Signs of a successful CTA

Not all CTAs are created equal for business. What features should a call to action have to bring results?

The call to action element should stand out on the page to immediately grab the user’s attention. This is achieved by using a contrasting color, font size, or placement of the element. Plain text in the same color as the rest of the text will be easy to miss.

A good tactic is to design the CTA as a button. According to some data, this approach can increase the number of clicks by 45%². In addition, a button is often more belgium phone number list noticeable than simple text. For example, a call to action on a banner looks like a button in a contrasting color to the background, which immediately attracts attention.

CTAs are like price tags in brick-and-mortar stores — the customer expects them to look a certain way; too unusual a format can be confusing. In this sense, a button in the form of an elongated rectangle in a rich color is better than a circle or diamond.

By the way, 92%³ of brands use the same CTA style across the entire site. The color of the button is chosen to fit into the brand palette and aesthetics. That’s why you’ll brett cochrane plant manager most often see black, blue, and red CTAs in online stores.

It’s also important to keep your call-to-action copy simple. Clear, concise wording can encourage users to take the next step on your site, while long, confusing CTAs can cause confusion and indecision. Familiar wording like “Add to Cart” or “Order” will likely work better than, say, “Treat Yourself.”

Sometimes online stores use several CTAs at once to increase the chances of conversion. In this case, it is important that the calls to action do not conflict with each other for the user’s attention. The main CTA should visually dominate the others through a bright color, a larger button or font size, and compelling text.

Below is an example of a solution from a cosmetics brand that provides customers with the option to place an order with their official representatives on loan data marketplaces. At the same time, thanks to the size of the button, it is immediately clear which call to action is still a priority

Often in online stores you can find so-called ghost buttons — transparent buttons with only a border visible. 54%⁴ of e-commerce companies use them as a second option. Such CTAs do not draw too much attention from the main option and easily fit into almost any brand style.