This guide explains how “Call-to-Action” (CTA) buttons on websites use design tricks and human psychology to encourage clicks. We’ll break down research-backed strategies, including colors, words, placement, and even brain science, so businesses can create buttons that work better.
CTA buttons are clickable buttons that tell users what to do next, like “Buy Now” or “Sign Up.” They’re important because they guide people to take action.
Their success isn’t just about looks—they tap into how our brains make decisions.
For example, a study by the CXL Institute found that well-designed CTAs can boost conversions by up to 200% (What is the Best CTA Button Color?).
A scientist named Dr. BJ Fogg at Stanford University found that three things make people take action:
This model is used in over 1,200 studies (Fogg Behavior Model). For example, a travel website tested placing a “Book Now” button after showing hotel photos and saw a 27% increase in bookings (Booking.com case study).
Colors affect feelings and actions. Research shows:
But color alone isn’t enough. The CXL Institute found that contrast (how much the button color stands out from the background) matters more. For example, a bright orange button on a white page works better than a dark blue button on a black page.
The text on a CTA button can make or break clicks. Studies prove:
Keep text short—under 15 words. Crazy Egg found shorter CTAs (like “Start Now”) get 30% more clicks than long ones.
Research on user behavior shows:
Start small. Test one change at a time, like swapping “Buy Now” for “Get My Discount,” and track the results.