We’ve talked about several ways to use images to improve conversion rates before, but perhaps no image is quite as significant in boosting clicks and conversions like the call-to-action button.
Done right, the call-to-action button can act as a visual attention-getter that, when paired with a compelling offer, gets people eager to act. But some users are finding that how they create that call-to-action button – and even the text they use – can have a serious impact on click-throughs.
Here are six variables to test on your call-to-action buttons – no matter what you’re selling.
1 – Button Size
The more noticeable you can make your button, the more likely people will be to click it.
Now, that doesn’t mean you need a garish, neon green animated button – but you do need to make it large enough so that it can easily be seen among the other elements on your page.
2 – Color
In addition to using size effectively, you’ll also want to use contrasting colors so that your button and the area around it don’t blend in too much with the background.
Too much of a good thing — these shopping cart buttons blend in too well with their corresponding backgrounds
3 – Text
People buy with emotion, but follow it up with logic.
That’s why buttons which convey urgency are a great way to encourage impulse shoppers.
Button text should clearly communicate what will happen if the button is clicked. This is no time to be clever or confusing.
For example, less web-savvy users have a tendency not to act when confronted with “Buy Now” buttons, simply because they believe that by clicking the button – their credit card will be charged immediately.
In many cases this call-to-action button might convert better if the text stated “Add to Cart”, “Download Now” or “Add to Shopping Bag”. This also subconsciously references the fact that you can remove the item later.
4 – Special Effects
Not all buttons are created equally. Your call-to-action button might perform better with some special graphical effects to make them more interactive. These include features like:
- Rounded corners
- Beveled edges (to make the button appear to be raised off the page)
- Drop shadows
- Arrows or other small icons
- Credit card/Paypal logos (to build credibility and security)
- A hover effect that changes the button’s color when the mouse moves over it
One of the most popular variables to test is the location of the call-to-action button on the page.
Typically the call-to-action button appears above the fold, a newspaper term referring to part of the page a site visitor sees without scrolling down. However, many sales pages will convert better when the call-to-action button is positioned below content that is needed to explain the offer.
StereoPill’s ‘Try it Fee’ button in the top screen likely gets more attention than the lower-positioned “Learn More”
Reducing clutter and adding some whitespace around your call-to-action buttons can have an effect on your conversion rates.
Getting the most out of your call-to-action buttons is easy! Follow these steps for best results:
- Choose contrasting colors and size your call-to-action button accordingly to help set it apart from other visual elements on your pages
- Choose your text carefully – Communicate what the site visitor can expect if they push the button
- If offering two call-to-action choices (such as a Sign Up button and a Free Trial), make the buttons color-coded according to the most important action you want users to take first.
- Always be testing! Call-to-action buttons are just one of the many aspects of your site you can put to the test with good A/B split testing software.
Have you noticed a change in your conversion rates after testing your call-to-action button? What were the results? Share your thoughts and comments below!