Turning a passive user into an active one. This is the power of Call-to-Action (CTA) buttons. A CTA button is the place where you want your users to click to complete the desired action. By focusing on some key elements to refine your CTA buttons, you will not only help your users easily navigate your mobile app but also have a chance to increase your conversion rates.
How to Better CTA Buttons
You are right to be overwhelmed by CTA buttons. From choosing the right shape to its placement on a mobile screen, there are various elements you should consider. Let’s dive into creating the best CTA buttons appealing to users.
Following the footsteps of the users directs you where the user will most likely click on the CTA button. Arrange your content and button in a natural reading flow that eventually leads to the CTA button. For example, if we are talking about a registration screen, then most probably what you will see is first a headline, then blanks where users fill with personal information and a sign-up button. Easy to visualize, isn’t it? Why? Because our brains are used to this design that doesn’t distort the flow of information we provide. You should never force users to backtrack to click a button and search for that button. By understanding how your users are used to various structures and their paths in your app, you can have a higher chance of that click.
Create Visual Hierarchy
Although the screen size of smartphones is becoming bigger and bigger, they are still small. So, a suitable starting point of creating a visual hierarchy would be keeping the number of buttons limited. This practice not only lowers the competition on the page but also decreases the likelihood of decision paralysis.
The next thing you should consider is ordering the elements on the screen. One of the most important tools to implement a clear visual hierarchy and hence a powerful CTA button is size. A bigger button or a bigger copy attracts the users’ attention more.
By creating a visual hierarchy, you help users to prioritize and understand the tasks on the mobile screen.
Keep Thumb Zone in Mind
In 2011, mobile interface expert Steven Hoober established the phrase “thumb zone” to express the most comfortable area for touch with one-handed use. Placing your CTA button in the thumb zone increases accessibility, which is a key factor to smooth user experience and makes it more clickable.
Ease the Tapping
The size and white space (padding) have the power to affect the likelihood of clicks on your CTA button. If a user can’t spot and select the button, they can’t take the desired action.
Use white space around the elements (padding) gives some isolation to the components and also avoids confusion on the user’s side. Padding between buttons eases tapping.
Choosing the Right Copy
There is no need to remark on the importance of the copy on your CTA buttons. It is one of the most, if not the most, significant elements of your CTA button since it is directly conveying your message. Give an obvious reason why they should click on the button.
Your text size should be big enough to catch the user’s attention but shouldn’t seem intimidating.
Depending on your intent, you can try to create a sense of urgency or offer incentives to take action.
Although these tips help you improve your CTA buttons, the only way to bring your CTA buttons to a perfect level is through performing A/B tests and discovering what works best for you and your users. Every user persona may require a different styling or copy to click your CTA button. So keep testing.
CTA buttons may seem ordinary, but they are very important for conversion. If you want to make your CTA buttons even more effective and increase click-through rate (CTR) you can follow the above tips. As long as you keep the user front and center, you are on the right track. Discover now how you can fuel your CTA buttons with the power of stories.