What are the key elements of Call-to-Action button that works?

Feb. 1, 2019, 11:42 a.m.

1 Answer

Feb. 24, 2019, 11 p.m.

Under the abbreviation CTA, there is a call to action phrase, which is literally a call to action. This is what we call a message that we issue to people visiting our website or receiving our e-mails to perform a specific action. As I mentioned before, it may be adding a product to the shopping cart, making a purchase, subscribing to a newsletter, sending a request, using a free trial period, downloading a file, etc. CTA usually takes the form of 2-3 words on a button, so it often happens We do not appreciate its value. Meanwhile, from these few words, it depends on whether we can achieve the intended goal. There are a few rules to stick to when deciding on the sound and appearance of CTA.


Remember that the look matters

CTA should stand out from the background it is in. However, it must maintain the right size. It can not be too big or bright, because it can be tacky, which means you do not want to encourage. It is a myth that the CTA buttons should only be red. Yes, there are situations when such a color works best, but it depends on the overall design of the website or newsletter.


Think about what you want to call

In addition to the location and appearance of the button, it is very important what we write on it. It is best to use two, maximum of three words because the message must be specific and given in a concise manner. We can not leave the recipient room for hesitation. It is a common practice to use phrases in the imperative because this form naturally calls for a specific action.


Always send to the right address

This is one of the most serious mistakes that, despite appearances, is still being committed. Namely, we tell the customer, for example, Add to the basket, and when this button is pressed, it is redirected to the new subpage. What if he did not want to leave the place where he was? Then we only raise the customer's frustration and we reduce the chance that she will eventually buy something.