Best practices for placing call to action buttons

Back at landing page design recently so here are 4 friendly reminders on #ux principles on the most important element: THE CALL TO ACTION - aka our conversion button.

1. CTA buttons should look like buttons: this may seem obvious, you'd be surprised at how many websites have buttons that are not easy to click. Make all button area clickable, not just the text, write copy that is on point: “book an appointment” is better than “get started”. Test on mobile and make sure the buttons are big and easy to tap.

1. Max 2 copy variations: There's only one way to optimize copy - test. Try out various copy variations, but limit yourself to no more than two variations per page.

1. Consistent experience: if the main CTA takes the user to a form, all main CTAs should take user to the same form. It’s easy to get lost on A/B testing at the expense of good UX. If you want a different experience, use a secondary CTA button that has a different design and copy.

1. Yes you can put too many CTAs: Repeat the CTA only if it makes sense. There’s data that shows that more CTA = more clicks. If you have a long page and a conversion funnel that can happen right away, multiple CTAs in different locations can indeed help. However, if you're targeting enterprise customers that are going to have to talk to a human anyway, keep guiding them to other parts of the website that can convince them you are the right solution. When they are ready to reach out, they will find the button, don't worry.

Also, I love big buttons. Smaller logos, bigger buttons!