One of the best ways to increase clicks and conversions is to optimize your Call-to-action (CTA) button. Optimizing your CTA buttons will not only increase click-through-rates but will also improve the following:

  • Email subscribers
  • Website engagement
  • Drive more web traffic
  • Direct users to other pages and increase dwell time
  • Etc

Call-to-action buttons play a crucial role in enhancing the success of your business. Why? Because these little buttons stir your buyer persona to action. It makes it easier for users to reach different areas of your site where your ultimate goal is to convert visitors to leads and paying customers.

Your CTA buttons are the motivational force that moves visitors to take decisive actions such as sign up for your email list or buy your product or services. For example, research proves that a simple call-to-action button can improve the conversion rate by more than 470%. That is, according to Wishpond.


These little buttons can help users to know what action you want them to perform. Hence, a straightforward call-to-action can make a huge difference in your business. Please read this post by Donna Merrill on how to use calls-to-action on your blog for profitable conversion.

But first, let us get to understand what a call-to-action is all about.

47% of websites have a clear call-to-action button at a strategic location that takes visitors only 3-seconds or less to see. - Go-Globe Click To Tweet

What Is A Call-to-Action Button?

Here is how WordStream described these buttons:

Call-to-action are buttons you use in your website, landing pages, email sign up, and so on to guide visitors to your conversion objectives. It is an element of your landing page that guides visitors to your site need to click to take specific actions.

Call-to-action are buttons you use in your website, landing pages, email sign up, and so on to guide visitors to your conversion objectives. - @WordStream Click To Tweet

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Why You Need A Call-to-Action Button?

As mentioned earlier, a CTA is crucial because it helps you expand your business. You can see these buttons in different shapes and sizes on websites with the primary goal of moving you to take action. They help to convert your site visitors into leads.

In other words, call-to-action buttons serve as a guide. It guides visitors through their buying journey. When you place these buttons on strategic areas of your site, the chance of people clicking your links or sign up for your email list becomes much higher.

So the fact that CTA buttons are so powerful and very important to your business, optimizing them properly will more than boost your conversion and click-through-rates (CTRs).

Here are some fantastic statistics we found on how terrific a CTA performs. It gives you more reason why you need to optimize your call-to-action copy:

  1. According to Unbounce, over 90% of web visitors who read your headline copy also read your call-to-action copy.
  2. Neil Patel’s QuickSprout noted that when the KissMetrics team added a call-to-action within a video content, the CTA generated 380% more clicks and 65% additional clicks within their Qualaroo survey.
  3. A post on the WordStream blog shows a dramatic increase in emails containing a single call-to-action button, with a whopping 370% more email clicks, and over 1600% extra sales.
  4. Furthermore, AdRoll shows that a call-to-action button placed on your Facebook page strategically can increase your click-through-rate (CTR) by over 280%.

Facebook's cta

In fact, the infographic also shows top-performing CTA buttons.

Call-to-action is an element of your landing page that guides visitors to your site need to click to take specific actions. - @WordStream Click To Tweet

Examples of A Call-to-Action Button Copy?

Here is some result-driven call to action examples that can improve your website conversion:

  • Start your free trial
  • Sign up now
  • Add to cart
  • Try our free trial
  • Download now
  • Take this course
  • Get your free guide today!
  • Join free for a month
  • Start your 14 days free trial
  • Sign up now and get 65% Off today only!

These are just a few call-to-action copies that marketers are using. Each of these buttons, although different in shape, sizes, and text, have one specific goal – to make you click and complete your conversion.

When you place CTA buttons on strategic areas of your site, landing page, or product page, the chance of people clicking your links or sign up to your list become much higher. Click To Tweet

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Examples of Call-to-Action Buttons On A Website

1• Square – Call-to-Action (CTA) Button: Get Started

square cta
Designing is an essential factor in how well your call-to-action will perform. The Square team did a great job with their design. Look at how they place images, texts, and background color to create an incredible piece.

They used a single image to show how simple it is to use their product, while the hovering CTA button is waiting for visitors to click.

2• OfficeVibe – Call-to-Action (CTA) Button: Subscribe

OfficeVibe created a slide-in CTA that is irresistible to any visitor. Here is how it goes. When you visit their blog and scrolls through a post, a banner with a call-to-action for users to “Subscribe” to the OfficeVibe’s blog will slide in from the bottom.

The text copy tells users they’ll be getting tips on how to become a better manager.

3• Evernote – Call-to-Action (CTA) Button: Sign Up


Evernote’s “sign up” CTA button offers users a clear understanding of what action to take on the page. The text “Remember Everything” they use on their site tells visitors the benefits they’ll get for using the Evernote app.

It also shows visitors how to sign up to the app quickly. Look at the green color they used for the CTA button; it blends perfectly well with the Evernote brand. Now that you know what a CTA is, why you need to use these buttons, and some practical examples, let us move on to!

How to Optimize Your Call-to-Action Buttons?

Interestingly, there are many ways to optimize your call-to-action. Please make sure to read the entire article to learn the best tips and tricks to maximize your action statement.

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Although there are other elements such as color, images, text, arrows, etc., that you can add to your CTA button to make it remarkable, what is most important is that you create a simple button. Click To Tweet

1: Craft A Simple Call-to-Action Button

There are other elements, such as color, images, text, and arrows which you can add to your CTA button to make it remarkable. But what is most important is that you create a simple button.

So, how do you write a simple call-to-action?

There are many ways to craft a simple and compelling copy to help optimize your call-to-action. For instance, you can write your call-to-action copy like this; click here to start your 14 days free trial of our new product.”

However, you can make your CTA copy a lot more unique and straightforward by merely telling your visitors to; “start your 14 days free trial.” The later text looks more straightforward, unique, and more productive. Visitors to your landing page do not need an extravagant call-to-action copy to click.

2: Use A Color That Will Grab Visitors Attention 

In section one above, we mentioned that color is one of the best elements of a phenomenal call to action button. So it is vital to find the right color that converts best – a color that will grab users attention yet align with your brand message.

Why Use Colors On Your Call to Action Button?

Researchers at the University of British Columbia conducted a study on the psychology of colors and found that the color “blue” improves creativity, while red increases memory and attention. Based on this study, marketers can use the “psychology of color” to grow their businesses by choosing the right color for brand materials, including a call to action button.

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How to Choose The Right Color for Your Call to Action Button?

The good news is that there are many options available to you. You can choose from color combinations, shadows, borders, and so on. Your goal here is to pick a color that stands out, converts, and aligns with your message.

In view of this, when making your choice of color, please apply these tips:

  • The color must grab visitors attention.
  • Must stand out and does not conflict with your website’s background.
  • The color must not conflict with your brand message.

So to select the right color that will convert visitors to leads, please go to Button Optimizer or Canva and create different types of CTA buttons. Then head over to Facebook and test each one of them. How? Invite your Facebook friends to pick their choice of color that is more attention-grabbing.

You can also use any other social media site where you have a presence, social media groups, forums, and other discussion platforms. But I suggest Facebook because it is easier on the site. Another way to choose the best color for your marketing campaign is to use complementary colors.

complimentary colors

Complementary colors are colors that contrast well enough to stand out but still works well with another color. Use for your call to action buttons.  It is the first component that visitors to your website will see because it pops out from the other elements on your website and grabs web visitors attention.

The color wheel above shows 12 shades of colors. A closer look will show you how each color contrast with the opposite color to create a unique, attention-grabbing color. For instance, yellow is the complementary color to purple.

Please check out Color Scheme Designer for more unique colors. This tool offers you more color combinations that’ll perform amazingly well on your call to action button.

Recommended Post: 6 Key Components of a Successful Content Marketing Campaign

Complementary colors are colors that contrast well enough to stand out but still works well with another color. Use for your call to action buttons Click To Tweet

3: Use A Sense of Urgency to Optimize Your Call-to-Action

Creating a sense of urgency in your CTA copy has the power to increase your CTR dramatically. Why is that so? Because a sense of urgency is a driving force that moves people to action. I remember buying a $397 digital product for my blog only when I realized that it was closing in a few hours.

That’s that power of urgency. Visitors to your landing page must feel the need in your CTA and connect with them. There are several examples to inspire you that evokes a sense of urgency. Some cases are:

  • Sign Up now and Get 70% Off Today Only!
  • Get Your Free 14 Day Trial Now!
  • Download Now Only 12 Hours Remaining!

These sample copies show the urgency of leveraging the opportunities available. It evokes the fear of missing out on an offer. This strategy will surely improve clicks and convert more visitors to leads.

4: Use Action Words – Verbs & Adverbs to Optimize Your Call to Action Button

Action words – verbs and adverbs are unique elements that help to optimize your call-to-action copy and moves people in the right direction. Marketers want their target market to take action right away; that is why you need to use powerful words in your call to action copy.

Some of the most powerful words you can use are:

  • Get
  • Visit
  • Now
  • Learn
  • Last
  • Today
  • Buy
  • Shop
  • Try

However, words such as “submit” does not convert well. It is the default word that comes with a call to action buttons. A study which shows that the click-through-rates for the word “Submit” is very low.

submit button

Source: HubSpot

For this reason, it is best not to use the word “submit” to optimize your call to action. Marketers who used “submit” in their call-to-action buttons only saw a 14% conversion rate. While those who used different words, ACTION words saw a 17% increase in conversion rate.

Please note that ”submit” is not the only word that does not perform well. Try to find and avoid using such words.

Marketers who used “submit” in their call-to-action buttons only saw a 14% conversion rate. While those who used different words ACTION words saw a 17% increase in conversion rate. Click To Tweet

5: Personalize Your Call-to-Action Button

Michael Aagard conducted a series of test to find how writing in the first and second person defer in terms of performance. Hh e found something terrific. Because most marketers always speak in the second person, Michael decides to run a test on Get My Book,” first-person copy, and “Get your Book” – second-person copy.

What was the result of his test?

The “Get My Book” CTA copy in the first person generated more clicks with over 90℅ increase. But the “Get Your Book” – second person CTA copy saw a 25% decline in click-through-rate. Consequently, how you write your call-to-action copy can decide how best your action statement performs.

6: Be Specific And Tell Users the Benefits

It is important to specify when writing your call to action what users will get when they click on it. It helps your visitors to know what they’re getting into. For example, Evernote mentioned earlier use two words to create a call-to-action button.

The two words help users understand what they’ll get when they sign up. But it is not easy to be specific and tell the benefits with only two words. OfficeVibe used one word for their CTA button copy, and 12 words for the text copy that is specific and shows the benefit to “Subscribe.”

So try the best you can to be as simple as possible, yet effective. Your copy text can contain two, three, four, or five words. What matters is that you make it captivating and irresistible. For instance, instead of writing a copy that says, “Download Your Copy,” you can say, “Download My Free Blogging Workbook.

Now you’re more specific and at the same time helping users understand what is in it for them.

7: Where to Place Your Buttons (Location)

The location where you position your button can make or break your marketing effort. In other words, where you place your CTA button will decide how well it will perform. So location matters a lot, and it is ideal to position your button where your site users can quickly see it.

When asked about the best location to place a call-to-action button to increase clicks, many responded, “at the top fold.” But we have a surprise for you, according to recent research. Michael Aagard mentioned earlier above published a blog post on the Kiss Metrics blog about the best position for your CTA button.

In his article, he pointed out that CTA buttons that are placed far below the bottom fold of your landing page or website performed best. They increased clicks to over 300℅.

Furthermore, Content Verve conducted a similar test on two CTA buttons to find the best location for your badge. They placed one button at the top fold and the other right below the fold.

How to optimize your call to action button

What was the result of the test?

The CTA button below the fold performs better with a staggering 304% increase in conversions. But Neil Patel contradicted those finding when he indicated that the Crazy Egg’s CTA button is directly above the fold and it is working tremendously for them.

As you can see, the are variations as to the best location for your button. Although Michael Aagard’s test result of placing buttons below the fold shows an increase of more than 300% click-through, your results might be different. So test, test, test!

It means that placing a call-to-action button below the fold may work or might not work for you. So, how can you find the best position for your CTA button? Here is what to do. If your offer is simple and easy to understand, place your CTA button at the top fold. Your site visitors are already aware of the advantages.

But if your offer is more of a complex one which will need visitors to read down to understand it, place your button below the fold. After positioning your CTA buttons in strategic locations on your site, I advise that you conduct a test on them to find out which position is best for your campaign.

Furthermore, it is equally essential that you A/B test the whole call-to-action optimization process to find what works and what doesn’t.

Here is what I recommend:

  1. Use different call-to-action buttons to separate your pages.
  2. Position your button right next to your instructional information, or place it below where you have your educational data.
  3. Leverage storytelling. Use stories to guide website visitors to your call-to-action button.
  4. Use incredible designs, such as adding an arrow, images, etc. to create a unique call-to-action button

Recommended Article: How to Get Google to Index Your Backlinks Faster

A sense of urgency is a driving force that moves people to action. Click To Tweet

call-to-action button

Wrapping Up

To be able to craft an ideal call-to-action and get your buyer persona to click is not very easy. You must put more effort to make it work for you. Please read this post by Donna Merrill to learn how to use a call to action for profitable conversions.

There are millions of articles with great ideas on how to improve clicks, but many are still not able to get clicks or convert visitors to leads. The good news is that you don’t have to be an authority to increase click-through-rates. A simple tweak on your CTA copy might be all you need.

But first, understand what your target market needs and create your CTA around it. Then make sure you position it at the best location possible. For example, Go-Globe shows that “47% of websites have a clear call-to-action button at a strategic location that takes visitors only 3-seconds or less to see.”

Apply the steps above to help increase your clicks and conversions.


Moss Clement

Moss Clement is a freelance writer & blogger. Founder of Moss Media and content manager at Writers Per Hour. He is working closely with B2B marketers - helping​ several startups grow their online presence in the digital marketing space. By delivering highly informative content pieces​, he has assisted small & medium-size businesses to build their online reputation and connect them with their buyer persona. Connect with him on Twitter and LinkedIn.



Jeangam Kahmei · September 16, 2019 at 7:24 am

Hi Moss,

I agree with you, CTA is the chance to motivate your audience to take real steps toward becoming a real consumer or client.

Skipping CTA is a grave mistake that won’t go well for your company. There’s a reason the CTA buttons have become so much important.
CTAs motivate your sales funnel,
Customers want them (trustworthy),
Boost the success of Digital advertising.

Every website owner has its different view on CTA. Whether it is for an urgency or for steering gently, the important thing is to use it.

A call to action is the finishing touch on any type of content.

Jeangam Kahmei


    Moss Clement · September 16, 2019 at 8:15 am

    Hi Jeangam
    I agree with you. Call to action buttons are an integral part of marketing that should be present in every marketer’s toolbox. These little buttons help businesses to guide visitors along the sales funnel to the ultimate goal of conversion.
    Thanks a lot for coming by and adding to the discussion.


BL shastri · September 13, 2019 at 11:16 am

Moss Clement
Very nice article, Keep up the good work


    Moss Clement · September 16, 2019 at 8:23 am

    Hi Bl Shastri,
    Thanks for the compliment and for stopping. I appreciate i.


Elvis Michael · September 13, 2019 at 3:40 am

On a related note, I encourage people to NOT be afraid to sell. Place a CTA button with confidence; if you believe in a particular product or service, there shouldn’t be any fear of alienating your audience.

Thanks for the great read, Moss.


    Moss Clement · September 13, 2019 at 9:01 am

    Hi Elvis,

    You’re right about that. The fear factor is holding several marketers back from making the most of their businesses, that is, sell to their audience. In fact, that is why a person needs to be certain about what he is offering. But how? Testing the product or services if you do not already have yours to sell.
    Thanks a lot or stopping by and adding to the discussion. I truly appreciate it.


Pemutih Wajah & Penghilangg Jerawat BPOM · October 16, 2018 at 9:29 pm

Greetings! Very useful advice in this particular post!
It’s the little changes that will make thee biggest changes.
Thanks for sharing!


    Moss Clement · October 18, 2018 at 8:18 am

    Hi Pemutih,
    You’re very correct. Small tweaks can make the difference in your CTA click through and conversions. Apply the tips and let me know how it work to you.

    Thank you for coming by.


John · July 24, 2018 at 2:15 pm

Thank You for your information.kindly visit us


Pintu · July 20, 2018 at 9:01 am

I was reading many blog but your blog is good.
because its with picture presentation So Really help for better understanding.

Please check out my blog and give your Rmreview


    Moss Clement · July 23, 2018 at 11:10 am

    Thank you much, Pintu. I am so happy that the post is helpful to you. Thank you for coming by and commenting. Sure, I will check out your site.


Sajid Akhter · July 17, 2018 at 1:34 pm

Hi Moss,

Good to be back here again.
Excellent post as usual covering detailed points about CTA button. It is very important to highlight it in order to convert your visitors to potential buyers.

Thanks for sharing Moss, keep up the good work.


    Moss Clement · July 18, 2018 at 8:18 am

    That’s right, Sajid. Nice to see you again after a long time out. How have you been anyway? I glad that the post resonates with you. A well crafted action button will definitely get you more clicks and conversion.

    Thank you once again for coming back. In fact, I’m publishing a new post today in about 3 hours. So please com back and check it out.


      Sajid Akhter · July 19, 2018 at 8:42 am

      Hi Moss,

      I am doing good, I hope you are well.

      I will definitely be back at your new post. Till then take care my friend. 🙂


        Moss Clement · July 19, 2018 at 11:45 pm

        I so much appreciate it, Sajid. Enjoy the rest of the week my friend.


Akash Yadav · July 17, 2018 at 6:50 am

Hi Moss,

I loved the Ever note example: “Remember everything.” Simple, yet it exactly describes what they do. Doesn’t get any better than that. Great example of simple yet effective!
If you do not mind, I want to know your earning source that you do not even use Google AdSense.


    Moss Clement · July 18, 2018 at 8:14 am

    I’m so happy that you like the article, Akash. Yes, making your call to action simple is a great way to increase clicks. You don’t have to create crazy and complicated action buttons to attack clicks. Simplicity is amazing and Evernote did a great job.
    For my earnings, contact me via my contact page for details.

    Thanks for coming by and commenting.


Cori Ramos · July 16, 2018 at 4:49 pm

Awesome post Moss!

I use a simple CTA but I’m wondering if I change the color would that increase the conversion rate. Right now I’m using the color for my brand and while my CR is okay, I’m sure it can be better.

I like the suggestion you shared about asking for opinions on Faecbook. I’ll have to remember that one. 🙂

Thanks for putting this together. Definitely passing this along.

Have a great day and week!



    Moss Clement · July 17, 2018 at 5:47 am

    Hi Cori,
    I’m happy that you like the article. Yes, colors play a crucial role, and its good to use a color that stands out – a color that can easily catch the attention of visitors to your site. Facebook is a great place to run an experiment.

    Thank you so much for coming by, Cori?!


Kimsea Sok · July 16, 2018 at 4:06 am

Hello Moss.
How are you doing today?

Of course. Optimization of the CTAs button is an significant fact for the convert step of inbound marketing.

Using the unique color theme and bigger size help increase more impressive and pull users to click on the button.

Mostly, the users love to click on the button that located under their mouse pointer so if you can find a way to put the button under the users’ mouse position , it will help to get more clicks.

I love what you talk about the action words and brevity. Obviously, we should have to make our button specific and precise.

Thanks for sharing, you’ve put all together of the related information that helpful for the newbie to find more information related to CTAs.

Have a great day.


    Moss Clement · July 16, 2018 at 11:27 am

    Hi Kim,
    I’m doing great, and hope you’re doing great as well. Without an optimized CTA button, you won’t get clicks, neither will you convert visitors to leads. So it is important to look for loopholes and fill them up. Location matters a lot. But sometimes, it is only a simple tweak that is required to make the magic.

    Thank you for coming by and commenting.


Taka · July 16, 2018 at 1:51 am

Hi Moss,

I loved the Evernote example: “Remember everything.” Simple, yet it exactly describes what they do. Doesn’t get any better than that. Great example of simple yet effective!


    Moss Clement · July 16, 2018 at 11:21 am

    Thank you so much, Taka. As Ryan Biddulph aways say, simplicity is the way to. I’m happy you like it.

    Thank you once again your you coming by and commenting.


qasim · July 15, 2018 at 10:52 pm

Hi Moss,

What I great post and useful topic you have here. Taking advantage of CTA and how to perfectly optimize it can take bloggers and website owners to next level of success.

Not necessarily used for products and sales only, but it can be used for much simpler things like getting a visitor to read another article or follow you on social media accounts.

Very detailed, I liked the list of examples you have mentioned for very effective CTAs.

Shared on Twitter, Pinterest & Reddit.


    Moss Clement · July 15, 2018 at 11:03 pm

    You’re absolutely right, Qasim. Call to action is not used only to sell your product, you can use to grow your social media followers, email list, direct visitors to other articles on your blog and keep them longer on your site, etc. I’m happy you like the post.

    Thank you for stopping by and commenting.


Ryan Biddulph · July 15, 2018 at 3:15 am

Simple works so well Moss. I use a simple CTA button via an embed I share with all blog posts now. Selz did a fabulous job crafting a clear, simple CTA button so I ran with it.

Ditto for my Amazon embeds; you can not argue with the plain jane but powerful “buy now” button on virtually all Amazon embeds, that I have come across.



    Moss Clement · July 16, 2018 at 11:33 am

    You’re right, Ryan. Simplicity is the wat to go. A simple yet effective CTA button is all you need to take your game to the next height. There are interestingly many example one can draw inspiration from.

    Thank you, Ryan for coming by and commenting.


Priya Singh · July 14, 2018 at 3:36 pm

Moss.Thanks for this wonderful article.
Yes, I totally agree with you that color plays a great role in CTR
One example is that the red Call To Action button is clearly visible. So it helps in CTR
Contrast is important because it guides the attention of visitors who come to their websites


    Moss Clement · July 15, 2018 at 3:20 pm

    You’re right, Priya. The fact that your chosen color will help guide visitors and convert them is the main purpose of creating a great CTA button.

    Thanks for coming by and contributing to the discussion.

Biz Tips: Top 8 Digital Marketing Tips For Beginner Small Business Owners | BizAtomic · March 19, 2019 at 11:52 pm

[…] a strong call-to-action. It should be evident to your site visitors to click through to other page’s and follow up the […]

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