Call-to-action (CTA) buttons and websites pretty much go hand-in-hand these days. It’s near impossible to visit a website without at least encountering one, even if the website is just a personal blog.
That’s because CTA usage isn’t limited to those who are running businesses. Anyone can – and should – use them to drive audiences into engaging with specific actions. Making a compelling CTA is not an easy undertaking – failure is part of the process. However, it won’t hurt to learn more about what others have tried to make CTA buttons more appealing to audiences. With that, here are some four best practices that you can try for yourself.
Convey specific actions
Get specific on what you want your audience to do when they encounter your CTA. Do you want them to check out your pricing? Share their thoughts by commenting?
How you craft your CTA is important. The more specific the action you want your audience to do, the more likely they are to engage it. There’s a balance to strike with how detailed you need to go, though. Writing something like, “I want you to visit my YouTube page and click on my subscribe button” can be counterintuitive when a button with the words “Subscribe on YouTube” is sufficient.
Contrasting colours are key
This is something that your design team should already be prioritising if they haven’t so already. There is a whole debate (and studies!) about which button colour leads to better engagement. Rather than focusing on the exact #RRGGBB, you should think more about how the colours you choose would fit your design interface.
The best way to do this is by focusing on colour contrast. However, if you want to take it to another level, you could also try using complementary colours. Complementary colours are interesting because they look very different from each other – think the combination red and green or blue and orange – but are still harmonious in tandem. Using them in your design can be a great addition to naturally highlight your CTAs.
Redirect to the right place
What’s worse than a broken link? A link that brings your audience to the wrong landing page. When what your CTA intends to do does not match with where you lead your audience, that’s when you lose them.
For example, a button that says “Get a free discount today” may increase your click-through rate. Yet if the link brings your audience to a sign-up page, expect a high bounce rate in return. Be honest – if they have to sign up to get the discount, say it in your CTA button.
Position it right
Sometimes, with so much content to put on a page, the CTA can become an afterthought. Usually, this isn’t done intentionally. The CTA button may exist on the page, and there may even be an effort to highlight it enough to make sure your audience can see it. But sometimes, that’s not enough.
One way to make sure that your audience sees your CTA is to make sure they are positioned correctly. There are different perspectives on this – and it is often determined by what the content is. Senior Web Designer from Pixelstorm, Monika, shares her point-of-view about this: “Some static-page websites may be better suited to having CTA buttons at the bottom of the page, but it all really depends on what the action the CTA is driving the audience towards.”
And that’s true – when it comes to positioning your CTA, you have to understand what you’re using them for. Only then would your message not get drowned out by other elements in your web pages.
Avoid too many CTAs
Is there such a thing as too many CTAs? Absolutely. Like how having too many menu items in a restaurant doesn’t really result in higher revenues, having too many CTAs in a single webpage would not necessarily translate to a higher click-through rate average.
So, what’s the magic number here? One Moz blog post says that two CTAs per page is enough, but the best way to determine this is to check what other businesses are doing, especially the market leaders in your industry.
CTA buttons are ubiquitous in websites these days since they are proven to drive the audience into action – but only when it’s wielded well. These four practices can help guide you into refining your CTAs, and hopefully, increase audience engagement for your website.