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8 Tips to Optimize Your CTA Buttons for Conversion

by Neil Patel

If you had to pack all your conversion wisdom and power into one tiny space, it would be the call to action button. It’s amazing how a single button can make or break an online business.

I’ve spent a lot of money and a lot of time making sure that my call to action buttons are as optimized as possible. I’ve co-founded two businesses and helped thousands of entrepreneurs, so I know how important conversions are, and how the call to action button plays into that success.

Along the way, I’ve learned a few things that can usher in floods of conversions, plus some things that can destroy conversions. In the paragraphs that follow, you’re going to discover exactly what I learned about creating call to action buttons that work.

1. Use a color that stands out

First, your call to action button should be a color, preferably not white, gray, or black. Beyond that, however, it should be a color that stands out.

The number of color combinations, gradients, shadows, fonts, kernings, borders, and other options is infinite. Make it easy on yourself with this quick color-choice checklist:

  • It needs to be a color.
  • It needs to stand out from the background.
  • It needs to not clash with the background.
  • It needs to grab your attention.

To find out if a color grabs your attention, simply create a variety of buttons and do the glance test. You can use to create the buttons. Lay them all out, and take a one-second look. Which one is most noticeable? Which one stands out the most? Which one do you look at first?

buttons 1

A lot of this decision-making will depend on your site’s color scheme, the existing design elements, and the background color.

2. Keep it simple

I’ve seen people do some real dumb things with buttons. They think, “Oh, so the button is supposed to stand out! Okay, I’ll put images, arrows, and CSS effects on it!”

This could be a mistake. Testing has proved that the best-performing buttons are those that have a simple statement and few design frills.

For example, tested two buttons. One had a cool eye-catching graphic. The other had a simple in-your-face message. The one without the image performed better. Simplicity, as it has been shown in test after test, trumps garishness.

buttons 2

Simplicity, of course, doesn’t mean boring. You can still fire it up with great colors, sizzling copy, and high octane design. Just don’t go crazy.

3. Size it sensibly

Here’s the rule on size:  Make your button a size that makes sense. Bigger is not always better.

The whole point of a button is to make people click on it. So, make it easy for them to do so. If you make it too big, however, it looks odd or unnatural, and may cause people not to click on it. The button needs to be big enough to click comfortably, but not so big that it looks weird.

4. Let them choose if you must, but only two choices

Most of the time, CTA buttons are going to be just that — a single button with a single message.

Sometimes, however, it’s strategic to use the choice approach. Psychology studies have proven that too many choices create paralysis. In the “paradox of choice,” people end up choosing none of the many options offered. If there are fewer options, however, then people are way more likely to choose one of them.

Another psychological tidbit is the “say yes” principle. If you can get someone to cognitively “say yes,” then they are more likely to convert. Landing pages often do this by presenting images or messages that a user will agree with. When it comes to the conversion action, the user is more likely to convert because he or she has been in agreement with the messaging.

If you’re going to give users a choice, only give them two. — the smart choice and the dumb choice. It’s intentionally a no-brainer. You’re not insulting their intelligence. You’re just subtly influencing their decision-making by making the choice really, really easy for them.

5. Make it look clickable

If the user is going to click on something, they need to know it’s clickable. Since we’re talking about “buttons,” I think this is pretty obvious, but let me just drive the point home with a few specific instructions.

Things that look like buttons are…

  • Rectangle shape.
  • Have clear boundaries or borders.
  • Have white space surrounding them.
  • Use a contrasting color.

Your button should look like a button to get more clicks.

6. Make the button the next obvious action

Buttons are part of the larger flow of a landing page or conversion funnel.

As a user moves mentally through the process, the button should be the final, and culminating, climax of the process. He or she should know — “Ah, now I’m supposed to click on the button!”

I discovered this when testing Crazy Egg call to actions. After testing, I realized that calls to action that were related to the product were the ones that had higher conversions. Originally, I was using a button that said “See plans and pricing.” Then, I tested a button that said “Show me my heatmap.”

buttons 3

“Show me my heatmap” had a 20% higher CTR. My takeaway was that calls to action that were the next obvious action of the conversion funnel were more likely to convert.

The next obvious action of Crazy Egg is that people want to see what I just described to them in glowing terms. They don’t want to look at “plans.” They want to see a heatmap!

Next logical action?  Yes.

7. Keep your button copy short

Button copy is like the KO punch. It has to be a straight, hard, packed-with-power jab in just the right place. You’re not spilling words all over. Instead, you’re choosing just a few words very carefully.

The button copy should be readable at a simple glance. If it takes more than one second to read, then it’s too long.

Think about road signage. You know, in a split second that a stop sign says “Stop,” that a yield sign says “Yield,” and that an exit sign says “Exit.” Each sign has clues of color, size, shape, and placement that indicate its purpose and message.

Call to action button copy is the same way. You’ve prepped the user with messages, colors, codes, placement, and a suggested intent based on the flow of the page. Now, they need to simply glance at the button to just be pushed over the edge.

When they get to a button, people should no longer be in reading mode. They’re in clicking mode.

Glance. Click. Done.

I recommend that you make button copy no more 60 characters. If you get into 60+ characters, tons of words, and lots of brain effort, you’re losing your chance at a conversion.

Here’s a comparison.

This button below is borderline too long. There are 63 characters, including spaces. Plus, there are too many words. One of those words has five syllables! I find myself working too hard to read it, much less click it.

buttons 4

The next button from my personal site is way shorter. You’ve got twelve characters, three syllables, two words, and one overpowering message.

buttons 5

8. Make your copy sizzle

Button copy is not throwaway copy. It’s one of the most important few words on your page. I can’t tell you exactly what your copy should say, but I can tell you some of the techniques that improve conversions.

Use action words

Verbs are the most important elements of a button copy. “Get” “Reserve,” “Own,” “Dominate,” “See,” “Give,” “Use,” “Try” — these are all words that suggest action and momentum.

Don’t ever use the word “submit” in your button copy. Testing shows that the word “submit” has low clickthrough rates. A study from HubSpot revealed that buttons with the word “submit” have a 14% conversion rate, compared with a 17% conversion rate for  buttons that didn’t have the word “submit.”

Boring action words — “submit,” “download,” and “register” — can lower your conversion rate.

buttons 6

Image from Hubspot.

Use timing words

It’s helpful to create a sense of urgency. The word “now” often helps to rush people into action.  Another word is “today.” As long as people feel a bit urgent, you’ve accomplished your goal.

Here is one button that uses the word “Today.” Sadly, they use the color gray and a the dead word “register.” Oh well.

buttons 7

Image from Hubspot.

Keep it positive

Occasionally, some have used the negative technique — telling people not to click. This technique should be used with care. Generally, people feel more optimistic when they see words like “Yes!”

Use a few obvious nouns

Whoever your users are, there are a few words that they really like to hear. “Guide,” “Ebook,” “Course,” etc. Your button copy should explain what it is that they will see or get once they click.

Amazon’s buy button uses both a compelling action word — “proceed,” suggesting movement — and an obvious noun, “Checkout.” With its use of a contrasting color, this button possesses a powerful sense of progress and value.

buttons 8

Suggest value

The word “free” is often used in button copy, and with good reason. It suggests to the user the value they will get when the click on the button.

Your value proposition was communicated earlier in the funnel. Now,  with your button copy, you remind people of that value proposition through a few strategic words.


There’s no right color, size, image, or text that will improve conversions. You’ll notice, I gave you eight points of advice but not a formula for success.

That’s because there is no such formula. You need to choose elements that fit your niche and audience.

An article on Unbounce put it this way:

Buttons come in all sizes, shapes, and colors, and there really is no one-size-fits-all solution that works every time. People like to say stuff like “You should never use red because it’s a stop color” or “Green buttons are best!” While such generalizations are convenient, they rarely mirror reality. What actually works will vary wildly depending on context and the layout of the landing page.

Your results will vary, so you should test different versions to see which one converts best.

What tips do you have for optimizing your call to action buttons?

Read other Crazy Egg articles by Neil Patel.



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Neil Patel

Neil Patel is the co-founder of Crazy Egg and Hello Bar. He helps companies like Amazon, NBC, GM, HP and Viacom grow their revenue.


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  1. Steven says:
    October 1, 2015 at 5:56 am

    Too bad the convert verve split test is soiled. There’s no way to know if the change in message or the change in graphic made the difference. Switching “download” to “get your free converter” could theoretically have been the cause. (unless this was accounted for in other testing and already factored in, in which case disregard my comment!)

  2. Michael Hopps says:
    May 1, 2015 at 12:48 pm

    Neil, this is a helpful guide as I continue growing my optimization skills. Thank you! I am growing the A/B testing program for – we’d love to have you stop by! Cheers, Michael

    • Kathryn Aragon says:
      May 1, 2015 at 4:00 pm

      I’m glad you found it helpful, Michael. Good luck with your A/B testing program. If you ever have a cool case study, let us know.

  3. Colin says:
    January 20, 2015 at 7:18 pm

    Some great tips here guys! Thanks for the article.

    It’s interesting the difference a background colour makes!

    • Kathryn Aragon says:
      January 21, 2015 at 9:07 am

      So true, Colin! That’s why it’s so important to test your results.

  4. Kieren Trinder says:
    October 21, 2014 at 12:39 am

    I was going through the Way Back Machine last night and the one thing that stood out was the disinct lack of cohesive CTA’s in web design – even as late as the mid-late 2000’s. Not sure when the shift to a more scientifically eye-tracking method happened on a wide scale.

  5. Andrew says:
    October 17, 2014 at 4:14 pm

    Awesome advice Neil! Thanks for sharing. I’m totally blowing it on #1 but soon to be fixed!

    • Neil Patel says:
      October 19, 2014 at 2:16 pm

      Andrew, glad I could help. I look forward to hearing much more from you.

  6. Aahna says:
    July 24, 2014 at 5:51 am

    Hi Neil,

    Really solid points, but again you need to test and see the results what’s working for your landing page. We can read suggestions but results can be improved only by testing various changes.

    • Neil Patel says:
      July 24, 2014 at 4:05 pm

      Aahna, glad we could help 🙂

    • kapil heera says:
      August 4, 2014 at 1:52 am

      Hello Aahna,

      i would like to say that if you want to see the results then you have to implement all the changes and you should not depend on others experince if your target area is not same.


  7. Martijn Engler says:
    July 23, 2014 at 6:58 am

    That A/B test in #2 seems a bit flawed to me. The copy on the button is totally different.

    And, as is stated in #8, some words convert better than others. “Download” is even explicitly listed as a boring one that can lower your conversion rate.

    • Neil Patel says:
      July 23, 2014 at 9:30 pm

      Martijn, let us look into it.

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