The Power of a Call To Action on Your Website

Call to action (CTA) button– the smallest and arguably the most impactful piece to the health of your online business. Everything from the color and size to the call to action content can make or break your conversion rate.

In web design speak, a CTA is defined as a particular button, link, or small but encouraging content created to captivate the audience and call for a specific action to be done by the user. The purpose of such a physically small aspect to your site is the power of telling the viewer what you want them to do once they find their way to your website. This call to action can be an effective use of sales technique if the button is not only enticing enough to be received by the user, but also if it leads to content persuasive enough to encourage the potential customer to seek out more information, continue through the website, or hopefully purchase your product. With these powerful CTA tips and techniques, watch as your sales and conversion funnel become positively impacted.


Create CTA buttons or links that send an enticing message to your viewer. Customers’ eyes light up at the idea of the best deal or an offer not everyone can receive, so throw out CTA’s that insinuate that what you’re offering isn’t just for any average consumer. For example, words like “Exclusive” or “Limited” quickly gain the sense of individualization for a customer seeing as they can experience something not every viewer has the capability to see.


Want to lose the attention of your potential customers? Build a site cluttered with CTA’s that act as a sales pitch. Instead, relate to your viewer and customize CTA’s not only for your online business, but also for your target customer. Also, use this tool to guide the user to available literature or information detailing what you have to offer. Make information just as available as your shopping cart. Providing unique value in product information proves transparency and an ability to seem open to your customer. Relate to your audience and help them feel understood, but also guide them to interact with either fellow users, or a more direct line of communication with your online business’ team.


Colors, size of button, text, and image of the CTA – Test, test, test. You really won’t know what specifically works for your customer until your try these variations. Through the ability to test, you can see what colors capture the eye and what text guides their cursor. And beyond the aesthetics of the call to action, test whether a static or motion based call to action works best for your viewer. Some consumers need that extra flash of motion to tell them where to go, while others my find it too distracting from the body of the content. Test it, see what works best, adjust, and watch your conversion rate improve. There are various testing option that can make A/B and multivariate testing easy to implement, split traffic, and test. Recommended tools are those of Optimizely, Visual Website Optimizer, and more advanced options – Adobe Test and Adobe Target.

Online users can easily become oversaturated with content that provides little information and loads of sales pitches. With proper and enticing call to actions, you can easily guide your potential customer to the information they may need, and with persuasive verbiage, guide them on their way to becoming your valued customer. For more information on how Cloud Sites can assist your site, visit us at