An effective call-to-action (CTA) can increase conversions significantly. Directing a user to perform a single action is essential if a business wants to see the desired results. In other words, if a user does not know what to do or how to do it, they will not fulfill the action.

Crafting effective call-to-actions is really important, but it also involves many nuances. “Order now” or “Book a demo today” are textbook examples of CTAs, but they may not deliver the desired outcome for every product or company. The connection between the conversion funnel and CTAs is another important consideration, as the action must be tailored to match a user’s particular awareness at each stage of their journey.

These are two common mistakes businesses make when creating CTAs. Here are others:

• Poor design choices: A CTA is unappealing or unnoticeable

• Too many CTAs: Users become overwhelmed or confused

• Confusing copy: It is unclear what a CTA does

• Misplaced CTAs: Call-to-action must denote users' problem to make them take an action 

Avoid ineffective CTAs with these seven strategies

Enhance CTA visibility

• Utilizing contrast and white space: Simply put, users need to see your CTA in the first place. Contrast helps the eyes to notice images and text, which is why white spaces and different colors help improve readability and visibility.

• Strategic placement techniques: A user needs to understand why they are taking an action (learning more, booking a demo, or making a purchase). Ensure they have enough information but not too much; otherwise, they may forget why they want to take action or may not notice the CTA.

• Optimizing for mobile devices: Over 50% of web traffic comes from mobile devices. Adjust your CTAs and screens to be easy to read and understand for mobile users to increase a webpage’s audience.

Craft compelling CTA copy

• Using action-oriented language: The copy should give the reader a single action, such as “Book a demo,” “Order now,” or “Buy.”

• Incorporating value propositions: Together with an action, show what the user gets after when they click or tap the button. For example: “Save time on writing today” or “Book a demo to see how [product] saves you time.” 

• Personalized CTAs: Adapting a CTA’s text to different audience segments can increase clicks by 42%. For example, do not use “Save time” if this isn’t a pain point for your users.

Streamline CTA hierarchy

• Implementing primary and secondary CTAs: If a page offers users two options, such as download a free trial or purchase a plan, decide which will be the primary action for the page. These two CTAs should not compete with each other for users’ attention.

• Avoiding decision paralysis: Reduce the choices users can make with CTAs that stand out and direct them to a clear single action.

• Guiding users through the conversion funnel: Place CTAs appropriately throughout the text to align with users’ understanding of the problem and solution.

Align CTAs with user intent

• Matching CTAs to user journey stages: Consider using a copy that clearly explains the problem your company solves the first time a customer interacts with your website.

• Tailoring CTAs for different traffic sources: Understand how users find your webpage and create CTAs that match these sources. Someone searching for a solution will need a different CTA than a user researching a problem, for example.

• A/B testing CTA variations: Try different CTAs with various designs and copies to find the best match for your users.

Leverage visual elements

• Balancing images and CTAs: Any visual element should not compete with the CTA and distract the user from taking action.

• Using directional cues: Examples include arrows or adjusting images to indicate where a CTA and button are located so the user can move from element to element organically.

• Incorporating animation and micro-interactions: If they do not distract and add value to the page, these can enhance user experience and guide them to take action.

Optimize CTA design for accessibility

• Ensuring color contrast for readability: Follow accessibility guidelines to make your CTAs visible and easy to notice for all users. 

• Implementing keyboard navigation: Increase the number of users by providing access through keyboard controls. This means making the CTA button accessible without a mouse or touchpad. 

• Providing alternative text for screen readers: Create the same experience for all users with accessible descriptive text that programs will read automatically.

Implement data-driven CTA strategies

• Utilizing heatmaps and click tracking: A CTA will not lead to action if users do not notice it or lose interest before they reach it. Use analytics to guide CTA placement.

• Continuous improvement through iterative testing: Effective CTAs can lose relevancy and effect over time. Create alternatives to test regularly to maintain conversions.

• Continuous improvement through iterative testing: Effective CTAs can lose their relevancy and effect over time. Create alternatives to test on a regular basis to maintain conversions.Putting CTAs to work for your page

There may be many nuances involved in creating effective CTAs; however, it is possible to summarize these strategies in three points:

1. Make CTAs visible

2. Keep the copy clear and concise

3. Personalize the text for users 

Following these rules will increase the chances that CTAs guide users to perform the desired action.

There is no single correct CTA for any page. Users and markets change, and CTAs need to be adjusted accordingly. Ongoing optimization will ensure that copy and visuals remain relevant for the page and audience.

Finding the right tools to do this can be a challenge. Optimal UX lets businesses A/B test their websites with different CTAs and other changes to find the right option. It takes a few minutes to start and no credit card is required for the free tier.

Give it a try for free to see how it can increase conversions on your website today.