Web Design

The Art of CTA Buttons: Driving Conversions Through Web Design

Anastasia Michael
17th November 2023
4 minute read

The Call to Action (CTA) button is a potent tool.

These seemingly unassuming buttons are pivotal in driving conversions and achieving marketing goals. However, their effectiveness depends not solely on the text they display but equally on their design. In this blog, we’ll explore the art of CTA buttons, with a particular focus on how their design can significantly impact conversion rates.

The Power of a Well-Designed CTA Button

CTA buttons are the gateways to conversions. They prompt website visitors to take desired actions, such as purchasing, signing up for a newsletter, or requesting a quote. A well-designed CTA button can be the difference between a successful conversion and a lost opportunity.

Colour Psychology

One of the most critical aspects of CTA button design is colour. Colour psychology plays a substantial role in influencing user behaviour. This psychological aspect is not to be underestimated. For instance, studies from the Institute of Data and Marketing (IDM) suggest that different colours can evoke specific emotions and actions in users.

Green: Often associated with positive actions, “green” CTA buttons can encourage users to proceed with a task, such as purchasing or subscribing.
Orange: This colour can create a sense of urgency, compelling users to take immediate action, making it a suitable choice for limited-time offers or sales promotions.
Blue: Blue is often linked to trust and reliability, making it an excellent choice for CTAs that require user trust, like signing up for a service or requesting information.


Button Size and Placement

The size and placement of CTA buttons are crucial in directing users’ attention. In the UK, eye-tracking studies conducted by the British Association for Screen Entertainment (BASE) have revealed that users tend to focus their attention on the top and centre of a webpage. Therefore, placing a well-designed CTA button in this area can significantly improve its visibility and effectiveness.

Text Matters: Crafting Compelling CTA Copy

While design is vital, the text within a CTA button is equally essential. Crafting compelling CTA copy can enhance the effectiveness of your buttons.


Where attention spans are limited, concise CTA text is key. Whether it’s “Buy Now,” “Get Started,” or “Subscribe Today,” keeping the text short and to the point ensures users instantly understand the action they need to take.

Action-Oriented Language

Action-oriented language is a hallmark of compelling CTA copy. The University of Edinburgh’s research notes that phrases like “Start Your Journey” or “Unlock Exclusive Access” motivate users to take immediate action by creating a sense of excitement and anticipation.


A/B Testing for Perfection

The art of CTA button design is not one-size-fits-all. What works for one audience may not work for another. Savvy digital marketers understand the importance of A/B testing. Real-world testing allows you to identify which button designs and copy combinations resonate most with your specific audience. A/B testing, as advocated by the Chartered Institute of Marketing (CIM), enables you to experiment with various button colours, sizes, and text options to find the winning formula that consistently drives conversions.

Mobile Responsiveness

With the UK experiencing a surge in mobile internet usage, CTA buttons must be optimised for mobile devices. Research from the Office for National Statistics (ONS) shows that mobile devices are now the most common means of accessing the internet. Hence, a responsive design that ensures CTA buttons are easily clickable on mobile screens is essential for maximising conversions.


The art of CTA buttons lies in your web design. The colours, size, and placement, combined with compelling CTA copy, can significantly impact conversion rates. By harnessing the power of well-designed CTA buttons, informed by the principles of colour psychology, action-oriented language, and A/B testing, you can drive higher conversions and achieve your marketing objectives in a mobile-responsive world. Remember, the next time you seek to inspire user action, the art of CTA button design could be your secret weapon for success.

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