How to Create Compelling Call-To-Action Buttons for the Web

Call to Action

Did you know that by simply adding a call-to-action button to your website you can increase the rate of conversion by as much as 62% ? Whether you run a blog, a company website, or an e-commerce website, you can never ignore the potential of a compelling call-to-action button. You can use this button to help your audience or consumers add products to a shopping cart, download an e-book, request some essential information, or simply subscribe to your company newsletter.

If you take a closer look around, you’ll see different types of call-to-action buttons on the web. On the other hand, these web buttons are also one of the most ignored aspects of a website.

A call-to-action button that works well for someone else may not be the best for your requirements. Designing such buttons has both an artistic as well as a technical aspect to it. Given below are some of the most useful tips that you can use to design truly compelling call-to-action buttons.

What’s Your Purpose?

The main goal of a call-to-action button is to create urgency among the audience so that can instantly click it and perform a specific action that you want them to do. Not only website owners but the designers also need to be very clear about the goal or the purpose of these buttons. Depending on the nature of your website and the target market you’re catering to, you should know what exactly you want to achieve with your call-to-action buttons.

Design of the Button: Size, Color & Font

Several case studies have proved that size plays an important role in increasing the rate of conversion for these web buttons. A bigger size doesn’t only make the buttons more prominent, but it also leaves plenty of room to include essential information to entice or attract visitors to click.

The second most important aspect in the anatomy of a call-to-action button is its color. Different colors result in different click-through rates. Red or orange color buttons have been tested to increase conversions instantly. However, it’s vital that you select contrasting colors so that the web buttons clearly stand out on your website, blog, or landing page. Users will be able to notice the buttons only when it has a contrasting color to the background of the website.

Another important part of the button design is the font style that it uses. While designing a call-to-action button, you should always remember to choose those typefaces that are easily readable. Distinctive fonts are always good to use, provided they complement the other typefaces used on the web page. At the same time, the main text of the button should use large and bold font so that the message is quite clear at first glance. Open Sans, Lato, Roboto, and Montserrat are some of the most preferred typefaces for call-to-action buttons on the web.

Placement or Positioning

Next, it’s the placement of the button that will really make a difference. Man times, even not too large call-to-action buttons result in increased conversions. This is because they are rightly positioned. You can see a good example of this placement on Twitter’s homepage. Though their sign-up button is not too big, it has a prominent position on the webpage. That’s why you need to pay careful attention to where you’re going to place the button so that users can notice it as quickly as the webpage loads.

Language & the Sense of Urgency

No matter whether you design call-to-action buttons for your blog, company website or landing page, language, or the wording will play a key role. Effective use of words can also result in an increased rate of conversion. Depending on the purpose of your buttons, you need to use wordings that can instantly create a connection with the audience.

The language that you use on the buttons should be able to create a sense of urgency among the audience. You can conduct some testing yourself by modifying the button copy and notice the impact. If you are offering consumers something at no cost, you should never ignore the word ‘free.’ For example, ‘Download Now – Free’ shows a higher conversion than ‘Try Our Product.’ It’s always a good idea to start your button copy with powerful verbs like ‘Learn,’ ‘Discover,’ ‘Order,’ ‘Download,’ ‘Buy’ etc.

Behavioral Attributes

A button should also act or behave like a button. The change of cursor from an arrow to a hand symbol, as the user takes the pointer over the button, is an important behavioral attribute of a call-to-action button. Likewise, the change in color of the button on mouse hover (technically known as hover effect) is also a good technique to inform users that they can click.

Bonus Tips

Now that you’re aware of the best practices and guideline for creating effective web buttons, here are some more tips that you can use to make them even more compelling and clickable.
•    Don’t hesitate to use humor or informative taglines in the button copy.
•    Use borders, highlights, indents, drop shadows, stroke effects, textures, etc.
•    Make the button text darker than the surrounding text.
•    Don’t create square shaped buttons (they might appear like a banner ad)
•    Leave plenty of white space around the button.
•    Use bullet points in the copy to support the call-to-action

Conclusion

So, now you know how to create a call-to-action button that immediately grabs the attention of your audience and compels them to take a specific action. Don’t forget to conduct some A/B testing or experimenting with different colors, shapes, sizes, and language of the buttons to discover what works well for you.