Call-to-action (CTA) buttons are the buttons you use in your website and on your landing pages to guide users towards your goal conversion. It’s the part of the landing page that the user needs to click in order to take the action you want them to take.
CTA, in essence, that exactly what it says it is: a tool calling people to action. Usually it is in the form of a button or a link, CTAs are used to convert visitors into leads, prompting them to take a specific action. But as with all marketing communications, there are effective and ineffective ways to position, design and word the CTA. These best practices make up an effective call-to-action strategy.
Importance of CTA’s:
- According to ABN research more than 90% of visitors who read your headline also read your CTA copy.
- ABN research results an outcome that Emails with a single call-to-actionincreased clicks 371% and sales 1617%.
- ABN analysis reveals that adding CTAs to your Facebook pagecan increase click-through rate by 285%.
- According to ABN analysis CTA within a videogets 380% more clicks than their normal sidebar CTAs.
- ABN analysis results out in estimates conversion rates for certain CTA locations as mentioned below:
- Sidebar: 0.5 – 1.5%
- Generic, end-of-post: 0.5 – 1.5%
- Pop-ups: 1 – 8%
- Sliders and bars: 1 – 5%
- Welcome gates: 10 – 25%
- Featurebox: 3 – 9%
- Navbar: varies
CTA buttons can vary in style and size depending on your goal conversion and website style. Some common examples of call-to-action buttons are:
Netflix: Netflix uses logical text to guide you to their free trial. They let you know how comfortable their product is with the ability to watch anywhere as well as the ability to cancel if you’re not satisfied.
Drop Box: Dropbox has opted for a blue button, which is well suited with its brand colors but also stands out really well against the simplistic white background.
The button is placed below some clear bullet points describing what the site does, with a simple illustration to people so that they are absolutely clear what they are clicking for.
Spotify: Spotify has taken an intriguing approach to their CTA design. They feature two challenging CTAs – one leading to Spotify Free and the other to the paid version.
Spotify wants to make it clear to the people that they can pay for their service (their overall goal), but they know that they ultimately get more paying customers after they’ve tried their free trial version. That’s why that CTA is more prominently displayed on the page.
Flex Studios: Call to action buttons come in lots of shapes and sizes – but all of the best ones offer a spontaneous trigger while standing in stark contrast to the rest of the page they are featured on.
The interesting fact about this site is that each set of copies provides different spontaneous triggers that could feasibly interest someone enough to book a class. The initial copy focuses on highlighting Flex’s location in New York City’s Union Square, as their target customer is in that area.
For the second image and batch of copy they focus on the three different workouts they offer in an effort to get users to see what different classes they could book by clicking on the call to action. Finally, they highlight their discount prices for the first class.
GoTo Meeting: GoTo Meeting has preferred for a slightly stronger shade than on its logo, so the button stands out with still looks as it fits with the rest of the branding.
Great use of color again here. A bright orange is always going to stand out but without the negative significance of red.The positioning is also spot on, with the button right in the middle of the page so your eyes are naturally drawn to it.
Siracha2Go: Siracha2Go has preferred to include this call to action button, placed below a number of customer reviews.
Social proof can be really an effective way to attract or draw people’s attention to mold their buying decisions, so it is a clever move to have a clear call to action button just below this section.
theSkimm: theSkimm has worked upon to notify exactly what they offer in their pop-up CTA. They also feature strong social proof, encouraging people to join by showing how many people already have and notifying a sense of belonging.
Influenster: Influenster’s CTA is the most exclusive out of the bunch. When your first visit to the site you only see the small Join Now CTA in the top corner making it kind of hard to see, but after about 30 seconds on the site, a slide-in CTA appears really drawing your attention to what they want you to do “Join Now.”