Why We Click

THE SIMPLE PSYCHOLOGY BEHIND A GREAT CALL TO ACTION

PICK THE RIGHT COLOR

There’s no magic colour that converts better than others (sadly, not even periwinkle), so pick one that contrasts (think orange on blue) or promotes a certain feeling.

ORANGE: Encourage immediate action. Consider orange if you want people to sign up, buy or join right away. It’s also the colour most associated with cheap or inexpensive things.
RED:
Increase energy and a sense of urgency. Try red if you’re running a sale, a limited time offer or selling tickets to an event that’s close to selling out.
YELLOW:
Get attention and create low level anxiety. Yellow both promotes positive feelings and causes just enough anxiety to move people to action without stopping them in their tracks.
BLUE:
Build trust and security. It’s the most popular favourite colour in the world and is the choice for brands who want their customers to feel safe and secure.
GREEN:
  Promote growth and relaxation. We all know green means go, which is pretty handy when it comes to CTAs. It’s also easiest for the eyes to process, so it’s often used to relax the mind.

85% of people say colour is the main reason they buy a product.

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FIND THE BEST SHAPE AND SIZE

Rectangular buttons are by far the most popular, but don’t be afraid to test other shapes and sizes if they’ll fit your design.

ROUND: Round the corners of rectangular buttons. Our brains seek to avoid pointy corners.
BIG:
Bigger is better. It should stand out, but not be so obnoxious that it ruins your design.
TAPPABLE:
Make sure it’s large enough to be easily tappable on mobile phones.
TESTED:
Test out a circular button. It just looks like it’s begging to be pushed.

We recommend a button size of at least 44 x 44px.

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WRITE THE MOST CLICKABLE COPY

USE ACTIVE VERBS: Try words like “Download,” “Get,” “Start,” and “Conflagrate.” (Ok, maybe not that last one.) Passive words create computer couch potatoes. Lead with an active verb to get them up and clicking.
BE SPECIFIC: “Download the guide” is better than “Click here.” Help your audience understand exactly what you want them to do and what will happen when they click.
KEEP IT SHORT:
There’s not a lot of space, so don’t cram in a lot of words. The CTA shouldn’t require Cliff’s Notes. It needs to be easily read and understood at a glance.
TRY USING 1ST PERSON: “Start my free trial” converts better than “Start your free trial.” This is an easy A/B test to try with your audience to see whether 1st or 2nd person works best. One recent study found a 90% better conversion rate using 1st person.

CREATE URGENCY:
Simply adding “Now” to your button can boost conversions. Make it clear with the copy that your offer won’t be around forever and watch click rates soar.

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