On pages where a call-to-action is the focus, one of the most important features is the conversion button itself. We’ve seen single changes in buttons that can improve conversions by well over 30%. A button sounds like a simple decision, but there are a number of variables that quickly make the decision feel complicated. How big should the button be? What color? What should the text of the button say? Here are a few tips to make your buttons more successful.
1. Button size- Make it BIG!
A big button gets noticed. It doesn’t have to be huge, but if your button is too small, it can be ignored. We’ve found that a good button size is around 225px wide and 45px high
2. Button Location -- Put it above the fold!
When deciding where to put your button, think about the ﬂow of your page. Does it follow the path of your eye? Does it ﬁt average browser size? Browsersize from Google Labs is a great tool to ﬁnd out what portion of your page most visitors can see without scrolling.
3. Button Color - Make it Contrast
Color matters. Strong, contrasting, colors generally perform better than colors that blend in with the theme of your landing page. Take this example from Carelogger, who increased their conversions by 34% with a red button instead of a green one.
4. Button Text -- Include a call-to-action
Your button text should tell people what to expect. Instead, we generally opt for a strong call-to-action. Firefox improved their conversions by 3.6% (over 500 more downloads per test) when they changed their button text from “Try Firefox 3″ to “Download Now – Free.” “Download Now,” “Get Started Today,” and “Free Trial” are all good examples of strong calls-to-action.
A Bonus: Test, Test, Test.
There’s no universal right answer for what webpage works best, but testing can ensure that your webpage is the best that it can be.
Originally published Jul 25, 2011 3:30:00 PM, updated February 01 2017