“Click here to learn more” can only get you so far. Smarter CTA design could help you unlock better marketing results for your website. Calls to action (CTAs) are interactive buttons on your website that invite visitors to take a certain action. CTA buttons can be used to ask visitors to:
- Get Started
- Learn More
- Sign Up
The top 10 percent of websites have conversion rates of 11.45 percent or higher, according to WordStream. The cross-industry average, per the same source, is closer to 2.35 percent. Mastering the principles of CTA placement and design can help you convert visitors into leads.
CTA buttons are among the most important design elements on your WordPress.com website. Well-designed CTAs aren’t the only necessary element for conversion. Your site also needs high-quality content and strong user experience (UX). However, a web page with exceptional calls to action can help your business achieve greater conversions. Keep in mind the following principles for design and placement.
1. CTA placement matters
Traditionally, marketers have embraced the best practice to place CTA buttons “above the fold” on landing pages or on the top portion of a web page, which is visible without a user having to scroll. This is still a best practice, but the center of a web page isn’t your only option for placement. Some other options for placement with high conversion potential include:
- At the top of a web page
- At the end of blog posts
- In the sidebar
- In a welcome pop-up message
- In the middle of a long blog post
- In email marketing content
Keep in mind the flow of UX and reading when placing CTAs, and strive to achieve placement that is noticeable but not disruptive to your audience.
2. Make it look like a button
A CTA button should look, well, like a button. It should be immediately recognizable to website visitors as something that can be clicked on. While you can experiment with creative CTA design, ensure your buttons always feature the following characteristics so they’re identifiably a button:
- Defined shape or colored border
- Contrasting color to the web page or content
- Visible text that invites the reader to take action
Your buttons don’t need to be a bright orange or green rectangle. You’re free to experiment with using ovals, rounded corners, or colored borders. As long as your buttons are visibly a button and stand out against the web page, the sky is the limit.
3. Create exceptional copy
Your CTA text can create a sense of urgency in your website visitors, encouraging them to sign up, download an ebook, or register for a webinar. As ConversionXL highlighted, there’s no “‘guaranteed best’ font type or size for a call to action.” Optimizing your copy can determine whether prospects click your buttons. Examples of high-performing CTA copy can include:
- Access My Whitepaper
- Keep in Touch
- Join the Community
- Let’s Talk
- I Want to Learn More
4. Size it right
A big CTA can stand out against a web page, but it’s no guarantee. An enormous CTA could get ignored due to a UX phenomenon known as “banner blindness” or human tendency to ignore banners. At the same time, tiny buttons can be difficult for mobile users to click on. Any clickable elements on your website should be at least 44 x 44 pixels for mobile users, according to Luke Wroblewski.
5. Test your results
Testing your buttons is the best way to achieve conversion optimization. Test various design elements of your buttons to understand how each impacts conversion rates:
Gaining knowledge of best practices for CTA design can help you generate more leads with your website. If you’re ready to get started, learn how to choose a WordPress.com lead generation plugin!
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