A call to action (CTA) prompts the user to take a specific action that leads to a conversion—a purchase, a newsletter subscription, or the completion of a contact form. The effectiveness of a CTA depends not only on the wording but also on its layout, colors, and the emotions it evokes.
Why User Experience (UX) Matters for CTA Effectiveness
The user journey plays an important role in the effectiveness of a call to action. Regardless of the product or service you offer, the funnel usually ends with the click of a button.
As a UX/UI designer, your goal is to design a path that makes it easy for users to complete the desired action. For example, landing pages use storytelling and structured content to gradually lead visitors to a call to action, while e-commerce sites use well-organized navigation and product pages (PDP) to help users add items to their shopping carts and complete purchases smoothly.
Partnering with a conversion rate optimisation company (CRO) can help you integrate these elements better and ensure that your calls to action are engaging and easy to use.
Why CTA Placement Affects Conversions
The placement of the call-to-action button affects whether the user notices and uses it. The aim is to make the button easy to notice and access, especially on mobile devices where thumb navigation is common.
Best practices for CTA button placement:
Place at the top of the page: Placing CTA buttons at the top of the page ensures they are visible without scrolling.
Place at the center of the page: The best approach is to position the CTAs in the center of the page so that they are scrolled.
Static bottom bar: Adding CTA buttons to the static bar at the bottom of the screen makes them easily accessible even when scrolling.
Location is critical on mobile devices, especially as large screens can make it difficult for users to access certain areas. Having the CTA in an easily accessible location can improve usability and conversion rates. Here’s a great example from the Promodo site:
How to Make CTAs Stand Out
Calls to action must attract attention while fitting in with the page design. Here’s how to increase attractiveness without being disruptive:
- Phrases: Your CTA wording is essential in converting website visitors into buyers. Use clear, action-oriented, and specific, using concise language that creates urgency or highlights a benefit.
- Color contrast: Use a button color that is eye-catching but also blends in with the overall design.
- Size and shape: Buttons should be large enough to stand out, but not so large as to steal the show.
- Logical flow: Calls to action should be placed in a way that naturally echoes the content, encouraging users to continue with the action and avoiding confusion.
CTA wording, position, and design significantly impact users’ interactions with the website. If you pay attention to user-friendly design, thoughtful layout, and clear wording, you can increase conversion rates without having to make major changes.
How to Measure CTA Effectiveness
Measuring and testing the effectiveness of CTA buttons requires A/B testing and event tracking to determine which variations drive the most conversions. A/B testing involves creating multiple versions of a CTA with different wording, colors, or placements and analyzing which performs best. Event tracking, using tools like Google Analytics, helps monitor user interactions and engagement. Key factors to track include:
- Click-through rate (CTR): Measures how many users click the CTA compared to total impressions.
- Conversion rate (CR): Tracks how many users complete the intended action after clicking.
- Engagement metrics: Analyzes user behavior after clicking, such as time spent on the page.
- Heatmaps and scroll tracking: Helps identify CTA visibility and placement effectiveness.
- Statistical significance: Ensures A/B test results are reliable and not due to random chance.
Regular testing and optimization based on data-driven insights help improve CTA performance and maximize conversions. If you want to fine-tune these details, working with a professional can help you get the most out of your website.
