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Call-To-Action Buttons: Some Additional Best Practices


There may be two or three Calls-To-Action buttons presented on a page such as:

  • Different levels of subscriptions
  • “Buy Now”
  • “Take A 30 Day FREE Trial”
  • “Order Now and Pickup in Store”

Your shoppers should be presented with all options, but it’s worth drawing more attention to the action you’d most like them to take. 

This can be done in a number of ways, but the most common are through the use of color and size.

  • Use color to highlight the most important button on a page, or to make the less important ones seem not as prominent
  • Use size to make the most important button stand out (by making it larger) and de-emphasizing the less-important ones.

Icons and Images

Including visual cues on your buttons can also help to increase conversion rates. An icon of a shopping cart on an “Add to Cart” button, for instance, or an arrow on a download button are both good examples. Think of unique icons to use, too, but make sure that they add to your visitor’s experience by clarifying what the button is for, and doesn’t add any confusion.

Some Important Takeaways:

  • Make sure the icons you use help clarify your button’s meaning, rather than creating confusion
  • Easily-recognized icons can immediately indicate meaning to your visitors
  • Don’t be afraid to use less-commonly used icons, as long as their meaning is still clear

Placement of Call-To-Action Buttons

These buttons should be placed somewhere where your visitors would most likely expect to find them. Inserting the Call-To-Action just below the price, or to the right of the product listing makes it easy to scan and spot quickly.

Also, online shoppers are used to seeing these buttons in this area of the page so it makes sense to follow precedence.

Online marketing expert Bob Bly uses “Order” at the top of every Landing Page and Web Page so that if visitors already know that they want to purchase the item being featured, they don’t have to read down through the sales copy.  They can just click the “Order” button and be taken to the Checkout Page.

Multiple Calls-To-Action for Long Pages

Thanks to adding reviews, videos and just about everything it can find that relates to the product, some E-Commerce stores have very lengthy product pages, so they have added multiple Calls  To  Action above and below the fold.

These buttons can grab the attention of shoppers further down the page and also increase the opportunities for them to add further items to their baskets.

Goldilocks knows that there are many more factors that come into play when designing and implementing Call-To-Action buttons but hopefully you have picked up some good ideas after reading this blog series.

Next up on the Goldilocks Blog “Did You Know” she digs into some helpful guidelines when building your:

Home Page: A Welcome Handshake For Visitors to Your Website

In case you missed any of the earlier installments in this series, you can visit them now!

  • Call-To-Action Button Language: Creating Urgency or Scarcity

Previously on the Goldilocks Blog “Did You Know!” she discussed…

  • Product/Service Web Page: The Foundation of Your Digital Presence (9 posts)
  • What’s the Purpose of Your “About Us Page?” (7 posts)


Have a great day!

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