Call-to-Action is an instruction to the audience which provokes an immediate response, it is something that guides the users to the selling areas of your website. A key player when it comes to understanding the fair statistics about user behavior it helps you to plan future strategies.With the ever-changing market and needs of consumers, supply too has become dynamic today. The demand and supply curve always shows the demand as a negative. As a supplier, you need to define your business goals and create your website accordingly. A vital part of a website, that helps you in generating leads and convert them to customers is the “Call to action” buttons.
Call to Action is a methodology that ensures visitors to do something on your website. One end result that you get for sure is building a database. A database of people clicking on subscribe or contact form. This is vital in case of a coming soon website, you want to gather data of all the prospective clients by encouraging them to subscribe to your newsletters. This is one of the most basic and important reason why a call to action should be incorporated in your website.
Why a Call To Action
Call to action buttons can serve a variety of functions. The most popular example of call to action in web interfaces comes in the form of clickable buttons that when clicked, perform an action (e.g. “Buy this now!”) or lead to a web page with additional information (e.g. “Learn more…”) that asks the user to take action. All it means is that it’s main purpose is to get a visitor to your site to do something. That something could be adding a product to their shopping cart, downloading something, requesting information, or just about anything else.
Because of the varied purposes, a call to action buttons has, you need to consider a lot while designing them. The type of site, the target market, and the desired action can all play a role in how to best design a call to action button.
Types of “Call to Action” Buttons
There are a few different types of call to action buttons, but with only one motive that is to perform a certain action that be different. Below are some of the most common types of call to action buttons, select one as per your website
1. Add to Cart Buttons
For an e commerce site, CTA is the way to earn the bread and butter, though they use many CTA’s the most widely used one is “add to cart” button. These buttons generally appear on individual product pages. Their purpose is to entice customers to purchase an item. Common design elements in add to cart buttons include simple wording (such as “Add to Cart” or “Add to Bag” or “Buy Now“) and the use of icons (usually a bag or cart).
2. Download Buttons
Download buttons are basically for triggering users to download a newsletter or trial software or anything of similar nature. Here the buttons contain more text content than others like version and device compatibility, file size and so on.
3. Trial Buttons
The trial button is to entice your visitors to check out the sample of your product, generally in the form of a free trial. This could be a free download or a free account, depending on the particular site. The amount of text used is a personal choice of the designer.
4. Learn More Buttons
Learn more buttons are generally used at the end of a block of teaser information (often on the home page). These buttons are usually simple, but often oversized to attract visitor attention.
5. Sign Up Buttons
Sign up buttons appear most commonly in two different versions. The first type is usually directly associated with a sign up form. The second type is usually used in a similar fashion to “add to cart” buttons, as a way for users to purchase or sign up for a service or account, before they actually reach a sign-up form.
These are few types of call to action buttons. lets go through some call to action related points to be considered while drawing and designing the wire frame of a website.
Using Negative Space Effectively
You want your call to action buttons to stand out from the surrounding content and really command attention from your visitors.
Use of negative space around the buttons helps to grab the visitor attention. The amount of white space that you use depends on the usability of the button. For example add to cart button would always have a lesser white space as compared to the learn more buttons.
It’s important to balance the amount of negative space you have around the buttons with the size of the buttons themselves. It’s about proportion. You want your button, the space around it, and the surrounding content to all look like they go together, even with disparities in size. You may have to fiddle around with things a bit in order to get them looking just right.
- Make sure there’s enough space around your button so that it doesn’t feel cluttered.
- Negative space gives your call to action button makes it unique from the other content and sets it apart from other content of the website.
Size and Color
Size of your call to action button is extremely important, a too big button will overpower whereas a smaller button will be lost in the content. You want your button to be large enough to stand out without overwhelming the design.
Effective use of color helps you keep balance in the size of your buttons. For larger buttons, choose a color that’s less prominent within your design, whereas for a smaller button, you may want to choose a brighter, contrasting color to really make the button pop. In either case, make sure the color you use sets the button apart and does not affect the site’s overall design.
- Your call to action buttons should be appropriately sized as per the given page
- Use colors in contrast with the original design to make smaller buttons stand out more
- Use less distinct colors to make oversized buttons fit in better
- You call to action buttons need to grab attention without overwhelming your design
The words you choose to use on the call to action buttons can have a huge effect on conversion. Compare “Buy Now” with “Add to Cart“. One is much more urgent than the other one. Or how about “Try it for Free” with “Free Trial“? One is much punchier than the other and stands out more.
The language you use on your call to action buttons should be as precise, simple and to the point. Remember, your main motive is that a visitor knows what they’ll get when they click on the button. The moment they stop and question/wonder about the button, that’s the moment when you have lost a prospective customer.
Your font sizes is also important the text on your call to action button should be large and bold, properly suited to the size and color of the button itself. Make sure there’s sufficient contrast and that the text is easy to read.
- Use crisp and straightforward language
- Use a large, bold font on the button for the main text
- Make sure the language entitues for a specific action
Your call to action should be such that the visitor should act right away. You want to encourage them to make their decision immediately, on the spur of the moment. While this won’t work for every call to action button (especially those to purchase high-ticket items), for low-cost or free actions, having visitors click with little forethought is desirable.
- Encourage your visitors to act immediately
- Don’t give your visitors any reason to pause
- While urgency is important, don’t mislead your visitors in any way.
Provide Extra Information
Where apt, use your call to action buttons to give visitors extra information about what they’re going to get if they click on the button. This is most commonly seen with trial buttons or download buttons. Common examples of extra information include the length of time a free trial will last or the size of a file download. Version information is also commonly seen.
When including extra information, remember that you need to keep the focus on the actual call to action. Make sure that the text for the language enticing visitors to act is most prominent, with other information much less visible.
- Filter the extra information, add it only if required
- Extra information is only appropriate on some types of call to action buttons, most notably download or trial buttons
- Make sure the main call to action is still the most prominent text on your button
In case your website has multiple call to actions, prioritize them and design accordingly. Many call to action buttons of same size would not do good to the design of your website. This can be done in a number of ways, but the most common are through the use of color and size.
Use color to highlight the most important button on a page, or to make the less important ones seem less prominent. Or use size to make the most important button stand out (by making it larger) and de-emphasizing the less-important ones.
Icons and Images
Including visual hints in your call to action buttons can also help to increase conversion rates. An icon of a shopping cart on an “add to cart” button, for instance, or an arrow on a download button are both good examples. Think of unique icons to use, too, but make sure that the icon adds to the user experience by clarifying what the button is for, and doesn’t add any confusion. Abstract art in this scenario would be a total NO.
- Make sure the icons you use help clarify your button’s meaning, rather than confuse it
- Easily-recognized icons can immediately indicate meaning to your visitors
- Don’t be afraid to use less-commonly used icons, as long as their meaning is still clear
Use these tips and tricks while creating a website and design your call to action accordingly.
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