Design That Enhances Conversion Rates
The Power of Designing Effective Call-to-Action Buttons
As a graphic designer specialising in commercial design for eCommerce websites, we understand the crucial role that design plays in driving conversions. One often underestimated element that can significantly impact click-through rates and conversions is the design of call-to-action (CTA) buttons. In this post, we wanted to share some of our knowledge and insight into consumer psychology of the CTA button design, focusing on the significance of colour, shape, and style, and how to encourage user engagement and boost conversions.
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The Power of Colour:
Bright and Legible
As you will know from our posts on The Power of Colour, colour holds immense persuasive power especially when it comes to creative that converts. Bright, eye-catching colours tend to attract attention and draw users' focus to the desired action. Whilst in-house at Topman, we saw A/B testing demonstrate the lift in ‘Add to Basket’ of a neon pink call to action button on the product page in contract to a simple monochromatic button of the same style.
Why? Well while selecting a colour palette, it's essential to consider your brand's identity and the emotions you want to evoke. However, vibrant colours like orange, green, or red are often effective in grabbing attention and compelling users to click. Simply put, colour catches the eye!
Equally important is the legibility of the text on the button. Opt for high-contrast combinations to ensure that the button's text is easy to read. For instance, a dark orange text on a bright orange button creates a visually appealing contrast that can entice users to take action. Striking the right balance between a captivating colour and legible text is vital for driving conversions.
Exploring Button Styles:
Solid, Outlined, Circular, and Underlined
The style of your CTA buttons can also influence user behaviour more than you might think. Let's delve into four popular options:
Solid Buttons: These solid coloured backgrounds with high-contrasting and clear text that tells the user what to do e.g. ‘Add To Bag’ tend to be most common. This is because as a society we now associate this shape and styling to an area of a website that causes action. They stand out on the page and can be overlaid on images.
Outlined Buttons: These buttons feature a border and a transparent background. They create a clean and minimalistic appearance, maintaining a sense of elegance and simplicity. Outlined buttons work well when you want the design to be understated, yet clearly convey the intended action. That does mean they can fade into the background and might not generate as many clicks, however having a hover-over effect like becoming solid might help with this.
Circular or Shaped Buttons: Circular or uniquely shaped buttons add a touch of creativity and playfulness to your website. They can stand out and generate a sense of intrigue, leading to higher engagement and click-through rates but this isn’t so likely because our brains are not wired to recognize more organic shapes as action points.
Underlined Buttons: Sometimes, simplicity is needed especially when creating a hierarchy on your website or in email marketing. Underlined buttons, often associated with hyperlinks, present a familiar and straightforward design approach. The underlined text coupled with a contrasting colour can help users recognize the CTA instantly and intuitively guide them towards taking action. This can be further amplified with a hover-over effect, or a bright colour.
The Importance of A/B Testing
Designing effective CTA buttons requires experimentation and data-driven insights. How do you know what’s working and what isn’t if you don’t test? Implementing A/B testing allows you to compare the performance of different button designs and identify the one that yields the highest conversion rates. Test variations in colour, shape, size, and even placement to uncover the optimal combination that resonates with your target audience.
Remember, the key to successful A/B testing lies in testing one variable at a time to pinpoint the specific design element that drives the desired user behaviour. Continuously refine and iterate on your CTA button design to ensure its continued effectiveness.
So, what now?
When it comes to optimising conversions on your eCommerce or service-based website, the design of your call-to-action buttons can make the difference in the number of 0’s on your monthly turnover report. By carefully selecting colours that attract attention, exploring different button styles, and leveraging the power of A/B testing, you can encourage users to click, increasing engagement and ultimately boosting your conversion rates.
As a seasoned graphic designers in the field of eCommerce, we encourage you to prioritise the design of your CTA buttons and consider the impact they can have on your website's performance. With thoughtful and well-executed design choices, you can empower your users to take action and achieve your business goals faster. Remember, clever design is commercial design.
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