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How to build an effective call to action? - a few tips

Learn how a call to action can make a big difference to your site. Check out tips on how to improve this key element of any site.


This is where the concept of a CTA button came from. These are those that direct (call to action) the audience to certain pages where the user can perform some action - subscribe to the subscriber base, make a purchase, fill out a contact form, register, and so on.

This is very an important aspect of the site, and it is worth approaching this topic thoroughly in order to get the most out of the site in terms of conversion optimization.

So let's look at how we can improve such a call to action so that users click on such sections more often.

How to build an effective call to action? - a handful of 6 tips

1. The right color

Color is undoubtedly one of the most important aspects of this element. It is the color that is responsible for whether the user will notice the button or not.

In this case, we are talking about the fact that the button can be painted in the same color as the main color of the page. Usually a page has (or at least should have) a base color that highlights and underlines elements. Therefore, such a button can be highlighted in this color.

However, there is one detail. Namely, it doesn't always work. It may be that, say, red is the main color of the page, but there is so much of this color in the design that the buttons just blend into each other. In such situations, it is worth considering adding a new color that would stand out strongly against the red background. Thus, focusing on yourself much more clearly.

This approach has another plus, because by applying this color only to CTA buttons, the user can form the habit that this particular color refers to an action or interaction .

2. Call to action with words

An effective call to action attracts attention with a glance in the first moment, and in the second we begin to read the contents of the button. It is also of great importance. This is the text that tells us what we can do when we click on it. Thus, it has a big impact on whether we want to click on it or ignore it.

Before the age of caring about optimizing pages for conversion, texts usually consisted of one word - Download, Pay, Subscribe, Login and so on. There seems to be nothing wrong with this, but if we are talking about call-to-action optimization, then every detail is important here.

In the end, see for yourself - isn’t such content better motivating clicks?

  • Download the e-book for free!
  • Join 100,000 subscribers!
  • Create a free account
  • Get a discount
  • Proceed to payment, etc.

The above examples are descriptive. They describe the action in a broader sense and thus cause more action in us. Thus, you can add various slogans that stimulate us even more, such as the phrase free.

3.Highlight sections

We've already talked about color, so it's worth mentioning contrast.

Make sure the color of the button contrasts with the rest of the elements. Not only the color is important here, but also the immediate surroundings of the button.

The term "white space" is worth considering here. If the contents are concentrated close to each other, such areas do not have enough breath, and everything shrinks. So the button doesn't contrast properly as everything blends together.

Also, while taking care of the contrast, pay attention not only to the colors, but also to the nearby elements of the button.

4 . Placement Matters

In order to respond to a call to action, you must first notice it. It all comes down to the element's appearance and position.

The best way to do this is to use a heat map that shows where users most often look or point their mouse cursor. Otherwise, you should rely on intuition. Here are some tried and tested places to place a call to action.

  • After opening the homepage, there is a so-called hero section.
  • After every blog post or even in the middle of the content.
  • After each page, especially the offer page - it's worth repeating the button here, and not just placing it at the end as the climax of the page.
  • You can add a highlighted item to the menu - it will visible almost all the time, especially if you use the menu pinned to the top of the screen.
  • In the sidebar on the page, if used.

5. Take care of the environment

The button itself seems to be the call to action. Yes and no.

From the point of view of clickability, the whole environment around the button is also important. So what if the button has great contrast, action text, and excellent placement if its tone is low? It is worth changing this by taking care of the space around the button.

a) Caring for the content

What is written around the call to action itself is very important. It is here that words that encourage action should appear - a unique selling proposition or advertising slogans. Also great are the benefits that the user gets and that match their action. The rule here is: first introduce the user to something before clicking on it.

b) Video

Video also affects the click-through rate of a call to action, since, as a rule, in You can imagine a lot in a 1-minute video. It could be a great product presentation showing some of the features, benefits, or a product demo. It can be a great presentation of the whole product or service. Therefore, it is inevitable that after such a video we get the enthusiasm to go further - for example, to make a purchase. In such an environment, the button cannot be missing.

c) Selfie

Your own photo affects the confidence on the page.Showing your own face adds mobilization and authenticity to everything that happens. This works very well in situations where, for example, the page is dedicated to one character - some kind of trainer, mentor, photographer, nutritionist, and so on. It also works well in sections of the site where there is a link to a contact. Showing that a person is being contacted again affects trust and the desire to contact him.

As you can see, not only the button itself calls for action, but also what surrounds it. It is worth remembering this.

6. A/B tests

In order to optimize the situation in terms of clickability of the button, you should remember that the best results can be achieved by testing different solutions. Theoretically, you can argue that, for example, green would be the best color, but will it actually be implemented? We don't know.

In such situations, A/B tests are needed to check if our assumptions are correct. Without this, only speculation remains, although it is obviously not doomed to failure.

How to optimize a call to action? - summary of tips

There are two aspects to pay attention to: the appearance of the button and what is in close proximity to it.

By taking care of these things, we can be sure that the main goals for getting the most out of the buttons have been achieved.

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