I frequently come across answers that focus on how to write your call to action (CTA). And for good reason. What you say and how you say it is critical to how effective your CTA is.  However, you should also take note of other key considerations. For instance, placement, typography, color, sizing—all these are equally important.

Remember, every decision you make about your CTA revolves around the user. You want to give them:

•     A design that features a streamlined aesthetic.
•     A customer journey that’s clear and easy to follow—from point of entry to conversion.
•     A CTA that stands out and captures their attention.

That said, let’s start with:

1. CTA placement

A big point of contention for CTA buttons is whether you should place it above or below the fold.

According to Kissmetrics, the answer lies in how complex your page is. Shorter pages with brief information and shorter content might benefit by putting the CTA above the fold. Easily skimmable content means they can effortlessly glance at the copy and still make a positive decision to take action on your CTA. On the other hand, longer pages mean visitors will need more information about your product or offer.

In terms of whether you should place the button on the left or the right of the page, this can be answered by the Gutenberg Diagram. According to the diagram, users go through a page following a Z pattern. Therefore, it makes sense to make sure that key elements you want your audience to pay attention to are placed along this path. To that end, the final point of the Z will end on the right, and this boots the possibility of visibility.

2. CTA color

While you should definitely take note of your page’s overall aesthetic and make sure everything is designed professionally and beautifully, your CTA button should stand out.

This means choosing a CTA button that is in stark contrast with the rest of the page. Don’t leave your visitors wondering where to click. After convincing them to take positive action, you wouldn’t want to lose them simply because they don’t know what to do next.

3. CTA size

In the same way that you’re choosing a CTA color based on its ability to capture audience attention, be sure that your CTA button is equally visible in terms of size. You don’t want it to be so small that it gets lost in the page; but you don’t want it to be so big that it feels obnoxious and imposing.

Bottom line?

I don’t think there’s a cut and dried approach to designing CTAs. Despite following best practices and design benchmarks, it all comes down to what works for your company. So, I would always recommend testing to determine and figure out your options.

If you need help crafting the perfect CTA, give us a call and I’d be happy to personally assist you. If you have any questions, be sure leave me a comment below.