written by Abby Avery
What is a Call-to-Action (CTA)?

Call-to-Action, also known as CTA, is a bridge between marketing and sales. Your storefront looks amazing, all your brand marketing and engaging with your consumers is going well. All the signs lead to improving sales for your business.

But there is one issue; your CTA is unclear, compromising all your marketing efforts and your potential customer is not becoming a paying customer. What is going wrong?

A Call-to-Action button is a way of navigating your website visitors and telling them what to do on your website, where they should click, and where to purchase. Often this is a path to checkout and turns a visitor into a customer.

Examples of Call-to-Action buttons include Shop Now, Download Here, Buy Here. Although there is no perfect suggestion of what a Call-to-Action button should look like, crafting your CTA button is all about getting the right people to click on it. 47% of websites have a CTA button, which takes the user less than 3 seconds to see.


If you want to improve your website CTAs, we’ve outlined easy and simple steps to help you achieve this. Once you’ve got the basics in place within your website design, you’ll need to carry out A/B testing, or split testing as it’s also known. This is a method of comparing the data of two different versions of your CTA or webpage to see which one performs better.


Test different button colours

It might sound simple, but testing different button colours is so important, and this is often one of the first things that is A/B tested. Although there is no definite colour that converts best, research shows that green is an effective colours as it signals ‘go’, where is red signals ‘stop’ or ‘do not enter’. However, it is important to ensure the colours you choose resonate with your target audience and brand.



Add animations around the CTA

Using simple animation can help to increase conversion rates, as it draws attention to the button. Although we’re not saying to start overdoing this, adding micro interactions such as movement or colour changes when the mouse hovers over the CTA is likely to improve click-through rates. This is also a great website design trend for 2019.


Use simple buttons and text

At a glance, copy should be clear, readable and recognisable. Using a button as your CTA is the best way for directing your visitor to their next step. The text within the button should be short and sweet. This is a point of decision making, and the words should make the consumer want to act now.

Using power words in your button copy is also deemed a great idea. Some of these words can help to stir emotions and influence the user’s decision-making process, especially if these are words which can make the consumer feel safe and at-ease navigating the website. Examples of these words include: Cancel Anytime, Official, Money Back, Tested.

Creating a sense of urgency is also a great catalyst to increase the chance of a conversion. Examples of words include: Limited Time Only, Today Only, Ends Soon. This can increase the chance of a customer clicking on the CTA so they do not miss out on the offer.

Using positive emotions can also persuade customers to click on your CTA button. Examples of words include: Get Started and Start Your Free Trial. Using positive emotions, can help to connect with your audience, gain trust and increase conversion rates and repeat custom.


Positioning of your CTA matters

When designing your website, make sure that your CTA button is ‘above the fold’ so that the visitor can see the button as soon as they visit your page and don’t have to scroll down. The fold is the bottom of your screen and anything beneath it has to be scrolled down to be viewed. Keep different screen sizes in mind for this too.


Add an image above your button

Consumers can get confused when there is just a button as they don’t know what they are adding to the cart. By adding an image of the product you are selling right above the CTA, this can increase click rate, as they’ll have seen a representation of what they’ll get.

 Now it’s time to put what you’ve learnt into action, here are two examples of great Call to Actions for inspiration:


Why it works: Netflix have chosen positive copy ‘Join Free For a Month’ rather than ‘Cancel Anytime’ they’ve also used a button and a button colour which represents the brand.



Why it works: The CTA is clear, stands out against a clean background and ties in with the brand colours without getting lost. The CTA is also above the fold and it is clear what the brand wants the consumer to do.


By implementing the steps indicated above, and taking inspiration from brands who have great CTA’s will help your business optimise your Call to Actions and increase conversion rates on your website.