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  • Web Design

CTAs That Drive Conversion

Written by Fransisca Smith

Maximise lead generation and conversions on your website with effective CTAs (Call-to-action).

Effective CTAs

A well-crafted CTA (call-to-action) can significantly impact lead generation and conversion rates when compared to a poor one, making designing and writing CTAs a crucial element of any website project. In this article, we discuss the key steps to creating and placing CTAs that drive conversion, exploring persuasive language and the role that web design, accessibility, and performance play in ensuring maximum impact.

What Makes an Effective CTA?

Before discussing the design and technical aspects, it’s essential to understand the core features of an effective CTA. Whether it’s a button, a link, or a form, a CTA should be created with the following in mind:

  1. Clear and Concise Language:
    The language used in a CTA should be straightforward and action-oriented. Use verbs that inspire action and urgency, or are personalised to the user, such as “Subscribe Now” “Get Started” or “Download Your Free Guide.”
  2. Relevance to Content:
    Align the CTA with the content you are promoting. If your content is to persuade the user to book a discovery call, the CTA should offer a relevant next step, such as a meeting calendar or contact details. Similarly, if you’re looking to promote an ebook or whitepaper, your CTA should clearly explain the next steps, for example, filling out a form to receive the downloaded content in an email. You should avoid irrelevant CTA text at all costs; nothing puts users off more quickly than clicking ‘Learn More’ and being sent to a contact form, for example.

  3. Visibility and Placement:
    CTAs should be prominently placed in strategic locations. The most effective placements are typically at the end of blog posts, within hero sections, or a consistent, static CTA in the header. Experiment with placement to identify what works best for your content and audience. A/B testing CTAs is a helpful method to determine what placements perform most strongly. 

Depending on the context, a strong placement can have an outsized impact on the conversion rate. For example, after a blog article, a CTA will almost certainly be in line with the left-hand edge of your paragraph text container. On an e-commerce product page, however, your CTA is almost certain to be in the right-hand column to be most effective. Conduct thorough research into relevant CTAs to ensure that your placement is as effective as possible.

  1. Contrasting Colors:
    Ensure that the CTA stands out visually by using contrasting colours that complement your brand identity. CTAs should visually stand out and be easily recognisable, but be careful to avoid CTAs that are too large or too bright, or they risk overshadowing your content.

  2. Mobile Responsiveness:
    64.4% of the global population access the web through mobile devices so it’s crucial to optimise CTAs for a variety of devices. 42% of users will leave a website due to poor functionality, which means testing CTAs is essential to ensure a seamless user experience across all devices. CTAs on mobile should be sized correctly to be easily tappable on mobile – with Apple recommending a minimum of 44 x 44 pixels for your CTAs. You should also be careful to ensure that CTAs are accessible within the thumb zone, to maximise reachability on larger mobile devices.

Mobile Responsive Design

Web Design Considerations

Web design plays a pivotal role in the effectiveness of CTAs. User-focused web designs align with your target audiences and where they are on their journeys, increasing the likelihood of conversion. There are several web design considerations to be aware of when maximising the impact of CTAs, such as:

  1. Clutter-Free Design:
    Clutter-free websites with strategic whitespace help draw attention to the action you want users to take. An increase in elements on a page or clutter reduces the probability of conversion by 95% so be sure to avoid overcrowded layouts that may distract visitors from important CTAs and content.

  2. Captivating Imagery:
    Use relevant, high-quality imagery to complement your website content and CTAs. Visually engaging web pages can help to encourage users to take desired actions and are shown to improve engagement rates. However, it’s important to ensure that the images you use are optimised for your website to increase accessibility and prevent slow website speeds.

  3. Progressive Forms:
    Progressive sign-up forms have the potential to reduce user friction and improve conversion rates. By offering users valuable content in exchange for quick and essential information, users are more likely to have a positive user experience with your brand. Progressive forms allow marketers to collect more information throughout the user journey, supporting the delivery of more targeted and relevant content.

  4. A/B Testing:
    A/B testing CTAs is an effective way to determine and optimize performance. To successfully run an A/B test, focus on one element at a time and assess it against the alternative. For example, you may choose to test a CTA’s copy to assess which performs better, or you might choose to test the CTA’s colour. It’s important to avoid testing too many variables at once or you risk complicating your analysis and the data you collect. 

A/B Testing CTAs

Accessibility Requirements

Creating an inclusive online experience is not just good practice; it’s also a legal requirement in public sector organisations. Adhering to accessibility standards, such as the WCAG 2.2, ensures that CTAs are usable by individuals with digital accessibility needs. It’s important to consider the following when creating accessible CTAs:

  1. Contrast Ratio:
    To meet minimum accessibility requirements, the contrast ratio between text and background colours should be 4.5:1 or 3:1 for larger text. This requirement helps users with visual impairments to easily find and read content. WebAIM’s Contrast Checker is an incredibly useful tool that can help you check the contrast of your CTAs to see if it meets accessibility requirements.

  2. Keyboard Navigation:
    Users with disabilities such as limited mobility and visual impairments may navigate websites with keyboards or assistive technologies. Therefore, it’s important for all interactive elements, including CTAs, to be accessible through keyboard navigation. This means meeting the minimum requirements for focusable areas and target size. We’ve discussed this in more detail in our recent WCAG 2.2 article.

  3. Responsive Design for Accessibility:
    A responsive design not only caters to different screen sizes but also supports accessibility. Users with disabilities may use assistive technology to navigate the web, so it’s important to ensure your CTAs are functional on a variety of device types.

Creating high-performing CTAs requires patience and lots of testing. The CTAs that will perform the best are those that are targeted to your audiences, reflect your brand, and are accessible to a wide range of users. Through testing, organisations can maximise lead generation and improve conversion rates, ultimately fostering a more positive brand and user experience. 

If you’re looking to update your website with more effective CTAs, get in touch with the team at Crucible. As a creative digital agency, we are happy to help you design effective CTAs that resonate with your audiences. 

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