This image shows effective call to actin buttons

4 Techniques To Create CTA Buttons That Convert Like Crazy

What is the one thing you want most for your website, landing page or Facebook ad?


As marketers we want our visitors to take action on our online pages, whatever they may be. We want them to download the ebook we spent several hours writing, or sign up for the service we spent several years developing.

We want some action and we want it fast.

What’s the fastest way for us to get some action (excuse the pun)?

Through conversion worthy CTA buttons.

What’s a CTA Button?

A CTA or a call to action button is essentially the button where all the conversion action happens.

WordStream defines call to action buttons as:

Buttons you use in your website and on your landing pages to guide users towards your goal conversion. It’s the part of the landing page that the user needs to click in order to take the action you want them to take.

The clickable element on any online web page that’s shaped like a button is a call to action button.

This is what a landing page CTA button looks like.

the image shows what a cta button should look like

The Salesforce landing page CTA button is dark blue over a light blue background, with an action-oriented copy that says “Watch it in Action”, the “it” in question here is the Salesforce demo which promises to “Grow sales with the world’s best CRM”.

This is what a website CTA button looks like.

this image shows what a website cta button looks like

The HipChat website has two CTAs above the fold; one is of a contrasting green color while the other is a ghost CTA. The copy for both the buttons urges the visitor to perform an action, “sign-up” or “start chatting” to be precise.

As you can clearly see, there aren’t many differences between a website and a landing page button. Both buttons are supposed to be contrasting, and they should have action oriented copy on them. As opposed to headlines, and copy- buttons primarily remain the same whether you put them on landing pages, sales pages or websites because unlike other page elements the object or goal of a button always remains the same, which is to drive action.

Knowing this one could assume that high converting buttons would be easy to create, that however is just an assumption, and a bad one at that.

Why Most CTA Buttons Fail?

Most CTA buttons fail to attract attention because of two primary reasons:

  • Bad design
  • They have generic, uninspiring copy on them

So, how do you create buttons that get you that click? Here are 4 techniques that enable you to create clickworthy CTA buttons.

1. Design Your Button in a Contrasting Color

This is really a no-brainer. Your CTA button is the last stop your visitor makes on your online webpage. The button is where you want them to end up which is why you need to make it contrasting enough to draw their attention.

Don’t miss your conversion opportunity by designing a bland button.

Do what AWeber does with their button.

this image shows what a contrasting cta button is

Not what Optin Monster does with their secondary CTA button.

optin monster button

This isn’t a button at all, it just looks like a clickable link.

2. Put Action Packed Personalized Copy on Your Button

Your CTA button should have action oriented copy on it, tell your visitors what you need them to do.

It is also essential that you personalize your button copy, instead of just saying “download” on your ebook landing page, why not say “download XYZ ebook to increase sales”.

Basecamp has personalized copy on their CTA button.

the image shows personlized cta button copy

This is not what I can say about the Constant Contact button.

contant contact button

3. Your CTA Button Copy Should Be In First Person

Phrasing your CTA button copy in the first person helps increase conversions because it allows the visitor to keep their thought process intact.


Well, your visitor comes on your page looking for something, this “something” could be a remedy for an achy back or an automated email marketing solution. Whatever your visitor is searching for, he’s thinking in his mind- “I need”, your CTA button should be a natural extension for this train of thought.

This is what we do with our CTA button.

ecopydesk button

So, you come on eCopyDesk thinking, I need help with my copy and this is exactly what the button says, reinforcing the fact that you’ve found what you were looking for.

Aaand, click.

4. Keep A/B Testing Your Buttons

A/B testing helps you increase your conversions, because the more variations you create the more you increase your chances of hitting the right chord with your visitors.

As far as buttons go, here are some ideas for your CTA buttons.

  • Test your button copy.
  • Test your button placement.
  • Test your button color.
  • Test your button size.
  • Test your button shape.
  • Test a visual cue with your button.

Content Verve has an entire reservoir of helpful button A/B tests that you can learn a lot from.

One test conducted on button copy involved changing the copy from “My” to “Your” lowered conversions by 24.91%.

the image shows button copy A/B test

Another test conducted by HubSpot on button color resulted in a red CTA button outperforming a green CTA button by 21%.

button color test

The button color you choose for your website or landing page depends on your page’s design aesthetic, so don’t blindly follow A/B tests, experiment with your own page and see what works best for your audience.

Creating the right CTA button is crucial for capturing leads and getting conversions. Don’t mess up your buttons, create them the right way and reap the right rewards.

About the author / Aisha Khalid

Aisha Khalid is a content marketer who writes about conversion optimization and copywriting. Some would say she is obsessed with optimization techniques that take meh content and transform it into something that readers can gobble up. She’s on a mission to stomp out all corporate, boring speak giving way to words that actually matter.

  • Robert Brown Farley

    Very nice explanation of CTA or call to action… We just recently moved our CTA buttons based on what we discovered following our heatmap study.

    • Aisha Khalid

      Glad you liked the post Robert. I’m curious to know where you positioned your CTAs after the heat map result?

      • Robert Brown Farley

        Based on our findings we moved one just under our initial NPA, then another about halfway down, then one near the footer.
        As long as we kept the topic short ( appx 350 – 500 ) our CTA button clicked, and clicked, and clicked.
        The longer ( appx 700 – 1k+ ) the topic the lower the click volume on CTA button.

        • Aisha Khalid

          That’s a great insight. As long as you keep the copy of the button action oriented and concise, visitors find it more appealing. What do you have for your CTA button copy these days?

  • Amy

    A great article on something so obvious but so effective.

    Amy @ Bright RED Digital, Web Design and Digital Marketing

    • Aisha Khalid

      Thanks for the comment Amy. CTAs are critical for your marketing success.

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