Every well-designed website should elicit a response. That response could be a phone call to head office, a download, an online purchase, an enquiry form filled out or even just an e-mail sent, but it should always do something.
This is called a call-to-action (CTA) and there is a bit of web design skill required to get visitors to take that action and click. Here our are top five ways your CTA buttons can be more effective.
1. Keep it simple, keep it short
The quicker the user can read the instruction on your button, the quicker that user will click on it. A short, clear instruction leaps off the page especially when surrounded by text. It will catch the eye and allow the user to read on, knowing what you expect them to do at the end of the paragraph.Think ‘Buy Now’ rather than ‘Click here to buy now’.
2. Keep it personal
Use first-person words like ‘My’ and ‘Me’ instead of ‘Your’ and ‘You’ because the data tells us these work better [https://unbounce.com/a-b-testing/failed-ab-test-results/]. ‘Download my e-book’ is better than ‘Download your e-book’.
3. Make it interesting
Use of graphics and colour, combined with the other tips here, will help make that visual impression. It all happens very quickly but when a users eye scans the page they subconsciously pick out the key elements. A little arrow next to your button or some other graphical flourish can work wonders. Also, it is worth remembering that not everyone has 5K screens and 20/20 vision. Make your CTA buttons big enough to see and clear enough to be read. This is where the eye of a professional web designer can really make the difference between your website being garish and cluttered versus being sleek and meaningful.
4. Make it urgent
If the user doesn’t click the button right now, perhaps they might miss out on something? Offer discounts or deals if they take the next step. It’s pretty much the oldest sales trick in the book. That’s because it works.
5. Make the expectation clear
Users know when they are about to be asked to do something on a web page. If you have more than one call to action and they are visually identical, this confusion can lead to users walking away. They want to quickly understand what you expect them to do. Decide on what your priority is for the page and minimise extraneous options around that.
There is lots more to understand and all this only relates to buttons. Our professional web design team at Pixel Design Studio understand these interactions and can improve your website. Give us a call on 01903 414 277 or email firstname.lastname@example.org to get some help with your project.
Doug Banks is the Creative Director at Pixel Design Studio. You can find him on LinkedIn. He has over 10 years experience in project management and the designing and building of websites.