A landing page is just incomplete without efficient “CTAs” or call to actions. Yet most businesses are still far from using them. It is hard to believe but almost 70% business websites lack even a single call to action leading to hardly any conversions. A compelling CTA is must if the site conversion rate has to be boosted. People using internet are reluctant as well as impatient when it comes to buying online. Every online business faces this hard reality.


As a result, in order to gain quick attention of users, CTAs come into play that does the job of captivating website visitors. The call to action has to be believable enough so that users feel confident while going for a purchase. What we will be discussing here are the underlying strategies used in designing highly impressive call to actions meant for helping rather than selling:

Is the CTA clearly visible to the users?

What is the use if your CTA is not visible instantly to the visitors who already have a limited period to surf? Place it cautiously using below tips:


Ideally, it is preferable to put call to actions in the upper half section of the page, as almost 80% visitors do not even bother to scroll down to see the entire page. However, studies reveal that when CTAs placed in the lower half section, conversions increase by 304%. Hence, positioning does not matter, what matters more is placing it besides the decision making content.

Diverse colors should be blended in the page, to differentiate call to actions from page elements or components.

Rounded CTAs are bound to be noticed more than regular rectangular CTAs, resulting in increased conversion.

Size really matters, as rightly side, applies in case of CTAs as well. Choosing the right size of a call to action is critically important. Studies reveal that using larger call to actions instead of smaller ones resulting in a 10% decrease in the conversion rate. The reason being, when size is big enough, people feel more apprehensive while implementing an action. It should be hybrid in size, larger enough to attract visibility and smaller enough not to piss them off.

How to find which tip will work best in your case? Do A/B and other types of testing with your CTAs. Compare the results and pick the best alternative.

Does your CTA pass on the message convincingly and clearly?

Another issue haunting around an apt CTA is conveying the message. With a weak call to action in place, users are not inspired or motivated to follow what is actually conveyed. On the contrary, if it is compelling though, users will be left with no other option then to follow the CTA blindly. Your CTA must address two very important questions asked by visitors when they see a call to action – “What to expect when a CTA is clicked?” “How will I benefit from the CTA?”

The performance goals of the website are based on what kind of urgency you create and the clarity with which the message is communicated. For achieving this, following tips could be useful:


Avoid using standard CTAs such as Buy or Submit as visitors are not able to see their benefit just by clicking them.

A sense of urgency always helps letting people to click as early as possible using terms like Today or Now.

The best way to tackle this issue is to place yourself in visitor shoes and think which CTA entices you well enough to be clicked. Once again, split testing can help you out with the possible options to explore in order to find a better alternative among list of options.

What are the best elements to use for supporting a CTA?

Carefully use images, videos, other multimedia, or pure content, in a way that it strengthens the CTA completely backing the purpose. A few tips can help you do that:


Make use of social network connections, case studies, testimonials, or work portfolio, placed in proximity to a CTA, so that conversion rate escalates by around 68.7% as what studies reveal. Do not club the components or elements just to make it visually appealing but having no meaning placed randomly.

Only use content of high quality whether text or images that will provide a strong base for your CTA.

CTAs should stand out from other page elements or components; else, visitors will not be able to locate where to find and what to do.

It might look like a mammoth effort following all these strategies but will surely pay off well when you see an absolute increase in overall site performance and conversions.