The full name of CTA is Call-To-Action, which is a call to action button and a key element in App and web design.
In the landing page design and production, the CTA button is a button control that guides the user to click and jump to the next process (such as purchase, contact, submission, etc.) after visiting the page. Its core goal is to guide users to take action, help the page improve conversion, and then bring value to the product.
What aspects need to be considered when designing a CTA button? What kind of CTA button is the most attractive to click? In this article we’ll explore design tips for CTA buttons.
An excellent CTA button does not have to be exquisite or unique, but it must conform to the basic design principles.
1. Be visually expressive
The core design focus of the CTA button is to attract users to click, so it must be clear, prominent, and visually expressive.
Contrast of color and size. When designing a CTA button, it can be compared with other elements on the page by means of size and contrasting color to highlight its presence and allow users to better recognize it.
The landing page also needs to take into account the design of the mobile terminal. In terms of size, the fit between the button and the finger needs to be considered to ensure that the button has the best click area.
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The emphasis of the button style. The prominent button style is also a way to attract users' attention. Generally, the CTA button is rectangular or round, and the common design style is flat or three-dimensional.
The three-dimensional button can effectively restore the appearance of the button in life, and play an emphatic role in the page space, so that users can know at a glance that they can click.
The flat style is suitable for landing pages with simple page design. In this kind of flat button design, it is necessary to pay attention to the selection and application of colors. In the case of ensuring a unified interface style, it is also necessary to ensure that users can find button elements smoothly. Guarantee the effect of page conversion.
2. Clear and unambiguous communication
The copy is concise and clear. When designing a CTA button, it is necessary to accurately convey the function of the button and express to the user what the "action" can be used to do, what problem to solve or what to get. The button copy should convey the content accurately and concisely, avoiding lengthy and ambiguous descriptions.
First-person intensification of emotion. The copywriting of the CTA button is to guide users to take "actions", and our actions are often affected by certain emotional factors. Using the first person "I" and "My" in the guide is more important than "You" and "Your". It has an emotional impact, allowing users to substitute emotions and generate "actions".
A descriptive statement heightens expectations. Because the prompt copy should not be too long, we can also use descriptive instructions to convey to users more benefits of the product to attract users, and increase users' action expectations. In the description, it can be the benefits obtained, the urgency of time, the scarcity of quantity, social motivation, etc.
3. Appropriate location layout
The design of the CTA button is the core of page conversion. In addition to the design itself, it is also very important to choose the appropriate position and layout on the page.
Common landing page CTA buttons have several placement situations: the first screen of the page, the middle and back end of the browsing page, and floating at the top/bottom of the page.
There is a certain correlation between the position of the button and the complexity of the page content, user action cost, and conversion purpose.
The first screen of the page: When the content of the page is simple, the user does not need to know more information, and the action cost is low, the user is more likely to click the button before browsing the content, such as the scene where the event guides the user to receive a coupon. There is almost no action cost, and users are more willing to click the button.
Browsing the middle and back end of the page: When the page has a lot of information and the user needs to pay a certain price for action, it is recommended to place the CTA button on the middle and back end of the page. For example, to complete the conversion goal, the user needs to provide contact information, follow, download, etc. The cost of user action is high, and the user will generally browse the page before making a decision. At this time, it is easier for the user to take action if the button is placed in the middle and back end.
Floating page top/bottom: On the landing page, the floating button is a very eye-catching reminder. Although it can always remind users to "take action", special attention should be paid when using it. Abuse may cause users to feel disgusted. The commonly used scenarios of the floating CTA button are generally to guide users to add WeChat, make calls, jump, download, etc., and deliver positive functions, that is, to facilitate user operations.
An excellent CTA button should eliminate the user's worries, so that the user does not feel that it is marketing, and it is easier to take action.
To summarize the design ideas:
Contrasting and prominent;
There are sufficient reasons for action;
In line with user behavior habits.
The above are the design methods and skills of the CTA button in the landing page that we have summarized. I hope that through this article, you can learn more about the CTA button.