Every website owner, especially entrepreneurs, wants to achieve as many conversions as possible. However, convincing customers to take action is essential, and that’s where the so-called CTA (Call To Action) plays a crucial role on websites and in content. What exactly is it, and how can you create an effective call-to-action button?

What is CTA?

CTA, or Call To Action, is simply a call to take action. It is an element on a website or in an advertisement that encourages the audience to take a specific action, such as signing up for a newsletter, downloading an e-book, making a purchase, or contacting a company. The purpose of CTA is to increase conversions and engage users. Typically, a CTA button takes the form of an icon with a linked function, but it can also be in the form of a text prompt with a link or without.

A well-designed button should attract attention and be clear in its message. The CTA’s task is to encourage users to take specific actions, such as placing an order, signing up for a newsletter, going to an offer page, filling out a form, leaving a comment, or giving feedback. CTAs are primarily used on websites but also in banner ads or newsletters.

According to research by Word Stream, emails with CTA buttons generate up to 371% more clicks than those without, resulting in a sales increase of up to 1617%. Therefore, at Competivo, we emphasize the importance of effective CTAs.

How to Create an Effective CTA Button?

An effective CTA button should be visible, attractive, and consistent with the content and purpose of the page. Here are some tips on creating an effective Call To Action button:

  • Use strong and enticing words that evoke emotions and a sense of urgency, such as „Reserve Now,” „Get Your Gift,” „Join Us.”
  • Use contrasting colors that stand out on the page and catch the eye, such as red, orange, or green.
  • Use a large and readable font that fits the style and tone of the page, such as Arial, Verdana, or Helvetica.
  • Use simple and short direct phrases that are easy to remember and understand, such as „Sign Up,” „Buy Now,” „Learn More.” Also, incorporate action-inducing magic words like „now,” „today,” „only today,” „free.”
  • Use punctuation marks and emoticons that add expression and personality to the button, such as „Sign up today!”, „Buy now and save 50%”, „Learn more.”
  • Place the CTA button strategically on the page where there is the greatest chance that the user will notice and click it, such as at the top of the page, under the header, or next to a product image. Placing it at the end of the content or at the bottom of the page makes clicking less likely.
  • Test different versions of the CTA button and check which one generates the most clicks and conversions. You can use tools like Google Analytics, A/B testing, or heatmaps. Alternatively, you can hire a specialist. Competivo offers UX audits and conversion optimization, including attention to CTA buttons.

How to Check if CTA is Effective?

Measurability is a significant advantage of online marketing. There are many tools that measure and analyze the effectiveness of actions taken. This allows you to determine if any modifications are needed and what they might be. How to verify CTA? The simplest way is through the Click-Through Rate (CTR) indicator. This is the ratio of the number of clicks to the number of visits to a specific subpage. The CTR value is given in percentages. If, for example, 1000 people visited a product page in an online store, and 50 clicked on the „buy now” button, the CTR would be 5%. The CTR value depends on the industry but should ideally range from 1-2%. Alternative methods of checking the effectiveness of CTA include A/B tests and heatmaps indicating areas of the page where users focused their attention. Customer feedback is also a good indicator, but undoubtedly, the best method for CTA control is a professional audit.