Design a CTA button

1. Segment your customers and interview them to understand which specific wording works for them when browsing your site.

Find if there is a critical factor for them to make the decision. For example, if the user is looking for “pricing,” and your button text says “pricing” they’re going to click on it. Or, for example, “Find your gym & get membership” could be better than just “get membership” when location of your gyms is critical for the customers. Common ways to segment your customer base is based on device type (desktop vs. mobile), new vs. returning customers, converters vs. non-converters, number of pages visited or of products checked, RFM segmentation, etc. You can get started with recent customers. You can also try with sales/customer service staff.

2. Use brief but meaningful text that explains what the button does.

Ask yourself “What is my prospect’s motivation for clicking this button?” and “What is my prospect going to get when they click this button?”. Use terms people understand and make it specific: “Read more” or “Next” do not anticipate what’s behind. There is one exception you can use, though—”Click here”.

3. Use copy that does not rush commitment when it can be delayed.

For example, “Add to cart” instead of “Buy now”.

4. Use a high-contrast color for the call to action to attract attention.

You can also try using a streamlined design.

5. Communicate benefits next to the call to action itself on important pages.

For example, (e.g., “Record unlimited videos”, “HD quality videos”, “Recording tools”)  The best calls to action are the ones that promise your story only gets better after you sign up.

6. Use an image with a human gaze focusing on the CTA to guide visitors’ attention.

Use pictures where the subject is clearly excited and pointing toward the CTA. Alternatively, you can use arrows or other visual cues pointing toward the call to action to direct visitors’ eyes.

7. Run an A/B test to find the best place to put the CTA (if you have the traffic for an adequate sample size ensuring representativeness).