How To Improve Your Calls To Action (CTA) Our Insights Dave Thorpe September 15, 2017 This is something I have touched on in a previous article and thought it would be nice to expand on some of it for you. The previous article was part of our best practice guide to increase sales for eCommerce stores. I think some more explanation – and also some tips on how to make Calls To Action (CTA) perform better on your website – are in order. So to Recap: a Call To Action is created to make users and customers take the next step in their user journey. It’s directing people where you want them to go. A nice way to think about this is a police officer directing traffic where he wants it to go, in an attempt to help the drivers, or – for your site – users, find the path of least resistance. Whether you want them to buy a product, sign up to a newsletter or simply call with an enquiry the most effective way to do this is with an effective CTA. The most popular CTA in digital space is normally a button to take you further into a website, to a subscriber form etc. Here are some techniques to make sure that your CTAs are effective and helping you convert users into whatever your website goals are. Draw Attention with Size Size is key in making sure that the button you have is noticed. However, you may have many different potential goals and therefore several different CTAs. Some will be more important to you than others and this should be reflected in the size of these buttons. Image Found Here. All of these will speak to a user differently. That does not mean the smaller ones will be missed if the page is designed well. As a business it just means you value and therefore prioritise them less but still want the user to be able to take that path. An example we can all imagine is an online store primarily wants to make sales. This will therefore be the largest and most prominent CTA. It may be repeated a few times within a page and is what the business is really trying to push. However, they also want people to subscribe to a monthly newsletter to promote new deals within the shop. This is important and requires its own CTA but it will most likely be smaller and repeated less often . This is a secondary goal of the website. CTA Button positioning Positioning of the buttons is as important as size. Prominent locations on your website increase conversions as they will be noticed more. A perfect example of this in most online stores would be the “basket” or “go to checkout”. This is normally repeated in several easy to find places, as well as being positioned in the navigation bar so they are always visible. This leads nicely on to our next tip. Prominent locations Placement at the top of the web page – Normally within your navigation bar so that it is always visible, no matter what page a user is on. This should be a CTA that’s the main focus of your website and the action that will keep driving the business forward. Subscriptions to your blog, sales on your website, etc. Centre page focus – Placing buttons in the centre of your page can be a really effective way of bringing attention to your CTA. To increase their effectiveness, make sure they are the focal point of the area that they’re in. Have minimal other content in the immediate surrounding area. This will allow their prominence and importance to both the business and users shine. Below is a nice example of a centre page CTA. Image From the Kopywriting Kourse. Whitespace Whitespace is an area of “nothing” surrounding important CTAs to draw focus to them. I have mentioned this previously but it is key, make sure your CTA has the appropriate white space to emphasise its importance. However sometimes this should not be the case. There are many example of less important CTAs being surrounded by other web elements because their positioning is logical. A perfect example is simply “read more” or “others like this.” Both of these CTAs are usually secondary goals of a website or another opportunity to push other critical CTAs that have been pushed and focused on previously. This article showcases some great design tips. Colour Deciding on what colours to use is very important when thinking about you CTA button. Use colours that contrast with the surrounding features within your website. It is critical that the button is noticed and the path is therefore followed by the user. The background and any major features need to be taken into account, like they have been with our main CTA. You can also see the colour of the text we chose is white like our background. This is both aesthetically pleasing and easy to read. Colour choice is always going to be important in many elements of branding and this is the same of CTAs. If you would like to know more on anything touched on here or have any questions then please get in contact. We hope you have found this article useful.