5 CTA Button Design Best Practices

Take a close look at your call to action (CTA), particularly the design of the CTA button. It’s an element that many designers do not give enough attention, but they are one of the most important elements to consider. If you get them right, your results will improve.

Add a benefit, make copy clear what about what the customer will get, and make the copy relevant to your product. Try copy like:

START YOUR SUBSCRIPTION
ENTER MY NAME
GET MY HEAT MAP
GET YOUR FREE REPORT

Active copy in CTA buttons Active copy in CTA buttons Active copy in CTA buttonsYou can take this even further by testing the pronouns. Make them personal:

START YOUR 30 DAY FREE TRIAL changes to START MY 30 DAY FREE TRIAL.

Michael Aagaard, in a recent post for unbounce, did this exact test and saw a 90 percent increase in the clickthrough rate.

Testing pronouns in CTA buttonsSo no matter how small the change, test, test, test.

4. Add More Copy
Sometimes an offer might need clarification or highlight a benefit (free 2-day shipping). Maybe you want to waylay an objection (no credit card needed to get started). You might want to feature a review or testimonial (as reviewed by the NY Times). Go ahead and add this, either near your CTA button or as part of it.Additional copy in CTA button
Additional copy in CTA button Additional copy in CTA button Additional copy in CTA button5. Try A Direct Mail Technique
One of my favorite things to do is to see if a direct mail technique will work in digital. I like to highlight my CTA button by pointing it out with a message to help close the deal. You can be creative and try different approaches. What works in traditional mail can also work in digital

Example of hand-drawn arrows with handwritten copy that points to CTA buttons
Example of hand-drawn arrows with handwritten copy that points to CTA button
Constant Contact CTA
Example of hand-drawn arrows with handwritten copy that points to CTA button

Are there more things you can do? Absolutely. I’ve simply covered what I think are the most important.

Sometimes I’m asked what a good conversion rate is — but it’s such a relative question. Judging conversion rates or sales, even from different companies in the same industries, is not an apples to apples comparison. There are too many factors (traffic, quality of traffic, offers, brand strength) to make this possible.

How will you know what will work for you? There is only one way to know, test regularly.

 

Author: Patrick Fultz

Patrick Fultz is the President/CCO of DM Creative Group, a creative marketing firm producing work across all media. He’s an art-side creative, marketing strategist, designer and lover of all things type. His credentials include a degree from Parsons School of Design with 15 years of teaching at his alma mater, over 40 industry creative awards, and he previously served as President of the John Caples International Awards. Always an innovator, Fultz was credited with creating the first 4-color variable data direct mail piece ever produced. He continues to look for innovative ways to tap the powerful synergy of direct mail, the web, digital and social media.

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