secondary.

Primary CTAs Example

The primary CTA is a button at the bottom of your page that reads Add To Cart or Get Yours Today. This is typically clickable text, rather than an image. While some sites like Amazon get away with using an image-based CTA, it’s best to use text for maximum clarity and impact. If you’re using a visual element for your CTA, make sure there’s plenty of contrast between your button color and background color so users can see it without any problems. And don’t forget about transparency! When used correctly, transparency makes buttons look even more clickable because they stand out against both lighter and darker backgrounds. The only downside of transparency is Internet Explorer doesn’t display it in versions below IE10.

Secondary CTAs

Use Secondary CTAs – This should go without saying, but there’s strength in numbers. If your primary CTA is weak or ineffective, consider complementing it with additional—and relevant—CTAs. For example, if you’re writing a how-to guide, consider including secondary CTA buttons for next steps or resources. It may seem like an unnecessary step, but these extra CTAs can boost conversions by attracting different audiences looking for specific information. Consider using positive language : Negative words are a big no-no when it comes to crafting button copy—for example don’t or stop—so don’t include them in your main call to action!

4 golden rules to create effective CTAs…

Words that provoke emotion For CTAs

emotions - call to action button

Choose words that are action-oriented and evoke some sort of emotion. It’s also important to make them concise, clear, and easy for readers to understand. People are usually in a hurry when browsing websites so don’t make it more difficult for them by making them decipher your language or try to figure out what you want from them. It’s not rocket science; people just want something easy, simple, and fast.

Be little creative with CTAs

It’s no secret that buy now buttons and their ilk are incredibly effective. But, for some businesses, buy now just doesn’t work. If you sell expensive items or services, for example, you probably don’t want to be quite so direct with your CTA copy. Instead of a buy now button, try something like learn more here. Not only does it engage customers on a more meaningful level—it gives them another opportunity to click through!

Social proof with using CTAs

Using social proof can dramatically boost your conversion rates. Social proof, also called informational social influence, is when a potential customer sees that others are doing what you’re asking them to do. It doesn’t have to be a lot of people, but it does need to be more than one or two in order for social proof to work its magic. Whether you want your users checking out a product on Amazon or tweeting about your campaign, it’s important that they understand their decision isn’t without precedent. This post will walk you through how to use CTAs as evidence of social proof in order build trust with your audience and convert more customers.

To-the-point statements with CTAs

Some call-to-action phrases are longer than others and don’t always work well for button copy. A recent study of leading SaaS companies found that only 25% of CTAs use more than one sentence—with most opting for a sentence or two at most. Some of these single-sentence CTAs from Rachio and Recharge just about say it all: Recharge , a marketing automation platform, uses Make More Leads. Rachio , an outdoor smart sprinkler system, lets users Control Your Water. While they’re short, they get right to the point by telling readers what they can do after clicking.

Wrapping up – too many options with CTAs can be confusing

One of your biggest challenges as a content marketer is creating quality content that engages and persuades potential customers. While articles, infographics, and video are great ways to accomplish these goals, they aren’t very likely to lead directly to sales. Fortunately, you can add buy now or schedule now buttons right into your landing pages so prospects can take immediate action. Whether you offer services or products, CTAs provide a clear way for consumers to follow through on their interest in what you have to offer. One word of caution—you must be sure not to overwhelm users with too many options; research has shown that too many choices actually backfire and make users less likely buy anything!