In this article, I’m going to discuss exactly what, why, and when a CTA button works effectively.
First, I will do some show and tell — pointing out some of the high-converting CTA buttons from around the Web. Unfortunately, things could get ugly, because I’m going to show you some bad examples, too.
The good example buttons contain features that contribute to their success. You’ll notice that I’ve taken examples from all kinds of pages (and even things that aren’t pages) so you can see how these are used in a variety of different contexts. In some cases, I’ve interviewed site owners and/or admins to discuss their approach.
I’ll show you each one of these exceptional features, so you can see how it brings the landing page a greater degree of success. Finally, I’ll give you a rundown of all the factors at the end. If you’re short on time, you can skip to the end to see the 6 characteristics in list form.
Keep in mind that there are a legion of factors that contribute to a high-converting landing page. CTA buttons are just one ingredient among many. An effective Web page doesn’t depend on the CTA button alone, but upon a lot of factors — some obvious, some not so obvious.
As factors go, however, CTA buttons are among the most important. If you get your CTA right, you’re conversions will go up. It’s just that simple.
1. They are buttons.
I hate to insult your intelligence in this way, but it needs to be said. CTA buttons are buttons.
- They are not text.
- They are not hyperlinks.
- They are not gifs.
- They are not memes.
- They are not black holes.
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The Daily Egg