Call to action buttons are a common component on any landing page. They are also found in online stores where every product has its button to start the purchase process. Perhaps, due to how common they are in a large number of websites, it is usual to think that they do not matter. However, since they serve to indicate the action to be performed to the user, they are a very useful component in any web page.
Since call-to-action buttons are essential on every page, you must learn to design them properly. And in this article, you will discover the elements that make up the call-to-action buttons.
The shape of the call-to-action buttons can also be adjusted to the visual identity of your brand. Although it is usual to see fully rectangular buttons, in certain cases, we can find buttons with slightly rounded edges. While in other places, the border is rounded so much that the shape of the button looks like a combination between an eclipse and a rectangle.
The form you decide to apply to the call-to-action button depends entirely on the personality of the brand and the other visual elements that make up the design.
As you should know, color is an element of any design that helps reinforce the communication tone. Depending on the culture, every color has a certain associated meaning, and people cannot avoid relating colors to emotions or feelings. So, as you should imagine, color is an essential component. This rule also applies to the call-to-action buttons, and changing the color of your buttons could increase your conversion rate.
The main purpose of the call-to-action buttons is to highlight, so they should be the standout element of the design. For this reason, you should use colors that make a good contrast to the background to achieve this purpose.
There is no ideal color for your call-to-action buttons. They may be of different colors because the decision depends on other factors such as background, brand identity, typography color, etc.
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The action phrase
It would not be a call-to-action button except the action you want the user to perform is included. Although the communication tone must be taken into account and as the personality of the brand is transmitted to users at the editorial level, it is also important to consider that specific action should be indicated. Instead of placing a general sentence such as “Click here,” ask yourself what is the final action that the user will perform when clicking on the button. Sign up for a service? Download a PDF file? Subscribe to a newsletter?
There are many reasons why app developers place a call-to-action button in the app. Focus on the action and consider the communication tone in which you should write the sentence that you will include in the button.
You should not only consider the phrase you will place on the call-to-action button, but also the font you will use for that phrase. Typography, like color, helps reinforce the message you want to convey. Although there are also neutral fonts that adapt to your design, there are others that do have a defined personality that you should analyze if it relates to your website.
The type of font you choose depends on the brand personality and the message you want to convey. Some fonts are ideal for titles because they have thick sticks and details that attract attention, while others will be better for body text.
In the case of call-to-action buttons, since you have limited space, the recommendation is to use neutral or simple fonts that do not have details. In this way, the phrase can be displayed correctly in smaller sizes.
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The position is another factor that you should consider when using call-to-action buttons. As we have already mentioned in previous points, the purpose of these buttons is to attract attention and encourage the user to click the button. In these pages, the elements you use are aimed at convincing visitors to perform the action indicated on the button. As the call-to-action button is a central element of the design, you must consider the ideal location of this button. It is recommended that the user can view it without having to scroll down.
As for the exact position, it is usually placed in the lower part since the upper part contains the title, subtitle, and images. You can place the button on the left, right, or even in the center, although it is much more common to find call-to-action buttons that are alienated on the left.
Call-to-action buttons, if designed correctly, can improve the conversion rate of your website. Even on pages such as online newspapers, there may be a call-to-action button to subscribe to the newsletter.
All the elements that make up the button have the power to impact users and their decision to perform the indicated action, so you should carefully consider how to design these buttons.