How To Design Call to Action Buttons That Convert

When you boil it all down, Business websites are there for one reason, to make sales or to get leads. True they will also have the ‘job’ of re-enforcing the businesses brand and message, but these are really just supporting items to the main aim of getting new business.

Increasing Conversions on Business Websites

Which Converts The Best

Getting business means Conversions, whether it be an order or a contact form submission, and that is where the content of the site, the words and psychology comes into play, the latter including the psychology of colour and shape.

It is quite amazing that a simple change of colour and shape and or placement on a web page can make a big difference to the level of conversions, but it is the case. The article, (which dates back to 2012 and yet is still creating comment) shown in part below, gives some very good examples, one showing that by simply altering the shape and colour of a ‘Add to Cart’ button, conversions were increased by nearly 36%.

All of this means that it is vital to both ensure that the visitors journey through a site AND the conversion system / button are carefully thought through.

All sections have their part to play:-

  1. the general website design being important as it ensures that people stay on the site and start reading the words
  2. The words and their layout being important so that visitors can quickly assimilate the message the site is trying to deliver.
  3. whilst the conversion method is important as it is this last step that is so often not completed. Here the process has to be easy to complete, not ask unnecessary questions and be easy to spot too!

At Rouge we have decades of experience to call upon and know how to build sites, write the words and design the conversion buttons etc to ensure that the maximum possible amount of business is gained.

Please see the full article on increasing conversions, just click the link and do please call us if you want to know more.

Day 4 of Conversion Centered Design week brings us to the mighty call-to-action. If you’re not sure how they should look or what they should say to increase conversions, you’re in for a treat. Today we have another stellar post by Mr. Michael Aagaard, the split testing junkie himself. So pay attention to this one, and learn from some of his countless case studies and experiments, all about call to action design.

Don’t forget to check out the 3 awesome posts that have already come out this week, and stay tuned for Friday’s post that will close out the week.

Monday: A free ebook “The Ultimate Guide to Conversion Centered Design” – (68 page PDF)
Tuesday: 5 Tested Conversion Design Tactics You Should Put to Work. Right Now.
Wednesday: 36 Creative Landing Page Design Examples – A Showcase and Conversion Critique
Thursday (today): How To Design Call to Action Buttons That Convert
Friday: 10 Killer Posts on Conversion & Design

This article, packed with case studies and examples from the real world, will provide you with important insights on how to design effective call to action buttons for your landing pages.
What you need to understand about call to action buttons

On your landing pages, the call-to-action represents the tipping point between bounce and conversion. When you ask someone to do something online, they have to go through your call-to-action in order to do it – regardless of whether you’re asking them to download a PDF, fill out a form, buy a product, or even just click through to another page.
Design Call to Action Buttons

Your buttons consist of two overall elements: design and copy

Both these elements have direct impact on conversions; however, they play two different roles in the conversion scenario.

Button design is a visual cue that helps attract prospects’ attention to the call-to-action. In other words button design answers the question, “Where should I click?”

Button copy on the other hand helps prospects make up their minds in the last critical moment and answers the question, “Why should I click this button?”

In this article we’re going to focus on button design – check out this article for a full rundown on how to write CTA copy that converts.
Let’s start with an example from the real world

I’ve anonymized the client here, but we’re talking about a major European e-commerce site that sells hand-painted porcelain.

In this case, we were able to increase sales via product pages – not just click through rate (CTR) – by 35.81% by changing the color and shape of the call-to-action button.

This case study illustrates perfectly how much of an impact the design of your CTA buttons can have on your conversion rate. If you’ve designed buttons to make them fit into the design with no thought to how “clickable” they are, you are in all likelihood leaving money on the table.
Lesson 1: There is no “ultimate button” that works every time

Buttons come in all sizes, shapes, and colors, and there really is no one-size-fits-all solution that works every time.

People like to say stuff like “You should never use red because it’s a stop color.” or “Green buttons are best!”

While such generalizations are convenient, they rarely mirror reality. What actually works will vary wildly depending on context and the layout of the landing page.

In the test I showed you before, green did better than blue. But that doesn’t mean that green is always best. I’ve seen plenty of tests where blue or red buttons have done way better than green buttons.
It’s all about standing out

The main optimization principle is that the button has to stand out from the rest of the page, so it’s easy for prospects to find the button once they’ve decided to take the next step. If your landing page is mostly green, a green button is probably not going to do very well, because it will be very difficult to separate the CTA from the rest of the page.

The best way to find out what works on your landing page is to test different versions in the real world on your potential customers.