Regardless of which page you’re optimizing, your primary CTAs (e.g. Add to cart, Checkout, Sign up) should stand out to a buyer that’s scanning the page. Create a natural flow for their eyes, like waypoints in a GPS app, to your key CTAs.
Each page has a primary action or actions that you want your visitors to do. For instance, product details pages aim to drive visitors to click Add to cart, while the cart page drives visitors to click Checkout. Your homepage and other pages may have more than one objective.
Focus on the objectives that are most important to you for that page and brainstorm how you can make the related CTA stand out on the page. Don’t let other page elements distract from or bury those CTAs. Try out different styles, verbiage, and placement to see what works best for your customers. Keep it simple.
You want to avoid letting the key CTAs blend in with other CTAs and the page itself due to poor contrast or due to design choices. Make sure that when the customer is ready to engage, they know exactly where and how to do so.
You’re looking to have the button stand out. One of the best ways of achieving that is to run colors that have high contrast against the background. Generate variations with a few different options to see what resonates with your audience. Keep in mind that you may want to also change font colors to compliment your new button colors.
Low contrast / does not stand out:
These example CTAs use a gray, subdued color that blends in with the other page elements, which are also gray.
High contrast / stands out:
These example CTAs use a bright color that makes them pop against the rest of the black and gray page elements.
What your CTAs say can be as important as how they appear. Your visitors might respond really well to a certain phrase or tone and be less engaging with others. Try different types of text/language to uncover what works and what doesn’t.
Example of alternate keywords for an Account creation CTA:
Brainstorm what areas of the page may help showcase important CTAs. You don’t want to make your customers hunt for the Add to cart or Checkout button, for instance. Make sure the CTA is visible (above the fold) when visitors land on the page.
Consider how you want the CTA to react as a customer scrolls on the page:
The area surrounding certain CTAs, like Add to Cart, is a prime place to showcase options, offers, and security features. Reflect on concerns customers might have or what you may want to promote as they’re considering clicking the CTA.
As the customer is thinking about purchasing this item and looking at the Add to Cart CTA, their eyes will naturally be drawn to the area around the button. Consider highlighting:
Some customers like to be reassured that their transactions are done securely. Consider adding a “secure lock” type icon with some language ensuring that transactions with you are safe and/or that you don’t share their info with any third parties.
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