What is a Call-To-Action Button?

You’ve heard the term numerous times, but do you know what a call-to-action (CTA) button is? In short, the call-to-action button is the button on your landing page or website that allows your reader to take the action you want them to take.  Here is a call-to-action button example:

Call-To-Action button example

Call-To-Action buttons can take various forms and can say many things, but their purpose is to convert a visitor into a customer or subscriber. If you have seen a button on a website that says, “Add to Cart” or “Register Now”, then you have seen a Call-To-Action button.

The purpose of a Call-To-Action buttons is to convert a visitor into a customer or subscriber. Click To Tweet


Why Are Call-To-Action Buttons Important?

You may think that a call-to-action button is a just a simple mechanism on your website, but in reality, it’s much more. The content on your web page may be very well-written and persuasive, but it’s only part of the conversion equation.


The content on the web page is positioned to prime the visitor. It provides the reader with background and a convincing reason why they need what you are proposing. But, if left here, the visitor will just think that you have a great idea or product and will move on.


The call-to-action button is the second half of the equation. Once the reader is primed for action, the call-to-action button directs the reader to the desired outcome. It provides a subtle push in the direction you want them to take, which is converting themselves from a visitor into a subscriber/customer. That’s a big job for such a small website element.



Improving Your Call-To-Action Button

Since the call-to-action button plays a large role in your conversion rates, here are some tips on how to improve your call-to-action buttons today.


Color Matters

As we mentioned in our post about color psychology, the colors you choose can have a lasting impact. For your call-to-action button, choosing a contrasting color will help your button stand out. According to Janie Kliever complimentary colors on opposite sides of the color wheel have high visual impact. Examples of these color combinations are red/green, or blue/orange.



Make it Legible

Going hand-in-hand with color choice is your font choice. If you want readers to complete Action X, they must be able to read the text associated with Action X. Therefore, choose a font that is easy to read at a glance. You may love the scrolling font design, but it’s a no-go for your call-to-action button.


The size of your text is also important. Make it larger than your standard font size so it stands out, but don’t make it too large. Megan Marrs points out that text that is too large makes readers feel anxious or uncomfortable. Since the job of the call-to-action button is to get the reader to complete an action, having font size that makes them uncomfortable greatly reduces your conversion rate.



Location, Location

The location of your call-to-action button can also impact on your conversion success. Your layout will play a large role in where your button ends up, but the rule of thumb is to keep it above the scroll line.


In general, readers have a very short attention span. Unless something really grabs their attention, they do not scroll down the page. For those that do scroll, many only get about 60% of the way down before they move on. Therefore, if you want your call-to-action button to be seen, keep it in an area that will be seen by the largest audience.


Once you have found the perfect location, keep it clutter free. You want to draw the eye to the button, so maintain a blank or white border around the button. This helps to make the button stand out on the web page.



Short, Sweet and To the Point

When deciding on your call-to-action text, remember that shorter is better. Try to keep your text between two to five words for optimal performance.



If At First You Don’t Succeed, Try, Try Again

There are many suggestions available on how to improve your call-to-action button, but the only way to know if these tips will work for you is to test. Run A/B tests on different color choices, button locations, or button text to see what performs best. Simple changes can have big impacts on your conversion rates, so test often to ensure you are operating at peak performance.



Are You Ready to Improve Your Call-To-Action Button?

Call-To-Action buttons are an important website element. Simple changes, such as changing the button’s color, can have a dramatic impact on your conversion rate. Review yours today to help improve your conversion rate.




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