Seven CTA Tips to Improve Conversion Rates on Your Website

Can you improve conversion rates on your website by modifying the design and placement of your call-to-action (CTA) buttons? The answer is a resounding yes. But before we jump right into the how-tos, let’s cover some basic definitions.

Conversion rates and CTA buttons

A conversion rate is the percentage of your website’s visitors that complete a desired outcome on your website. For instance, if five out of 100 website visitors buy your product, that’s a five percent conversion rate for that desired outcome.

In that context, the aim of a CTA button is to get as many visitors as possible to the next step in your sales funnel, eventually becoming shoppers or supporters.

A page or post on your website can have different types of CTAs:

  • Primary CTAs: A primary CTA is the main action you want a site visitor to take. “Buy now” and “start free trial” are examples of common primary CTAs.
  • Secondary CTAs: Secondary CTAs are actions a site visitor might take that could still lead to a future sale but are outside of your primary CTA sales funnel. Examples include “take a tour” and “sign up for my newsletter.”

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CTA tips to improve conversion rates on your website

Here are seven helpful tips to improve conversion rates on your website via your primary CTA buttons.

  1. Your primary CTA should always be a button, not simply hyperlinked text. That’s because website users have grown accustomed to buttons and will try to locate them on your website when figuring out what to do next.
  2. Your primary CTA button(s) should be brightly colored to stand out from other text and visual elements on the page. (Read more about choosing CTA button colors here.)
  3. The buttons should contain clear, concise language with an action verb detailing exactly what a click entails, such as “start your free trial.”
  4. Your CTA buttons should contain a font color that contrasts starkly against the button color.
  5. The buttons should be positioned close to the sales text that the visitor is reading. Don’t make them scroll or search for your CTA button. This might even mean you have duplicate CTA buttons as you scroll down each section on your homepage, so the visitor doesn’t have to scroll all the way back to the top if they decide to buy once they’re three-quarters of the way down the page.
  6. If you’re not a design expert, don’t worry. By choosing a professionally designed website theme from, you can still have an attractive website with stylized, high-performing CTA buttons baked into the design. You also won’t have to stretch your budget, as there are plenty of free themes to choose from.
  7. Test, measure, improve, repeat. What’s the best button color or best place to put your CTA buttons — above the fold, indent right or left? What button text performs best?

Unfortunately, there’s no way to know for certain without A/B testing (also known as split testing). With A/B testing, you can test infinite numbers of CTA and other design variations and then go with the ones that perform best for your specific audience. If you have a site, you can update to a Business Plan to install a good A/B testing plugin, such as Nelio A/B Testing.

With these seven CTA tips in mind, you can turn your website into a high-conversion sales tool.

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Aaron von Frank

Cofounder and CEO at, a USDA certified organic heirloom garden seed subscription service. Writer at, Edible Upcountry Magazine, and other media outlets.

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