6 Mistakes to Avoid When Designing Your CTAs
Posted: Wed Dec 04, 2024 10:10 am
Picture this: You’ve worked really hard to create an engaging website and write top-notch content, but you’re still seeing your conversion rates decline. It could be because of your CTAs.
CTAs may seem like a small thing, but they can make or break your conversion efforts. A well-placed and well-worded CTA can be the bridge between a visitor and a customer on your website. Without it, you could be missing out on countless conversions.
In today’s article, we’ll look at the most common mistakes in CTA design and learn how to make them actually work for you.
Mistake #1: Not Understanding Your Audience
Understanding your audience is the cornerstone of any marketing or go-to-market strategy, and CTAs are no exception. The message you convey through your CTA can be the deciding factor between a bounce and a conversion.
Broad, generic CTAs like “Click Here” or “Learn More” don’t provide any context or reason for the user to take action. On the other hand, a more effective armenia phone number resources audience-tailored CTA clearly communicates value or benefit to the user, like “Get Your Free Ebook Now” or “Start Your 30-Day Trial.” And according to a study by HubSpot, personalized CTAs performed 202% better than the default versions.
cta stats of hubspot
Source: HubSpot
Consider Recurpost, an example of a content scheduling website. The platform was able to increase its conversion rate from 10% to 25% by changing its webpage CTA from ‘Scheduled Posts’ to ‘Schedule TikTok Posts Now’.
Tiktok Scheduler
Source: Recurpost
The modified CTA also makes it clear to users that Recurpost supports TikTok scheduling, which might not have been obvious with generic ‘Scheduled Posts.’ This clarity could reduce bounce rates as visitors quickly understand the platform’s capabilities.
The same reflex applies to CTAs at the bottom of your sales email – if they don’t resonate with your target audience, they can be hugely detrimental to your conversion rate.
Mistake #2: Ignoring Visual Hierarchy
In web design , visual hierarchy determines the order in which our eyes perceive what they see. When it comes to CTAs, this hierarchy is important to ensure that the most vital action is also the most visually obvious action.
Every aspect of a CTA, from its color to its shape, plays a role in capturing your audience’s attention. For example, colors evoke and trigger emotions. We all have intuitive associations with different colors. Just as green represents positivity, red represents urgency. This has proven to be incredibly effective in the case of the Performable website.
CTA Comparison - Performable
Source HubSpot
The website once changed its CTA button from green to red and witnessed a stunning 21% increase in conversions .
Size and prominence also determine how noticeable a CTA is. If your CTA is too big, it can be overpowering; if it’s too small, it risks going unnoticed. So the key is to make sure your CTA stands out without overshadowing other important content on your web page.
You can also use real user tracking tools to visually track how your visitors interact with your CTAs .
Mistake #3: Bad Placement of CTAs
CTA placement often requires a balance that is not overwhelming but not overwhelming. Many experts consider the best place to place a CTA to be “above the fold.” The top of the fold is where visitors can see your web page without scrolling. Data also shows that content in this area captures 80% of user attention.
While the “top floor” is a good spot, CTAs can also be successful in other places. Sometimes, placing them at the end of an informative piece of content or presenting them as timely pop-ups can be just as effective, if not more so.
A great example of this comes from Michael Aagaard of Content Verve . His experiment with placing a CTA at the bottom of a long B2C landing page resulted in a staggering 304% increase in conversions!
CTA at the bottom of a lengthy B2C landing page testing
Source: CXL
But remember, a CTA that’s hidden at the bottom of the page and overshadowed by other design elements is a missed opportunity. If visitors can’t easily find your CTA, they won’t know what action you want them to take and will miss out on potential conversions.
In short, while there’s no one-size-fits-all approach to best placing your CTAs, understanding your target audience’s behavior and testing different placements can help guide you toward the sweet spot for your CTA.
Mistake #4: Overloading with Too Many CTAs
Having options is great. But having too many? It’s paralyzing. This phenomenon, known as “option overload,” can leave your visitors paralyzed when they’re bombarded with too many CTAs on your website. They become undecided and less likely to take action.
The main goal of your website should be clarity. It may be tempting to add multiple CTAs to cover all possible actions on your website, but it’s better to strategically direct visitors to a single primary action that aligns with your end goal.
For example, consider the websites of two well-known brands: Netflix and Hulu.
When you first visit Netflix’s homepage, it’s clear what they want you to do: “Get Started.” The design is minimalist and emphasizes this primary CTA, making it easy for visitors to understand their next step.
Netflix homepage
Source: Netflix
Even if you scroll down their landing page, they are optimized for a single user action: Get started.
Netflix CTA
Source: Netflix
Now consider the Hulu website. Hulu offers a variety of plans, bundles, and add-ons, including partnerships with Live TV. While these offerings give users a choice, their homepage can be overwhelming for first-time visitors. You’re greeted with multiple CTAs like “Get Both,” “Get All Three,” “Sign Up for Hulu Only,” or “Get Hulu + Live TV.”
Hulu homepage
Hulu homepage CTA
Source: Hulu
While these options cater to different user preferences, the sheer number of them can lead to decision paralysis for people who aren't sure what they're looking for.
So, focus on the primary action you want your visitor to take. Less really is more when it comes to CTAs. Even if multiple CTAs are necessary due to commercial offerings, design them in a way that doesn’t overwhelm the user. Lead with your primary CTA and allow secondary CTAs to follow without causing confusion.
Mistake #5: Neglecting Mobile Users
In our digital age, browsing on the go has become the norm. With over 55% of web traffic coming from smartphones, ignoring mobile optimization could mean missed opportunities.
Here’s the thing: mobile users experience websites differently. Smaller screens and touch-based navigation mean your CTAs need to be clear, touch-friendly, and positioned to prevent accidental clicks.
A responsive website design is essential. This design ensures that everything from the layout to the visuals adjusts properly regardless of the device your visitors are using. And remember, speed is key. Mobile users expect fast load times, so make sure your website is up to standard by compressing images and using speed-boosting techniques.
Always test your CTAs across devices to catch any glitches and ensure every visitor has a smooth experience.
Mistake #6: Not Testing and Not Iterating
User behavior and preferences continue to change over time. And so should your CTAs. Just because a CTA worked last year or even last month doesn’t mean it will still be effective today. So the mantra for sustained success is simple: test, learn, and iterate.
A/B testing, where two versions of a CTA (or any web page element) are tested against each other to determine which one performs better, is a powerful tool for this. It takes the guesswork out of the equation by providing empirical evidence about what resonates with your audience.
You should always A/B and CTA test various CTAs to determine which ones perform best, as Unbounce does. Unbounce had a landing page where they asked users to choose a pricing plan and sign up. Initially, the main “Choose your plan” CTA button was at the top and when clicked, it smoothly scrolled down to reveal pricing options and CTAs at the bottom of the page.
CTAs may seem like a small thing, but they can make or break your conversion efforts. A well-placed and well-worded CTA can be the bridge between a visitor and a customer on your website. Without it, you could be missing out on countless conversions.
In today’s article, we’ll look at the most common mistakes in CTA design and learn how to make them actually work for you.
Mistake #1: Not Understanding Your Audience
Understanding your audience is the cornerstone of any marketing or go-to-market strategy, and CTAs are no exception. The message you convey through your CTA can be the deciding factor between a bounce and a conversion.
Broad, generic CTAs like “Click Here” or “Learn More” don’t provide any context or reason for the user to take action. On the other hand, a more effective armenia phone number resources audience-tailored CTA clearly communicates value or benefit to the user, like “Get Your Free Ebook Now” or “Start Your 30-Day Trial.” And according to a study by HubSpot, personalized CTAs performed 202% better than the default versions.
cta stats of hubspot
Source: HubSpot
Consider Recurpost, an example of a content scheduling website. The platform was able to increase its conversion rate from 10% to 25% by changing its webpage CTA from ‘Scheduled Posts’ to ‘Schedule TikTok Posts Now’.
Tiktok Scheduler
Source: Recurpost
The modified CTA also makes it clear to users that Recurpost supports TikTok scheduling, which might not have been obvious with generic ‘Scheduled Posts.’ This clarity could reduce bounce rates as visitors quickly understand the platform’s capabilities.
The same reflex applies to CTAs at the bottom of your sales email – if they don’t resonate with your target audience, they can be hugely detrimental to your conversion rate.
Mistake #2: Ignoring Visual Hierarchy
In web design , visual hierarchy determines the order in which our eyes perceive what they see. When it comes to CTAs, this hierarchy is important to ensure that the most vital action is also the most visually obvious action.
Every aspect of a CTA, from its color to its shape, plays a role in capturing your audience’s attention. For example, colors evoke and trigger emotions. We all have intuitive associations with different colors. Just as green represents positivity, red represents urgency. This has proven to be incredibly effective in the case of the Performable website.
CTA Comparison - Performable
Source HubSpot
The website once changed its CTA button from green to red and witnessed a stunning 21% increase in conversions .
Size and prominence also determine how noticeable a CTA is. If your CTA is too big, it can be overpowering; if it’s too small, it risks going unnoticed. So the key is to make sure your CTA stands out without overshadowing other important content on your web page.
You can also use real user tracking tools to visually track how your visitors interact with your CTAs .
Mistake #3: Bad Placement of CTAs
CTA placement often requires a balance that is not overwhelming but not overwhelming. Many experts consider the best place to place a CTA to be “above the fold.” The top of the fold is where visitors can see your web page without scrolling. Data also shows that content in this area captures 80% of user attention.
While the “top floor” is a good spot, CTAs can also be successful in other places. Sometimes, placing them at the end of an informative piece of content or presenting them as timely pop-ups can be just as effective, if not more so.
A great example of this comes from Michael Aagaard of Content Verve . His experiment with placing a CTA at the bottom of a long B2C landing page resulted in a staggering 304% increase in conversions!
CTA at the bottom of a lengthy B2C landing page testing
Source: CXL
But remember, a CTA that’s hidden at the bottom of the page and overshadowed by other design elements is a missed opportunity. If visitors can’t easily find your CTA, they won’t know what action you want them to take and will miss out on potential conversions.
In short, while there’s no one-size-fits-all approach to best placing your CTAs, understanding your target audience’s behavior and testing different placements can help guide you toward the sweet spot for your CTA.
Mistake #4: Overloading with Too Many CTAs
Having options is great. But having too many? It’s paralyzing. This phenomenon, known as “option overload,” can leave your visitors paralyzed when they’re bombarded with too many CTAs on your website. They become undecided and less likely to take action.
The main goal of your website should be clarity. It may be tempting to add multiple CTAs to cover all possible actions on your website, but it’s better to strategically direct visitors to a single primary action that aligns with your end goal.
For example, consider the websites of two well-known brands: Netflix and Hulu.
When you first visit Netflix’s homepage, it’s clear what they want you to do: “Get Started.” The design is minimalist and emphasizes this primary CTA, making it easy for visitors to understand their next step.
Netflix homepage
Source: Netflix
Even if you scroll down their landing page, they are optimized for a single user action: Get started.
Netflix CTA
Source: Netflix
Now consider the Hulu website. Hulu offers a variety of plans, bundles, and add-ons, including partnerships with Live TV. While these offerings give users a choice, their homepage can be overwhelming for first-time visitors. You’re greeted with multiple CTAs like “Get Both,” “Get All Three,” “Sign Up for Hulu Only,” or “Get Hulu + Live TV.”
Hulu homepage
Hulu homepage CTA
Source: Hulu
While these options cater to different user preferences, the sheer number of them can lead to decision paralysis for people who aren't sure what they're looking for.
So, focus on the primary action you want your visitor to take. Less really is more when it comes to CTAs. Even if multiple CTAs are necessary due to commercial offerings, design them in a way that doesn’t overwhelm the user. Lead with your primary CTA and allow secondary CTAs to follow without causing confusion.
Mistake #5: Neglecting Mobile Users
In our digital age, browsing on the go has become the norm. With over 55% of web traffic coming from smartphones, ignoring mobile optimization could mean missed opportunities.
Here’s the thing: mobile users experience websites differently. Smaller screens and touch-based navigation mean your CTAs need to be clear, touch-friendly, and positioned to prevent accidental clicks.
A responsive website design is essential. This design ensures that everything from the layout to the visuals adjusts properly regardless of the device your visitors are using. And remember, speed is key. Mobile users expect fast load times, so make sure your website is up to standard by compressing images and using speed-boosting techniques.
Always test your CTAs across devices to catch any glitches and ensure every visitor has a smooth experience.
Mistake #6: Not Testing and Not Iterating
User behavior and preferences continue to change over time. And so should your CTAs. Just because a CTA worked last year or even last month doesn’t mean it will still be effective today. So the mantra for sustained success is simple: test, learn, and iterate.
A/B testing, where two versions of a CTA (or any web page element) are tested against each other to determine which one performs better, is a powerful tool for this. It takes the guesswork out of the equation by providing empirical evidence about what resonates with your audience.
You should always A/B and CTA test various CTAs to determine which ones perform best, as Unbounce does. Unbounce had a landing page where they asked users to choose a pricing plan and sign up. Initially, the main “Choose your plan” CTA button was at the top and when clicked, it smoothly scrolled down to reveal pricing options and CTAs at the bottom of the page.