Technology April 11, 2016 Last updated September 18th, 2018 1,643 Reads share

Important Parameters While Designing An Effective Call To Action

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Have you ever come across a button saying “Download” or “Install” whenever using an app? Or, do you remember that “Submit” button whenever you fill up a form within an app?

These are just a few examples of what we know as a “call to action” (CTA). As the name suggests, CTAs are those buttons that perform an action based on a user call. The action could possibly be downloading or installing an app, submitting a sign-up form, buying a product or service online, making online payments, and lots more.

A call to action (CTA) button connects an app with the users, by providing them with a bridge for getting access to the app features on their smartphones. With a wide range of apps present in the app store, it has become vital to create CTAs that instantly connect with the users. An app’s success totally depends upon the extent to which users get moved to act upon these buttons. CTA success majorly depends upon the app relevancy to the users based on the content they see and functionalities they expect.

You see a broad variety of such buttons all over an eCommerce site like grabbing deals or offers, signing up for an account or newsletter, finding out about products or services, and more. Whether an online store, or other standalone products based websites, the primary goal of a CTA is to convert visitors into prospective leads, and these hot selling leads into lifelong customers.

Do’s and Don’ts while dealing with Call to Actions

It is very important to design such buttons that grab user attention, not letting users have any doubts while executing them. The text present within these buttons play an important role in either catching user eyeballs, or diverting them away. Let us see a detailed comparison of text to be used:

Words to use

“Learn more” – Tells users to explore information and learn something new when a call to action is executed.

 “Get started” – Grows excitement within the users to start with something that is exciting and relevant as well.

“Register today” – Creates urgency among users to register as soon as possible before the time or opportunity runs out.

“Grab my copy” – Lets users be enthusiastic of downloading something valuable, and only a few of them stand a chance to grab it.

Words to avoid

“Download” – It is a big “NO”, except in the case of downloading multimedia files or apps. The reason being it is a direct marketing approach, which is unpleasant.

“Buy now” – It is even worse to use compared to the download option. Such words create a sense of untruth and illegitimate offer in the minds of users being asked to buy.

“Order today” – Very similar to buy now with the only difference that it creates even more urgency than buy now, as if something will expire soon.

“Submit” – It is a better option to deal with when compared to above. However, common options become quite boring to deal with.

Things to consider

Call to actions play a vital part in lead generation and sales conversion. It is highly important for them to work effectively as a part of an inbound strategy. A few parameters when taken care of, will get you on the right track instantly.

  • Let action buttons suggest value after being clicked, keeping the relevancy factor impact.
  • Use contrast colors to let your action button have a contrasting effect.
  • Keep wordings simple as much as possible, to comprehend in the most transparent manner.
  • The message portrayed should not look offensive by any means.
  • An actionable copy should accompany with these buttons, allowing users to build confidence on the offering.
  • Use bright and bold buttons for a soothing visual experience.

Testing is equally important

The A/B test is probably the best measure to test the efficiency. Testing helps in enhancing efforts every single time you try to modify an action button for a better user experience. Certain basic techniques should help you with this.

Font and Background Color. Try to use just 1-2 colors, avoiding bright or unconventional shades.

Font Text. A font style should sync in rhythm with your website or app text. Choose font text with a striking and stylish effect with sophistication kept intact.

Alignment. Placing in terms of left align, right align, or center align is crucial. Most websites or apps prefer left or center alignment, depending on the requirements.

Shape. The shape should be as simple as possible with rectangle considered appropriate.

Size. Font text size when kept bigger, does look clearly legible to read, but should not look massive when compared to the website or app real estate. If kept smaller, it should be legible enough to read, and should not appear microscopic making it difficult for users to read.

Graphic. Using a design within a call to action button distracts users from seeing the actual text. Hence, try not to use any style, but still if you wish to do so then adapt a background with a transparent effect.

Tracking the success rate

Designing and testing the action buttons is just not enough. If you think your job is done just by integrating them within a website or an app, then you are badly mistaken. Scrutinizing the success is also necessary. This will, in turn, tell you to either make modifications or leave it as it is without making any changes. Let us look at the key metrics to track when analyzing their success:

Click Through Rate (CTR) – These are the % of people who have actually taken an action after clicking on a CTA, among all those who have just visited the action button, leaving their impression.

View Rate – These are the % of people who have not seen or used an action button, even after reading or filling in the details.

Submission Rate – These are the % of people who did make the use of an action button, after reading or filling up the details.

If you have any suggestions about an effective call to action please comment below.

Images: ” Call to Action  /


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Ashesh Shah

Ashesh Shah

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