Having calls-to-action (CTAs) throughout websites and on landing pages is a fantastic way to capture an audience’s attention and drive conversion. But marketers are constantly looking for ways to maximize their CTA buttons for clicks, and this requires testing audience preference.
We know marketers rarely have the time or bandwidth to devote to running A/B test after A/B test, so below, we’ve shown you the three tweaks you should focus on to optimize your CTA button for audience engagement.
CTA Button Color
What is the first thing you noticed about the button above? You registered the bright red color of the button, right? Well, the button color is likely what will draw website visitors to your CTA, too, making it a crucial feature to test for optimization.
A best practice to consider for your CTA button design is to use a color that contrasts with the rest of the colors on your webpage. Though businesses often hesitate to use off-brand colors on their websites, it is important to make your CTA button stand apart visually from all of the other elements on your page. HubSpot also offers 140 free web buttons in different color variations that you can download and use in your own A/B testing.
After processing the color of your CTA button, your audience’s focus will then turn to your offer. Your CTA button text should provide a website visitor with an incentive for clicking, such as a downloadable whitepaper. A/B test action verbs to see which drives the most results, and consider also that there are a plethora of ways to promote the same offer. For example:
- Download this whitepaper
- Get this whitepaper
- Click for whitepaper
- Claim this whitepaper
You could also test using engagement-driving best practices for your CTA copy, like alliteration (such as “Click to claim”) or time-sensitivity (such as “Download this eBook now”), to see how website visitors respond. Just remember: the smallest changes can make a huge impact on your CTA results.
Button placement and size
You can create the most visually appealing and engaging CTA in the world, but it won’t matter unless your website visitors can actually find it on your page. The placement of your CTA button can have a big effect on conversion rates, so consider testing the following:
- Counter to popular opinion, try placing your button below the fold to let website visitors engage with your message before requesting action from them, but use directional cues to guide them to the CTA.
- If you’re placing your CTA button above the fold, make sure that you’ve structured the rest of your webpage’s content to draw attention to it.
- Use multiple buttons on a long webpage to break it into sections.
- Surround your CTA button with whitespace to make it stand out.
You will never know if you’re CTA is fully optimized without first running a few tests. We hope these ideas will help you hack your CTA button and increase your conversion success.