Why It’s Cool to Stand Out – The Call To Action
When it comes to conversion optimization, nothing is cooler than a Call To Action (CTA) button that really stands out from the rest of the page. Well, maybe a CTA form on the page, but let’s hold off on that for a minute. Just like Will Smith’s blazer at Bel-Air Academy, your CTA needs to be unique, and draw your site user’s attention.
A call to action is a prompt that is specifically designed to lead a user to click on it and send them down the conversion funnel. Since a CTA can often be the first step in the conversion process it is vitally important that it is designed to pull as many users as possible.
Button Creation
So how do we design a CTA button to convert optimally? In a few words: Forget the site design. Ok… Don’t completely screw the design, but put it on the back burner while creating your button. When talking about CTA design, there is really only one rule to remember: Catch your user’s attention! You aren’t looking to blend in here.
Seriously, that is all that matters. Make your button stand out, then sit back and watch the conversion rate rise. And if that means go against the flow of your site design, so be it. If you can in fact incorporate your CTA into the design while still making it pop, then you win the game.
Using a fictional website, yummypbj.com, I’ll run over 5 simple tips to creating the coolest CTA button around. Here is the site before a call to action button is added:
No Call To Action
Now here it is with several versions of a CTA:
1. Use a striking color (or colors)
By using a contrasting or striking color you can easily make the button a focal point on the page.
A typical CTA
2. Use large text, bold certain words
If your button is placed near text, make sure the text within the button is noticeably different. Making the button text larger or bolder than the text around it is a great tactic.
Bold lettering within the CTA
3. Use a shape that shows motion or makes the user stop and look
Typically CTA buttons are a rectangle with rounded corners. But using a shape (either the button itself, or within the shape) that shows motion (like an arrow) or causes the user to stop (like a big circle), can further invite users to click on the CTA.
The arrows convey motion
4. Include numbers or info that is easily registered.
Including information like the number of users can be a great stat to draw people in.
This staggering statistic draws attention
5. Keep the message short
A paragraph is not a call to action… No more than seven words please, but remember to tell the users what to expect.
DON’T do this
See the difference between a site with an appropriate call to action? Your eyes are pulled to the CTA button, you can’t ignore it!
You would be amazed at how adding a call to action, or simply formatting an existing button can increase conversions. We have actually seen as much as a 50% increase in conversions from implementing a good CTA. This site saw a 62% increase. That’s insane for such a simple and easy addition. A call to action button and your website belong together, kind of like… Peanut Butter and Jelly.
