What are some creative ways to use mobile CTAs and buttons to drive conversions and engagement?

Use creative texts to get better click-through rates, remember, always write your CTA button in actionable words that resonate with your audience - B2B/B2C, for example in B2C: Try not to use “download” or “Get it now” or “Read more” choose words which describe the action you want your customers to take, for example: Try it, test it, solve it, take a tour, try it now, live it, check it, etc. Use only 1-2 actionable words, and don’t fill CTA buttons with meaningless words, people don’t read, they scan if your CTA buttons are filled with meaningless words people will simply ignore your CTA button.

Imagine scrolling through an app and a perfectly designed button grabs your attention, compelling you to click. That’s the power of an effective mobile CTA. Creative ways to use mobile CTAs and buttons include using clear, concise text like "Buy Now" or "Get Started." Ensure the button contrasts sharply with the background for visibility. Place CTAs strategically where users naturally interact, such as at the end of a product description or within engaging content. Enticing visuals or subtle animations can also draw attention. These techniques make CTAs irresistible, boosting engagement and conversions.

It can be difficult to incorporate creative ways to use mobile CTAs and buttons to dive engagement within the B2B space because, according to Gartner 83% want to remain anonymous, self-serve and self-educate. However, whether the target person is an influencer or CEO, the key is to highlight your awareness of their problem, be brief in your explanation and direct them to the answer without demanding a form be completed as more will decline and perhaps unsubscribe than be open to a barrage of calls from a BDR.

Depending also on what you sell the CTA needs to be compliant with rules and regulations to not fall into misleading advertising.

One clever way to use CTAs, e.g. in Meta ads, is to add a cut-out of the search bar from App Store besides your regular CTA, with your app name written in the search bar. Last time I did this, the search volume for the app name on App Store increased by more than 200%. It works because most mobile ad viewers already go to App Store to search for apps they see ads for, and by adding the search bar in the ad you strengthen that behavior (and reduce your costs as fewer users click that ad).

The shape is an important factor in choosing the right size and shape for CTA buttons. You should choose a call to action button with a shape that matches the graphics and look and feel of your site. For example, if you have a rectangular graphic, then you should choose a rectangular call to action button. If you have an oval, then you should choose an oval call to action button.

? Imagine trying to tap a tiny button on your phone. It's frustrating! That's why size matters. Buttons need to be big enough for fingers to easily tap them, especially on smaller phone screens. We need to make sure the "touch area" is generous, so people don't accidentally tap the wrong thing. We prioritize a size that creates a comfortable user experience. ? The shape of a button can tell people what to do. Rounded buttons often feel friendly and inviting, while square buttons can feel more formal. Some shapes might be easier to see in different contexts. We test different shapes to see which ones people notice and click on the most.

If the rest of your web page is quite text-heavy, make your CTA button stand out by adding some sort of contrast. Not sure how to do it? Try adding a background image or an animated GIF behind your button to make it stand out. ?Do something people wouldn't expect. Don't just make your CTA button a link; do something interesting with it.

The most common mistake I see in display ads or websites, that the CTA is either not obviously a button, is not stand-out enough or the user has no clue how to act on the CTA! Think from the user perspective and if possible have test users try a few versions out to see what resonates the best. Then A/B test - let the data tell you how to proceed. You only need enough data to make it statistically significant and to tell you what to do next..

? Imagine a gray button on a gray background. It's hard to see! That's why contrast is important. We want the button color to be very different from the background color. This makes it easy for people to see the button quickly, even if they're just glancing at their phone. Use colors that are visually distinct. ? It's not just the button color that matters. The words on the button also need to be easy to read. If you have a dark button, use light text. If you have a light button, use dark text. This makes the words clear and easy to understand. Good text contrast ensures readability. ? Colors can look different depending on the phone screen and the lighting. What looks good indoors might be hard to see outdoors in bright sunlight.

Common sense would tell you that a CTA button should always be located at the bottom of the page so that the user can immediately see it. But what if they are browsing your website using their smartphones? It would be a hassle to scroll down until they find the button. Also, if the button is too near the top, you will have a reduced number of clicks because the user may not notice the button. There are many ways to optimize the location of your CTA button for different devices and screens. For example, you could use CSS to hide an element from certain screen sizes. Finally, remember to always test your landing pages with different phone and tablet sizes. Test out what looks good, what's readable, and what's easy to tap.

? Think about how many different kinds of phones there are! Some are big, some are small, and some are in between. If your buttons and CTAs look great on one phone, they might look tiny or huge on another. ? We have to design them so they look good and are easy to tap on every kind of screen. This means making sure the buttons are big enough to tap with a finger, and that the words are easy to read, no matter the screen size. We check to make sure things work on lots of different phones.

One way to test and measure the performance of CTA buttons is to "shuffle" the order of multiple CTAs on a page or mobile view, and then see which one converts the best. You could use Hotjar to set up a multi-variate test in which you test the conversion rate of each CTA button. For example, in the case of a 2-button page, you could move the best-performing button to the "second" spot and the second-best-performing button to the "first" spot. Then, you'll measure the conversion rate for each of the "shuffled" CTAs. If you do this for each element (and for buttons in general), you'll be able to tell which CTA button is best.

? Imagine you have a shop, and you want people to buy things. You put up signs (CTAs) that say "Buy Now!" But how do you know if they work? You try different signs! Maybe a red sign works better than a blue one, or maybe a sign that says "Get a Deal!" works best. That's what testing is. You try different versions, and see which one gets more people to "buy." This is very important for mobile phones, because people use them in many different ways! ? After you've tried different buttons, you need to see what happened. Did more people click the red button? Did more people buy things when the sign said "Get a Deal?" You look at the numbers, and then you change your buttons to use the things that worked best.

Don't miss out on the opportunity to increase user engagement and conversions on your site by adding a sales countdown timer to your CTAs and buttons. Utilizing this tool, you can create a sense of urgency with each product up for sale. A ticking time limit can help motivate customers to complete their purchases faster – significantly boosting the likelihood of successful conversions!

Don't forget the user! It can be so easy to dig down into the rabbit hole of data (and this comes from an intensely data-driven marketer! ;) )and its easier to forget that our users are people.. those CVRs are not just numbers but real people making decisions. Putting ourselves in the users perspective is great - or better yet, test it using super cool tools like Hotjar/Analytics and real user samples/user feedback. Remember that the customer journey is not linear- nor is it a funnel. Give people an experience and a good one that gets them to the aha moment as soon as possible. Prove value as quickly as you can, before "selling" anything. Prove you are worth the user's most expensive asset - their attention and time.

? People use phones in lots of different ways. Sometimes they're in a hurry, sometimes they're relaxed. If you're selling something fast, a "Buy Now!" button might be good. But if people are just looking around, a "See More" button might be better. Try to match your buttons to how people are feeling. ? Are they new to your mobile? Are they coming back? Did they put something in their cart but didn't buy it? You can change your buttons based on this. If they're new, say "Welcome!" If they left things in their cart, say "Finish Buying!" Make sure the button makes sense for what they were just doing.