How To Design Call To Action
Call To Action (CTA) is one of the most important factors that contribute to Conversion Rate Optimization (CRO). Naturally, designers and store owners are hyped about how to create the best CTA. But, what experts have realized after analyzing all kinds of CTA and their effectiveness is that there is not common, foolproof formula to design the best CTA. It all depends on your business and the kind of product or service you provide along with your target customer base.
So, before we discuss how to design a CTA, let’s see how CTAs play an important role.
Why Do You Need A CTA?
- It gives the webpage, the website, the business a purpose.
- It directs visitors on what to do next.
- It motivates the sales funnel.
- When placed properly, it removes confusion and reduces hassles for visitors.
What To Keep In Mind When You Design CTA?
The CTA should be visible above anything else in the page. It should have the most convenient position. Traditionally, it is placed at the center.
For a desktop, users are accustomed to a center-aligned CTA button. However, if you look at your heatmap that marks the movement of a visitor’s mouse, you will notice that a visitor’s mouse hovers mostly in the right section of the screen (or left, for left-handed people). So, now, some designers choose to place the CTA on the right side of the screen.
Coming tomobile screen optimization, the CTAs are ideally placed at the center of the screen. Considering that size of the screen, it is usually pointless to align it otherwise. In this case, a comparatively big-sized CTA is used which spreads throughout the breadth of the screen even when it is aligned at the center.
Another important factor in positioning your CTA is to make sure that you place it before the fold. This implies that the CTA should be visible to the visitor without needing to scroll.
The CTA should be the loudest factor in the webpage. Naturally, the color of the CTA button should stand out from the rest of the content in the page. Say, the color scheme of your website is centered around blue. You can color the CTA in yellow or red. Another wise idea is to design such that the CTA button changes color when the mouse hovers over it. It attracts more attention.
Typically, every CTA has two components – a box or a button and a text. Now, the contrast color factor applies to the box section of the CTA. The text color should be such that it is clearly readable within the box clearly.
#3 Size & Shape
The size of the CTA text should definitely strongly visible. But the exact size cannot be defined generally. For a page with only one CTA, it is ideally written in the biggest font.
The typical shape of a CTA is rectangular. Recently, the edges of the rectangle are softened or round. This appeals to the psychology of an user to focus on what’s inside the shape, as opposed to pointy edges which direct the user’s attention outward.
Round CTAs are not used in the norm. A round CTA button is used to invoke a sense of surprise. It can be used for offering the user some offline or downloadable content.
The most important aspect of CTA is the voice of the text. It should be crisp and clear. It must include a verb that suggests a clear course of action. For most common CTAs like ‘Buy Now’, ‘Download’, ‘Subscribe’ etc. simplicity is the key. It wouldn’t yield much with creative tags. Creativity is worthy as long as the message is consistent. This means that all the CTAs that redirect to a single page should have a consistent text. You do not need to create ‘attractive’ texts for CTAs that perform the same function.
Coming to CTAs which are not the most common one, a little bit of creativity can go a long way. The CTA text can aim at a certain emotion or enthusiasm (e.g. an image). You may try incentivizing the text with tags like ‘Order Now To Get 10% Discount’. These kinds of CTAs create a sense of urgency as well. This factor may work in your favor.
Another point of consideration is including an icon with CTA. There is a psychological factor influencing visitors positively when there is an icon along with the text. A survey says that, when an icon accompanies a CTA text, they expect to get ‘more’ by clicking on it.
On basic terms, if you focus on only one CTA, you can include the button 2-3 times in the page. The first position, as mentioned before should be in the first fold. Similarly, the last CTA has to be included in the last fold. In between, ideally, you need not keep more than one CTA. While there is no technical limit to how many CTAs you can include, but if you think from a user’s point of view, too many CTAs will distract them from the actual content. This kind of design can appear to be too much ‘profit-focussed’. Best, limit the CTAs to 2-3 in all.
#6 Multiple CTAs
If your page has multiple CTAs, the style of design alters a bit. While the chief CTA will still have the aforementioned features, the other CTAs will me softer versions of the same based on their importance. The color will be less loud, the text size and content would be smaller. The other features, however, remain the same.
#7 A/B Testing
Like we mentioned before, there is no black and white formula of churning the best CTA. What works best for one site may not be good enough for another. While the above-mentioned factors are some general rules of thumb, no one can guarantee what design will influence your customers the Best. So, it is always wise to do some A/B Testing using your best ideas. Note their performances and choose the one that your visitors prefer!
What tactics do you use to design an effective CTA? Share your experience with theExinent LLC Team in the comment section.