Add visual effects to the button

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The clickability of a CTA element is directly affected by its visual effects. However, great care must be taken when using them. Even a small effect can greatly affect the result, and this effect is not always positive.

Let's take a real estate website as an example. Its CTAlebanon mobile phone numbers databaseelement was originally brown. After changing it to orange and adding a green arrow icon to the element, conversion increased significantly. However, the designer was against the new CTA element, arguing that the combination of orange and green on the button looked "ugly."

The optimization specialist countered that the green arrow on the button increases the visibility of the element, which results in greater user activity and, as a result, an increase in conversion.

This dispute was resolved with the help of A/B testing, which admitted that the designer was wrong. After removing the arrow from the button, conversion dropped by 12.3%.

There is another example. The developers of one website suggested changing the color of the inscription on the green button from black to yellow. According to the idea, such a change should have increased the visibility of the button, and therefore, raised the click-through rate. However, the predictions were not destined to come true, since the click-through rate after applying these changes fell by 18.01%.

In this example, increasing the contrast backfired, and the less vibrant solution performed much better. In general, in most cases, simpler buttons (which the user perceives as “buttons”) with clear texts perform better than “creative” options.

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Bigger Button Size Doesn't Always Mean Better

A fairly common mistake designers make is to create a CTA that fits in well with the overall design of the page, but is so small that it cannot have a positive impact on conversion. The CTA should be large enough to stand out as the main interactive element of the landing page. However, in this case, “bigger” is not synonymous with “better”.

If the button size is too big, such an element will attract too much attention, and users will consider it a form of psychological attack. Obviously, in such a situation, conversion will not be able to grow. When choosing the size of the CTA element, do not refuse tests, as they will only benefit.

The text on the button is also very important.

About 99% of page visitors read only the title of the page itself and the text on the CTA element in the landing page. Therefore, since the text on the button is included in this small list of readable lines, it must be composed very competently. It is important to remember that there are no trifles here.

Specificity is needed, since vague phrases like “Send”, “Submit” will not be understood by the page visitor. For a clearer definition, use phrases like “Submit a request”, “Order a queue”, “Upload a book”, “Order a call back”, etc.