How to Get People to Push Your Buttons

Your CTA buttons that is.

You might have an enticing ad and a captivating landing page, but without the right CTA button your sales funnel is going to underperform.

While they might seem like a small part of your website or landing page, CTA buttons play a big part in your conversion rate. So don’t overlook them.

After creating countless landing pages and testing more button variations than we care to remember, we've learned a few things about what CTA buttons work the best.

Here are our top tips:

Choose the right color

Over the years a lot of marketers have tried to figure out what color converts best. And the results have been… mixed.

Basically, there’s no consensus around which colors you should use, but there are still a few tips we can share to help you choose a color that will lead to more clicks.

• Use a color that’s on brand. Choose a color that’s part of your color palette. Otherwise, it will look out of place and hurt your design.
• Don’t use your primary color. If your brand colors are purple and green, and your site is primarily purple, use green for your CTA buttons.
• Bright colors are best. While no one color has proven to be most successful, brighter colors are usually better as they stand out more.
• Use contrasting colors. This includes between the button color and the page background, and the text color on the button color, as it will help your CTA buttons stand out. Use white text on darker buttons, and black text on brighter buttons.

Use action words

The goal of a CTA button is to get someone to take an action. And if you want someone to take an action you need to use actionable text.

Words like “get”, “reserve”, and “read” paired with your desired action make for a strong CTA button.

Here are some examples:

• Get the Free Course
• Reserve Your Spot
• Read the Report

Keep it short

When it comes to CTAs, less is more. The more words you have the more your message becomes convoluted.

Stick to short and actionable phrases that are clear and direct. Ideally, limit yourself to three or four words and five or six at most.

Speak in the first person

Most copywriters will tell you that speaking to readers in the second person (using the word “your”) is most effective. And while this is true for every other part of your copy, it’s not the best strategy for your CTA buttons.

One study pitted a button with the word “your” against another with the word “my”, and the one that used “my” converted 90% better.

The numbers don’t lie—first person is the way to go with your CTA buttons.

Create a sense of urgency

Want to know what works better than asking someone to take action? Asking them to take action right now.

If you have a limited time offer great—make that clear before your CTA, within your CTA, or both.

However, if you don’t have a limited time offer that’s okay. Simply adding “now” or “today” to your button text will create a little urgency and encourage readers to take action at that moment.

Use multiple buttons

You want to make it as easy as possible for visitors to take the next step. If someone has to search around your page for the CTA button they’ll likely lose interest and leave.

That’s why you should always sprinkle CTA buttons throughout your page, ideally at the end of each section.

That way when someone is ready to submit their info or sign up there’s a button right there for them to click.

Test, test, and test some more

Sometimes you can follow all the best practices we’ve listed here and your buttons will still underperform. That’s why A/B tests are a marketer’s best friend.

Test a few different color and text combinations to see what converts best. You might be surprised by which button emerges as the winner.

Use the tips above to create high-converting CTA buttons on your landing pages, website, and in emails so you can grab a few more leads for your business.

Happy marketing!

Now Take Your Next Step

Want more ideas to boost your landing page conversion rates? Download our 2022 Landing Page Lookbook to inspire your next campaign.?