The role of the CTA button in a landing page

Creating a landing page itself is not difficult, but designing one that will translate into profit can be quite a challenge. Today, we will take a closer look at the value of the “call to action” button in a landing page.

The landing page itself is only an element of the entire online campaign, but its effectiveness can affect the success of the overall assumptions. The main goal of the LP is to sell the goods offered, acquire inquiries and increase the mailing base. The way to achieve the assumed goals is the call to action button, which encourages the person to perform the desired action. What should you remember when creating a CTA button so that it increases the number of conversions? Below you will find a few tips.

Color scheme

It is difficult to answer the question unequivocally which color of the CTA button will be the most effective. However, one thing is certain – the recipient who has reached the landing page must immediately know where to click. The selected color scheme of the CTA button should therefore contrast with the background of the entire page so that it clearly stands out among other elements, while matching the entire style of the page. The psychology of colors and the impact of each color on recipients can be useful in this regard (graphic below). This topic should not be underestimated, because it affects the decision-making of a potential customer and increases conversion.

One button

The saying “too much is unhealthy” also applies to buttons. There should only be one call to action button on a landing page. Although placing several of them is not common, it is still worth mentioning. More than one button confuses recipients, and as a result – reduces the chance of clicking on any of them.

Proper visibility

It is not only the color scheme that affects the visibility of the CTA slogan. The most characteristic shape of this button is a rectangle (of course, other shapes are also acceptable, but then you need to make sure that users recognize it as an element that can be clicked), which must be of the right size so that it is easy to locate. A button that is too small may be unnoticed among other graphic elements, while a button that is too large will cause the other elements (including the offer) to be overwhelmed by it. The right size of the button will be visible when scanning the page with your eyes, including the mobile version.

Text layer

Now that we have discussed the graphic layer, let’s move on to the text. The slogan on the button must express maximum benefits for the recipient. In other words, it should be the answer to the question “why should I click on it and what will I get out of it?” This content should call to action (hence the name “call to action”), which is why it is almost always in an imperative form. The selection of appropriately specified phrases is to encourage potential consumers to take action. This slogan should be as short as possible and precisely inform about what will happen after clicking the button, e.g. “start shopping”, “download the newsletter”, or “order free samples”.

A little tip at the end…

A landing page without a call to action button practically does not exist. However, even a button with the best slogan, placement and colors will be of no use if after clicking it the user is taken to the wrong place. So make sure at the very end that clicking the CTA button will lead to the right page.