Many businesses have websites or apps to promote their products and services online. At times, you might find a brand with many loyal customers while another site has few users. The difference between them is the success of customer engagement promotion efforts.
Digital products usually have various elements serving this purpose. One essential design component is the Call to Action (CTA) button, which can attract more website visitors. Thus, UX designers should understand how to create the CTA buttons to maximize the web product’s effectiveness.
When it comes to CTA creation, designers typically consider numerous factors. Each decision must align with the product and business objectives, from color combinations to the button’s placement. Thus, you need to work with a professional UI/UX design agency to achieve impressive results.
In this guide, we explore how UX designers can create persuasive CTAs.
What Is A CTA Button?
Call to Action buttons are UI design elements used in web development. These buttons prompt users to complete specific actions on your website or app. It could be signing up, getting information, purchasing an item, etc.
The major objective of such buttons is to generate leads and increase product sales. So, designers create striking, attention-grabbing buttons to compel customers to take action. For instance, red buttons are powerful and result in high conversion numbers.
Factors Influencing Successful CTA Button Design
Size
Your CTA button’s primary purpose is to grab page visitors’ attention. You can capture the visitors by creating big buttons to show the significance of the action. Size is critical since it increases the button’s visibility, helping users notice the action controls.
As a designer, ensure the button stands out on the interface by making it reasonably big. Customers will notice and click a larger button on your website or app. However, you need to maintain the size within reasonable limits. The button should not interfere with the design composition and layout.
Carry out due diligence to understand the standard guidelines on button sizes to create effective designs. For instance, Apple recommends that mobile interface CTAs be around 44 x 44 pixels. So, sticking to this sensible size will not overwhelm the UX design, while larger buttons may look out of place.
Button Color
Apart from having a good size, your button should be of a consistent color. The human subconscious is responsive to different colors. In psychological terms, colors can sway your emotions and mood, influencing your decision-making abilities. Thus, using the right color will make site visitors notice the button easily.
Besides, the colors affect how users perceive action. Most UX designers use bright colors like red or orange on the buttons to attract attention. Red is a powerful color that conveys confidence, while orange is a warm and energetic color. Thus, it is advisable to research more on the colors and their meanings before picking your color combinations, not forgetting to choose among those complementary to your brand colors.
Moreover, ensure you are familiar with the color preferences of your target users when it comes to color selection. This knowledge will help you to generate leads and increase conversions. Finally, make the buttons more striking by using contrasting colors. The buttons must be different from the interface’s background and other design components.
Button Shape
The button shape influences people’s perception when it comes to completing certain actions. Recently, designers used rectangle-shaped buttons to encourage visitors to click. But today, UX designers prefer rounded squares or pill shapes. These design trends draw more user attention and result in higher click rates.
Here are some shapes with meanings:
• Rectangle and square – strong, reliable, and secure.
• Triangle – stable, dangerous, and exciting.
• Circle and oval – universality, eternity, and mystery.
• Abstract – unique and intricate.
Since the shape determines the component’s effectiveness, ensure you pick the right one that will attract more users to complete the intended actions.
Placement
The location of the action button on the site’s page can affect your website conversions. It would be best to place the button where visitors can see it at once. Otherwise, it might not be effective even with the right color and shape. Thus, understanding the button placement is crucial in generating more leads.
Research shows that most users scan a website to check if it is interesting. Thus, UX experts take advantage of this habit by placing the CTA elements in visible locations.
Here are two patterns that may help you understand an effective CTA placement approach:
• F-pattern
Users who open blogs or news websites use this pattern to scan the pages. It is usually applied when a website has a lot of content. The first section a user scans is the top menu; then they go down to check out the information in the middle; and finally, they read the content vertically.
• Z-pattern
This is another common skimming approach for sites or pages with less information. As the letter Z’s shape suggests, the customers skim the site starting from the top left side of the page, where the logo is usually located. They follow the pattern to the bottom right of the page, going through the main menu options and products displayed on the main page.
When you understand these patterns, you’re better positioned to place your action elements for maximum efficiency. The patterns allow you to know where the users place more emphasis when scanning the web pages, such as the top and bottom corners. You can also place the buttons in the middle of the page if your site doesn’t have a lot of content or design elements.
Microcopy
Microcopy is the tiny pieces of information you see on a web product. The copy gives users a hint of the action they are meant to complete. Generally, microcopy covers the web product instructions that guide users: the menu, error text, search, and terms of service.
The buttons’ microcopy informs the customers what action they are about to take by clicking. It can be registering on the site or subscribing to the product. No matter the action, short texts are usually more powerful and attention-grabbing.
Conclusion
CTA buttons are vital design elements that boost your conversion numbers and increase sales. Skilled UX designers know the CTA button design’s significance and how to improve its performance on web products. Thus, by working with experts in UX design, you are sure to maximize the click rate of your CTAs, achieving better sales, product adoption, and subscription rates.
