Unzipping the truth about buttons
Everyone loves a good mystery, but not when it costs them their conversion rates. Call to action (CTA) buttons play an important role in turning visitors to your website into customers. By optimising CTA buttons, you can amplify your conversion rates. Here’s Spitfire’s guide to unzipping the truth about buttons:
When it comes to buttons, it’s true that size matters but bigger isn’t always better. You don’t want to overwhelm the user. When talking about the size of the button it’s import to consider what else you are working with as you don’t want your button to look totally out of place. By the same token, a lot of designers make the mistake of creating buttons that are perfect from an aesthetic point of view, but that aren’t optimised for conversion. You want to find the perfect balance between what looks good and what stands out to your users.
Like the size, the colour of your call to action button must align with the overall aesthetics of your site. In saying that, you can’t click what’s not visible. Actually you can, but it’s not usually intentional and it’s super annoying. You want your critical conversion weapon to stand out as much as possible. Most studies suggest that green is the optimum colour. However, this evidence is circumstantial. A green button on a green website isn’t really going to stand out is it? The underlying intent is to create a CTA button that will stand out from its surroundings and invite user engagement. Many experts suggest that you start with contrasting colours and solicit the squint test. To do this, take a step back from your screen and squint your eyes. Only the most dominant features on the page should stand out to you; one of which should be your CTA button.
The placement of your call to action button on your website is critical to whether or not anyone will be interested in what you’re offering. This button is the gateway to your performance success and it is undoubtedly one of the most important features on the page. Your placement of the button should reflect its status. Place the button in uncrowded space, near to the top of the page, where it will be easily spotted by your customers and where it will lead to high landing page conversions. Make sure your button stands out from the other graphics on your page and that the graphic of the button itself invites engagement. A “green arrow” for example will promote more activity than a “red cross”. As suggested in our paragraph about button colour, consult the squint test again. It will ensure the size, shape and location of your button stands out on the page.
Understanding your user and their preferences can make the difference between a bounce and a conversion. Your best bet at mastering this art is to trial different buttons and measure their performance. Spitfire knows how to get people to push your buttons. You’re welcome to get in touch if you want more information.
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