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Lorenzo Gutierrez

Digital Marketing Consultant

5 Best Practices to Create Call-to-Action Buttons to Ensure Higher Conversions

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Have you checked the number of leads you have received from your ads this week? Have you also calculated the number of leads that should have generated based on how many people have visited your landing page? Most businesses spend a lot of time and resources to attract visitors to the landing pages.

But, it is common to notice discrepancies between expected figures and actual results in leads generated. It means most of the visitors who come to the landing page are not clicking on the call to action button. Instead, they are disappearing without leaving any contact details for follow-ups.

Most websites feature the common Submit button on the landing pages, which may not be sufficient to drive conversions. That is why you should create high converting call-to-action (CTA) buttons to replace the Submit button and get your visitors to convert.

An effective CTA button is also beneficial for your SEO efforts. An increase in your click-through rates can make your website rank higher on search engines. That is why professional SEO service providers ensure that their client websites have optimized CTA buttons to maximize click-through rates.

If you are not sure where to start, you can follow these best practices to create a CTA button that ensures higher conversions.

Keep It Short

CTA buttons should not be too long or wordy, or they may prove to be ineffective. So keep the text on the CTA button short and to the point. Ideally, a CTA button should not contain more than four to five words. Also, use strong verbs to make the maximum use of this limited word count.

Induce a Sense of Urgency

Try to create a sense of urgency or scarcity to boost conversions. It is a well-known fact to create more effective CTA buttons. You can use time-related language like “sign up now” or “start shopping today” so the visitor feels an urgency to click on the CTA button.

Or you can also use words like “limited”, “reserve”, or “sale ending soon” to give an impression of scarcity. You can also consider adding a countdown timer that shows the expiration time for your efforts. In other words,  a CTA button should be able to induce the fear of missing out on your visitors. They should feel that they need to complete the action immediately, or they will lose whatever you are offering forever.

Use Reverse Psychology

Using reverse psychology for CTA has become quite popular in recent years. You may have noticed this kind of CTA button on a website pop-up. They usually offer the visitor two choices.

But instead of asking to choose between yes or no, they use the power of reverse psychology to push them toward clicking on the CTA button that ensures a conversion. For example, an SEO company website that offers solutions to boost website traffic can show a pop-up that says “need  more web traffic?.”

Instead of a simple yes or no option, the buttons can show “Yes, I need more traffic” and “No, I have enough.” Most website owners would not like to turn down an opportunity to increase web traffic because the CTA buttons will make them think about the end results.

Use Responsive Design

Most of your target audience would probably browse through your website or read your email on their smartphones or other mobile devices. Therefore, you should use a responsive design for your website CTA buttons as well as your communications.

That way, your target users will be able to read and navigate through them easily on their smaller screens. It will also increase the chances of them clicking on your CTA buttons.

Attractive Visuals

Check the overall visual appearance and placement of the CTA buttons on your landing page or emails for various screen sizes and browsers. However, do not scale it down so much that your target audience does not notice it on a small screen. In fact, you should use contrasting colors and space to make your CTA buttons stand out from the rest of the page.

You can also use some white space or border around your CTA to make it more visible. Ideally, the text on your CTA buttons should be larger than the surrounding ones. Also, avoid any images or visual information around CTA buttons that can draw the eyes away from them.

You may not be able to create the perfect CTA button in your first effort. Instead, you can build an ongoing process that can test your CTA buttons and optimize them accordingly. The traditional way is through A/B testing, but you can also use AI-powered software to achieve better results. Using software also makes the process much faster, and you can optimize your CTA buttons in real-time.

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Lorenzo Gutierrez
Digital Marketing Consultant
Lorenzo Gutierrez is a Digital Marketing Consultant and a certified Google Partner. He helps small businesses and corporations grow their revenue online. He does this by mixing passion, innovation, & expertise.