What are the key elements of CTA button design?

Deep dive 

A specific, clear CTA can boost conversion rates by up to 161%. It’s one of the most effective tools for impacting business results. You'll spend significant time refining these elements—through brainstorming, testing, and iterating. 

Let’s explore the core aspects of CTA button design to guide you in the right direction. 

Primary button vs. CTA button

A primary button and a CTA button often serve similar purposes but differ in context and usage:

• Primary button is the main button on a page or interface that highlights the most important action a user can take, such as “Submit a Report” or “Complete a Task”. There is usually only one primary button per section, helping to guide users toward completing a key task. It's often visually distinctive (e.g., bold color, large size, prominent placement) to stand out from other UI elements.
• CTA button encourages users to take a specific action that usually aligns with a business goal, such as "Sign Up," "Subscribe" or "Get Started." It often overlaps with a primary button in terms of its importance but is more focused on driving conversions or leading users toward a desired outcome.

In practice, a CTA button can also be the primary one, especially when its purpose is aligned with a business objective. However, a primary button doesn't always need to be labeled as a CTA—it could simply represent the most important action on a page, like submitting a form or continuing to the next step.

What is the impact of a CTA button design on conversion rates?

The best call to action buttons directly impact conversion rates. They’re specifically designed to guide users toward a desired action that supports business goals. 

It grabs attention, communicates a clear message, and encourages users to take action. A contrasting color, prominent and relevant placement, appropriate size, and a concise, human-centered message all clearly communicate the button's purpose and encourage users to engage.

Without a clear and effective CTA, users might leave a website or application without taking any action, resulting in lost conversion opportunities.

Here are a few numbers to back this up: 

• Open Mile saw a 232% increase in conversions after decluttering their landing page and adding white space around the CTA. 
• The Vineyard improved their click-through rate by 32.12% by switching from a text-based CTA to a button and making it more noticeable.

What is the relationship between CTA buttons and other UI elements?

CTA buttons must work in sync with other UI elements to drive engagement and guide users through interactions. 

Here's how they relate to other UI elements:

• Navigation сomponents: CTA buttons often work in tandem with navigation menus, links, and tabs to guide users toward desired actions. While navigation helps users explore, CTA buttons encourage them to take a specific action like booking a demo or signing up.
• Visual hierarchy: CTA buttons need to stand out in the visual hierarchy. Place them in prominent areas relative to other UI elements like text, images, or secondary buttons. This way, they attract attention without overwhelming the design.
• Feedback elements: After interaction with a CTA element, users expect feedback through confirmation messages, loading animations, or error notifications. This confirms the action and tells users what to do next.
• Content and images: CTA buttons are often supported by content and visuals that give users context, helping them understand why they should take action. They should work together with text, headings, images, videos, and icons to drive a specific response.
• Forms and inputs: In forms, CTA buttons work closely with input fields (like text boxes or dropdowns), guiding users to submit data or move to the next step. The design should make it clear that completing the form leads to the desired action.

What defines a strong CTA button?

Size

Size is a key factor in distinguishing UI components by their importance. Larger elements naturally attract more attention. Increasing the CTA button size can boost click-through rates by up to 90%. Hence, call to action elements are often designed to stand out through their size. 

However, it’s important to balance visibility with design. A CTA button should be noticeable and easy to find, but not so large that it disrupts the visual hierarchy.

• Apple recommends a minimum button size of 44px by 44px.
• Google suggests a minimum of 48px by 48px.
• WCAG guidelines recommend buttons be at least 44px by 44px.
• We recommend starting from 40px in height, depending on your design system.

Related reading: What should be considered in app button design?

Color and shape 

When it comes to shapes, it's best to stick with familiar design patterns. 

• CTA buttons are usually horizontal rectangles because users recognize this shape as a button. 
• Rounded corners can also be effective, as they help focus attention on the button's content by guiding the eye inward.

When selecting the best CTA button colors, consider the application's overall color scheme and the preferences of your target audience. 

☝️Ensure that the buttons and background colors have enough contrast to make the CTAs stand out from other UI elements. The contrast ratio should be at least 3:1 according to the Web Content Accessibility Guidelines (WCAG) Level AA standards.

Test different color variations. It can significantly impact conversions: 

• Changing the CTA button color can boost conversions by 21%.
• Demio improved its conversion rate by 57.79% by making the CTA button larger and darker.

Related reading: Do different cultures perceive colors differently? and What’s a shape and what role do shapes play in design? 

Placement

The placement plays a big role in how effective call to action elements are. If they're tucked away in spots users don’t naturally look at, even eye-catching colors and sizes might not help. 

Usually, people scan a page first before deciding to dive in. Use this behavior to figure out where users’ eyes tend to go and position CTAs right in those areas.

There are two main scanning patterns: the "F" and "Z" patterns.

The F-pattern is common on pages with lots of content, like blogs or news sites. Users usually start by scanning a line across the top, then move down and read across a shorter line, and finally skim down the left side, where they focus on keywords in the opening sentences of paragraphs.

Source

Ideal spots in this case include:

• The top left or top right of the page, where users first scan.
• Midway down the page along the left side, near the start of paragraphs, or in areas where users pause to skim content.

On less content-heavy pages, like landing pages, users often follow the Z-pattern. They scan from the top left to the top right, then move diagonally to the bottom left, and finish with a line across the bottom.

Good spots in this case are:

• The top right corner, where users end their first horizontal scan.
• The bottom right corner, where users complete their Z-shaped scan.
• For emphasis, a CTA can also be placed in the center of the page, especially if the layout is clean and not cluttered with other elements.

Source

Related reading: How do I design for common reading patterns?

Try out different placements, as it can have a big effect on conversions. For example, Michael Aagaard, a conversion optimization consultant, saw an impressive 304% increase in the conversion rate of a long landing page simply by placing the call to action element at the bottom.

Microcopy

A CTA button text can also have a major impact on conversion rates. PartnerStack, a partner ecosystem platform, boosted its conversion rate from 6.66% to 14.09% (+111.55%) by changing its homepage CTA from “Book a Demo” to “Get Started.”

You're more likely to work with UX writers, but here are a few fundamental and universal tips to keep in mind:

• Use active verbs: Start with action-oriented words like Get, Download, Start, or Join to inspire users to take immediate action. 
• Keep it short and specific: The best CTA button text is concise and clearly explains what the user will get. For instance, replace "Learn More" with "Access Reports."
• Highlight the benefit: Focus on the immediate benefit. For instance, instead of "Subscribe," use "Get Data Insights." 
• Personalize the message: Tailor the button to the user’s experience. For example, change “Start Trial” to “Start Your Free Trial.”
• Avoid ambiguity: Ensure users know what happens next. Instead of "Click Here," write "Start Free Demo."
• Use first-person language: Make it feel more personal by using first-person phrasing. For example, use "Claim My Discount" instead of "Claim Discount."
• Match button copy to action: Ensure the button reflects enterprise actions. Use "Proceed to Dashboard" instead of "Next."

Test different variants, as what works well in one context may not perform as effectively in another. 

How to improve the effectiveness of CTA button design through testing?

A/B testing is one of the most reliable methods to gather data-driven insights on what works best for your users. Here’s how you can approach testing effectively:

1. Set up A/B tests: Start by creating two versions of your CTA button that differ in a specific element. This could be the text (e.g., "Sign Up Now" vs. "Get Started Today"), the size, color, or its placement on the page. Ensure that these changes are isolated for each test, so you can accurately identify which factor impacts user behavior.
2. Measure key metrics: Define the primary metric you want to improve—usually conversion rate. Along with CVR, track secondary metrics like engagement, click-through rate (CTR), or how far users scroll to find the button, particularly for mobile apps. For instance, if users aren't scrolling far enough to see the CTA, consider placing the button higher on the page or using a sticky call to action bar to maintain visibility.
3. Analyze results and iterate: After gathering data, compare the performance of each variant. If a specific change results in higher conversions, implement it as the new control. From there, continue testing other elements.
4. Optimize for mobile and web: User behavior varies across platforms, so what works on a desktop might not be as effective on mobile. Pay attention to how users interact with CTA buttons on different devices. In mobile apps, users often have less screen space and different navigation habits, so optimizing button placement, size, and visibility is essential.

HubSpot's mobile CTA button A/B testing

Although this example isn't from the enterprise app setting, it’s still an inspiring one that deserves mention.  

HubSpot conducted an A/B test on mobile CTA design to address key issues: 

• Mobile users were 27% less likely to click through CTAs compared to desktop users.
• Less than 75% of mobile users scrolled far enough to even see the call to action.

A/B test method: HubSpot tested four different versions of their mobile page. The primary metric was conversion rate, and the secondary metrics measured were CTA clicks and engagement.

• Variant A (Control): The traditional placement of CTAs remained unchanged.
• Variant B: Redesigned the hero image and added a sticky call to the action bar.
• Variant C: Only the hero image was redesigned.
• Variant D: Redesigned the hero image and repositioned the slider.

Results: All test variants outperformed the control, with the following increases in conversion rates:

• Variant C: 10% increase in CVR.
• Variant B: 9% increase in CVR.
• Variant D: 8% increase in CVR.

HubSpot projected that implementing variant C on mobile could lead to approximately 1,400 additional content leads and nearly 5,700 more form submissions each month.

Learn more about the case: 11 A/B Testing Examples From Real Businesses

☝️A/B testing is not a one-time process. Regularly test new ideas and CTA button best practices as your audience’s preferences and behaviors may evolve. 

The rationale behind CTA button design 

The impact of CTA button design on conversion rates is deeply rooted in cognitive psychology, visual perception, and user behavior patterns. Understand these principles to create more effective calls to action:

Cognitive load theory

CTA buttons should minimize cognitive load, making it easy for users to understand and interact with them. A well-designed button reduces the mental effort required to make a decision, leading to higher conversion rates.

Color psychology

Colors evoke different emotions and can influence user behavior. While there's no universal "best" color for CTA buttons, understanding color psychology can help you make informed choices.

Related reading: How do I choose colors that align with the app’s purpose and functionality?

Principle of least effort

Users tend to choose the path of least resistance. A well-designed CTA button should make taking action feel effortless and natural within the user's journey.

Hick's Law

This law states that the time it takes to make a decision increases with the number and complexity of choices. By having a clear, singular CTA, you can reduce decision paralysis and improve conversion rates.

Gestalt principles

These principles explain how humans perceive and organize visual information. Using principles like proximity, similarity, and figure-ground can help make your CTA button more visually appealing and effective.

❓Questions designers should ask themselves

By asking the right questions, designers can question their decisions, find areas to improve, make sure nothing is overlooked, and reduce mistakes, leading to better, more thoughtful designs.

• Does the button stand out visually without clashing with the overall design?
• Is the button easily clickable/tappable on all devices?
• Does the button text clearly communicate the action and value proposition?
• Is the button placed logically within the user's journey?
• Have we considered the emotional impact of our color choice?
• Does the button design align with our brand identity?
• Are we using visual cues to guide attention to the CTA?
• Have we implemented appropriate hover and click states?
• Is the button accessible to users with disabilities?
• Are we consistently testing and iterating on our CTA design?

⚠️ Common mistakes to avoid

Learning from your mistakes is important, but many problems can indeed be predicted and avoided. Based on Cieden's collective expertise, we're sharing the most common ones.

• Overdesigning: Adding unnecessary elements that distract from the core action.
• Ignoring mobile users: Failing to optimize button size and placement for touch interfaces.
• Using vague or passive language: e.g., "Submit" instead of "Start Your Free Trial"
• Misalignment with user expectations: Placing CTAs before users have enough information to act.
• Inconsistent design: Using different styles for similar actions across the site.
• Neglecting contrast: Making buttons blend in too much with the background.
• Ignoring cultural differences: Not considering how colors or phrases might be perceived in different markets.
• Overusing urgency: Creating false scarcity that can erode trust.
• Neglecting A/B testing: Relying on assumptions rather than data-driven decisions.
• Focusing solely on aesthetics: Prioritizing looks over functionality and clarity.

👥 How to convince stakeholders

One of the most crucial skills for a designer is being able to explain and back up their ideas. If you're having a hard time convincing stakeholders, take a look at our tips to help you communicate better.

• Present data-driven arguments: Share case studies and A/B test results showing the impact of CTA design on conversion rates. Use heatmaps and user recordings to visually demonstrate how users interact with CTAs.
• Conduct a competitive analysis: Show how competitors are optimizing their CTAs and the potential advantage of improving your own.
• Emphasize ROI: Calculate the potential revenue increase from even a small improvement in conversion rates.
• Use before-and-after mockups: Create visual comparisons to illustrate the impact of proposed changes.
• Leverage psychology: Explain the cognitive principles behind effective CTA design to add credibility to your proposals.
• Propose low-risk experiments: Suggest A/B tests or limited rollouts to prove concepts before full implementation.
• Align with business goals: Frame CTA optimization in terms of overarching business objectives and KPIs.
• Share user feedback: Present qualitative data from user testing or surveys to support your recommendations.
• Demonstrate industry best practices: Show examples from respected brands to illustrate the importance of CTA optimization.
• Offer a phased approach: Present a step-by-step plan for testing and implementing changes to make the process less daunting.

💡 Methodologies 

These methodologies will make your job easier and more effective. 

• HEART Framework: Helps measure the user experience of CTAs through Happiness, Engagement, Adoption, Retention, and Task success metrics.
• Jobs-to-be-Done (JTBD): Focuses on understanding the user's core motivations, helping craft more compelling CTA copy and design.
• Kano Model: Assists in prioritizing CTA features based on their potential impact on user satisfaction and conversion rates.

🛠️ Useful tools 

These tools will make your job easier and more effective.

• Attention Insight: Uses AI to predict visual attention and create heatmaps, helping designers optimize CTA placement and visibility.
• UserTesting: Provides quick video feedback from real users, offering insights into how they perceive and interact with CTAs.
• Optimal Workshop: Offers tree testing and card sorting tools to optimize information architecture and CTA placement within user flows.
• VWO (Visual Website Optimizer): Provides advanced A/B testing capabilities specifically for CTA optimization, including multivariate testing.
• Lyssna: Offers five-second tests to gauge first impressions of CTAs and preference tests to compare different button designs.

🤝 Credits

Our content combines the knowledge of Cieden’s designers with insights from industry influencers. Big thanks to all the influencers for sharing awesome content!

• The importance of call-to-action buttons in conversion rate optimization by Jimit Mehta
• Call for Attention. UI Design Tips on CTA Button by Tubik 
• 11 A/B Testing Examples From Real Businesses by Hubspot