10 Ways to Optimise the CTA (Call To Action)

Website Design

What do you want your website visitors to do once they arrive on your page? Obviously you would like them to sign up for your newsletter or register to download your software, but how can you make sure they actually do it? Here are 10 ways to optimise your call-to-action (CTA) so that you’ll get more leads without spending any more money than you already are.

1. Customise your button text

Using well-crafted text will help your visitors take action. That’s why it’s important to make sure that your button text is customised.

Generic words, like submit or start now, are rarely effective; after all, what would you want? As with any good marketing campaign, personalization matters when it comes to CTAs. This can be done through simple button-label customization with A/B testing or through more complex functions of your website—like asking site visitors a few questions before rendering personalised content. 

The latter option may require a little programming knowledge and a developer who knows their way around, but could pay off big time if used effectively.

2. Make it pop

When it comes to CTAs, you need visual aids in order for it to stand out. There are a couple of ways you can make your CTA pop.

Before clicking on any button, we want users to stop and think for a bit about whether they really need what we’re offering. 

We should aim at making users think deeply about their actions instead of simply taking an action without thinking. This can be done by asking questions that make people analyse before clicking on your call-to-action button.

3. Change the CTA for each individual page

One of the easiest ways you can use CTAs on your landing pages is by changing them for each individual page. For example, if you’re running a campaign that lasts 60 days, you could have each CTA direct people to a different webinar in the first 30 days of the campaign and then direct people to a specific page within the online store in the second 30 days. 

This will help reduce bounce rates as visitors will be directed to exactly what they are looking for when they visit your site and should increase engagement with your site as well. 

This particular strategy is also great for lead generation pages because it provides potential customers with something that has been proven successful for other businesses (similar products) at a time when those leads are most likely going through their purchasing decision process.

4. Position your button where people can see it easily

Position your button so people can see it easily. Marketing guru Neil Patel recommends a button in a prominent location at or above the fold, which is generally between 5 percent and 30 percent of your web page's viewport. That way, your visitors will see it without scrolling. The lower it is, on mobile especially, the less likely they are to see it. 

And don't make them click on a tiny button either; ideally, you'll use a call-to-action that has been specifically developed for conversions—something that makes people take action right away (e.g., Get free shipping today).

5. Use urgency and scarcity in your CTAs

Most people want to say yes. They want it now. They want what you're offering right away, and they also want it at a great price. 

Use that tendency in your favour by emphasising urgency and scarcity in your CTAs. If you can make someone feel like they need to buy now or they'll miss out, they're going to be more likely to convert into a lead (and maybe even into a customer). 

6. Give away something valuable

You’ve heard time and again that you need to offer something valuable in exchange for something else. Whether it’s an ebook, whitepaper, free consultation or something else entirely, CTAs should make a promise about what a person will get when they click. 

You want them anticipating what they’ll find on your landing page or website. Make sure you deliver on that expectation or at least giveaway something of value (or make it abundantly clear why your content might not be so valuable). It’s better for people to be disappointed with your freebie than to have no idea what they missed out on.

7. Emphasise you

The purpose of your button is to take action and convert, so it makes sense that you want it to stand out. 

According to BigCommerce’s High-Converting Landing Page Best Practices , there are two things you can do: be unique with your button language and make sure your button stands out (literally). Try using a large, bold font for emphasis; using Add to Cart instead of Buy Now; Sign Up Now! instead of Subscribe; etc.

8. Test all of your CTAs before you deploy them en masse

If you’re just starting out, there’s no need to rush into sending your message. Test all of your CTAs before you deploy them en masse so that you can make sure they are as effective as possible. 

If your tests show that a specific call-to-action works better than others, you should make it your go-to option going forward. 

When planning future CTAs, analyse past tests and don’t be afraid to make changes based on what you learn. Adaptation is key when it comes to conversion rates and using a Call To Action correctly!

9. Test all of your CTAs on mobile devices

Everyone knows that there’s a big difference between a desktop and mobile device. This is why it’s important that you test your CTAs on all devices including tablets and mobile phones. 

This can easily be done by downloading emulators on your computer. If you don’t have one, Google has several free ones you can use. This will allow you to see what each of your CTAs look like across multiple devices so you know exactly how they look when users are looking at them from their mobile devices.

10. Set up metrics to measure results on every single test you run

When you test your site, set up metrics to measure results on every single test you run. If your site is a sales funnel for example, then start measuring if certain CTAs lead to more conversions than others. 

The purpose of an experiment is not to prove one idea or another; rather it’s to discover something new that could lead to insights you otherwise wouldn’t have considered. 

Before you run a single test, define your goal and see how it can be proven or disproven through data. 

Make sure every test is focused on achieving that goal, too. Running five tests that aim at different things will give you five times as many insights as one test would but won’t necessarily help you any better than a single well-focused test would.


Overall, as marketers we must ensure that we always optimise our CTAs to ensure that visitors are drawn to them without fail. You can test different colours, font sizes and actions for your call to action buttons. Test all kinds of CTAs in different scenarios and see which gets you results. Optimising CTAs is so crucial to help convert more visitors into customers and help a company's sales grow in an even more substantial way.

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