Your CTA is the gateway to revenue. Stop using generic 'Submit' buttons and learn the science of high-converting calls to action.
Every page on your website should have a singular goal, and that goal should be represented by a Call to Action (CTA) button. If your CTAs are blending into the background or using passive language, your conversion rates are suffering.
1. Contrast is King
Your CTA button should be the most obvious element on the screen. It should utilize a “reserve color”—a bright, contrasting color that is used nowhere else in your UI except for actionable buttons. If your site is predominantly blue and white, your CTA should be a vibrant orange or green.
2. Action-Oriented Copy
Never use words like “Submit,” “Click Here,” or “Next.” They are passive and provide no value. Your CTA copy should complete the phrase: “I want to…”
- Instead of “Submit,” use “Get My Free Audit”
- Instead of “Subscribe,” use “Send Me Weekly Tips”
- Instead of “Checkout,” use “Secure My Order”
3. Size and Whitespace
A button must look clickable. It needs to be large enough to easily tap with a thumb on mobile (minimum 44x44 pixels). Just as importantly, it needs “breathing room.” Surround your CTA with negative whitespace so it isn’t crowded by text or images, drawing the user’s eye directly to it.
4. First-Person Perspective
A famous A/B test by Unbounce found that changing button text from “Start your free 30 day trial” to “Start my free 30 day trial” increased clicks by 90%. Using first-person language shifts the perspective and gives the user a sense of ownership over the action.
