A Call-to-Action button can have several functions, but it's always intended to convert leads into contacts and customers. But how do we create the best CTA's in order to generate and convert those leads?
#1 Create Color Contrast
The first tip I'll share with you is that you need to create color contrast. The contrast needs to be clear between the CTA and the main color of the site. Contrasting colors enhance one another, but at the same time they are harmonious when combined. This means that your CTA will get attention and will leave the customer with tasteful impressions.
You can use the color wheel below to find contrasting colors;
#2 Use Size to Attract Attention
The size of your CTA buttons can be a bit tricky. On one hand, the CTA buttons should be big enough to be spotted by the customer. On the other hand, they shouldn’t ‘drown’ the products or each other if there are many products on one page.
Therefore, seek the happy medium suiting the numbers of CTA buttons, number of products and other elements on your website or online documents. You can keep the following in the back of your head: A survey of the best Call To Actions on websites shows that the CTA’s were approximately 20% bigger than the logo on the website. The brain has learned that the logo placed in the top left corner is very important and it is therefore given much attention. But if an element is even bigger than the logo, the brain ascribes this element even more attention. You can’t level focus or attention. Either it’s there or it is not.
#3 Don’t Be Afraid of the "Negative Space"
"‘Negative space" can be a beneficial way to create attention to the CTA buttons (or the product). Too many products or information can be confusing and make it difficult for the receiver to decode the message. The reason why negative space is well suited to attract attention is that the receiver doesn’t need to make that much of an effort to understand the message.
When it comes to online catalogs, the Danish retail chain KIWI prioritize both few products and negative space in their catalogs, which you can see below. At the same time the price, which also makes it out for a CTA button, gets a lot of attention due to its size. It's the same thing with Uber in this example.
#4 Offer Value
Let's take a step back for a second and think about why we are creating CTA's. We are creating CTA's because we want to convert visitors into leads, but in order to do so, we need to offer the visitor something that's valuable enough for them to give up some information about themselves.
Think about the next CTA you're going to make and what it's regarding. Is it for people to sign up for a webinar?, signing up for a newsletter?, a free tryout?, or downloading an eBook? Most of these seem quite obvious when it comes to what creates value, but what about the newsletter? Visitors won't automatically sign up for a newsletter unless they're offered something in return - this is probably why we're offered to enter a competition with a money prize or something similar to that when signing up, but remember to keep it in mind!
The reason behind me telling you this is that CTA's are made to gather information about your visitors, but people aren't willingly giving it up if they get nothing in return. Therefore, it's important that you make sure your CTA is targeted correctly and offers the visitors something that generates value for them, otherwise, converting will become an impossible task.
A Final Comment
Now that we've gone through some of the steps I find important when creating CTA's, I just want to leave a final comment. I recommend you to go through your own CTA's and see how comply with these 4 tips - does it all add up?
We've created this eBook with even more information about CTA's if you want to learn more about them. You can download for free just below.