How to create high-converting CTA-s

November 29. 2020

For your business to be successful, you need to optimize your website and implement numerous strategies to maximize conversion rates. With this in mind, you can use Call-To-Action buttons because they are one of the most efficient ways to accomplish this. However, you can’t just place them randomly on pages and hope for the best. You have to create high-converting CTA-s that are compelling to the visitors. By following best practices and modifying their style to match the site as a whole, you will be able to unlock their full potential.

Create a high-converting CTA to increase your conversions

Even though CTA buttons can be powerful elements in your marketing strategy, some people still fail to utilize them. Sometimes the reason is the lack of understanding about how beneficial they can be. But sometimes it’s just a simple lack of knowledge about how to make them. In general, to create high-converting CTA buttons you have to be familiar with at least some basic principles. Of course, there are professionals that can help you by implementing efficient CTA buttons for you. But in some cases, you can do it on your own. That’s why we’ll discuss some of the basic rules you need to follow to make them effective.

What are the CTA buttons?

Before we proceed, let’s confirm what they are.

As the name says, they are buttons that make your visitors do some particular action on your website. Among many examples, the subscribe button, add to the shopping cart button, and log in or register buttons are probably the most common types. However, they can have any purpose. It will all depend on what you want them to do.

Think about their purpose first

It’s essential to carefully think about your CTA button’s purpose before anything else. First thing first, consider the text and the context. There is no point in making a confusing button that conceals what it does. You should try to explain what benefit will come from clicking. For example, you can try:

• “Find products” instead of simple “search”
• “Save to read later” instead of “download”
• “Get your own example” instead of “Order”
• “Join our readers’ club” instead of “Subscribe”

Remember, avoid using generic terms and write as visitors speak. Being as straightforward as possible is an excellent guideline. The point is to motivate visitors to action and, at the same time, explain everything in the fewest words possible. Additionally, rushing your users to click by creating a sense of urgency is also appliable. However, its efficiency will depend on the circumstances. For example, using a “limited number” in the context might improve conversion rates up to a certain point.

Create a high-converting CTA with the AIDA model in mind

One of the efficient methods to create CTA buttons and avoid mistakes is to use the AIDA model. It stands for Attention, Interest, Desire, and Action. Basically, it explains the process of catching the visitor’s attention and leading them to take action. For example, if you offer a product or a service. By showing the solution to visitors’ problems, explaining how it works, why they need it, and how to get it, you can significantly increase conversion rates.

Pick the right characteristics for your buttons

Remember, CTA buttons are buttons. Nothing more or less. They are not links, texts, gifs, or anything else. We all know that button invokes action and we all expect it to be that way. However, you can choose what type of button your CTA will be. How it is going to look, and feel. Here are a few characteristics to pay attention to:

• Shape – nothing stops you from creating a special looking button. In some cases, an extraordinary button will have more luck in catching the user’s attention.
• Size – CTA button has to be clearly visible on your page. Large enough to stand out from content, but not too large to cause a major distraction. This is especially important for optimization across different devices.
• Text – it should be large, even bold, and easy to read.

Carefully choose the colors when you want to create a high-converting CTA

One of the most obvious characteristics of CTA buttons is the use of colors. Since the main goal is to catch attention, your button has to be distinctive from other content. But, while standing out is a good thing, you don’t want it to be completely opposite from your page’s style. Sometimes it can be harder to accomplish, but any experienced designer can help you with this. Also, always pay attention to your targeted audience. The design should always consider your visitor’s age, gender, interests, etc. For example, using too many dark colors to make a grim atmosphere will not be suitable for websites for children.

Decide where to place the CTA button

Placement location is very important but much of it will depend on the type of website, page, business, and even structure. There are several strategies you can try:

• Placing the CTA button above the fold
• Above the fold and then moving it to a specific fixed location
• Positionings below some type of information, like products or similar offers
• Popping it up after scrolling down or after a time interval
• When leaving a page

Again, you don’t have to focus only on one type. You can always combine them, just don’t overdo it. Spammy offers can tire your visitors and make them leave in some cases. Also, don’t clutter your page with buttons. The rest of the content shouldn’t be competitive with the CTA, and one button can be just enough on most pages. Unless the nature of business requires differently like with product pages. Even then, you have to be smart about using white space. In general, it’s better to add some white space to make it distinctive than to make a confusing visual mess.

Add some extra information in the context

There are situations where it’s advisable to add in some extra information alongside your CTA button. But, it must not be anything longer than a couple of words. Because the focus should remain on the button, the text has to be short and non-distracting. Use only relevant and essential information that can further explain the action or influence your visitor’s choice.

Finally, don’t forget to test your CTA buttons and their efficiency by using simple A/B testing. When you need to create a high-converting CTA, even the slightest details can make a big difference. In addition, remember that all these practices show the best results when put together. You should experiment and try something new until you find a perfect combination to increase your conversion.