Effective interactive systems included in digital products such as apps and websites are usually composed of small elements that contain different tasks and functions. To make the entire interactive system run seamlessly and smoothly, it is very necessary to control the details.
Among many interactive controls, the button is one of the most common and core interactive elements. Its concept originates from the real world, and its history is almost as long as that of GUI. Whether the button is well designed has a very direct impact on the conversion rate of the entire UX. In the interface design of web pages and APPs, the CTA button has the greatest impact on user experience and conversion rate. In many cases, the CTA button is respected by UX designers and UI designers, and is regarded as many UI/UX solutions. best practices in . In today's article, let's briefly discuss the issues related to the CTA button.
What is a CTA button? Why is it so important?
CTA is the abbreviation of Call to Action, which is usually called a call to action in Chinese, and the CTA button is a call to action button. When designers consciously guide or even induce users to perform specific actions through design, such as b2b data clicking a button, leaving contact information, or making a purchase, it is a call to action.
Traditional CTA buttons are easy to notice. Designers deliberately create this "eye-catching" situation, so that users can't resist the urge to click. To achieve this, designers often pair buttons with specific call-to-action phrases, such as “learn more” or “buy now,” or explicitly or implicitly encourage or nudge users to take action.
The main purpose of call-to-action, a UX design method, is to generate interactions, behaviors, improve conversions, and achieve business goals. When a button is designed enough to grab the attention of potential users, it has the potential to lead users to the next stage. When the user chooses to click the button, fill out the form, and place an order to buy, the purpose of this CTA is achieved.
Through the design of one call to action after another, users gradually enter different stages in the website and APP, enter different links, understand products, select services, perform operations, and complete tasks. Even the most professional and high-quality content cannot guarantee that users will remain highly engaged at all times, and without the CTA button, users may simply glance and leave. As we often say, in this age of information explosion, the fragrance of wine is also afraid of deep alleys.
Some people may think that a good enough CTA button only needs to be large enough in size and bright enough in color. In fact, it is not. To ensure the conversion rate of call-to-action, there are many aspects that need to be considered.
What factors make the CTA button?
Dividing the importance of elements by size is a common method in UI design. The bigger the element, the higher the importance, the logic is clear. Since the goal of a CTA button is to grab the user's attention, designers often need to make it stand out enough against other on-screen buttons and elements, and increasing the button size is an obvious way to do it.
In terms of probability, large buttons are usually easier to be noticed and clicked by users than small buttons. However, the button can't always be enlarged indefinitely, right? While enlarging the button, you need to keep it in harmony with the overall layout to avoid breaking the overall hierarchy. If you don’t know how to control the size, you can refer to the mainstream design specifications: Apple’s HIQ requires CTA buttons to be at least 44×44 px, while Microsoft recommends at least 34×26 px.
color and shape
Creating visual appeal through size differences is just one aspect of what a CTA can do. In order to make the button clear enough, the choice of color and shape is equally important. Human perception of color and shape is also remarkable, although these feedbacks are often not noticed much in everyday life. When our vision perceives visual signals composed of shapes and colors, the signals are transmitted to the brain, and the brain sends different signals to neurons, secretes hormones, and makes different feedbacks in the areas responsible for emotions and feelings. Psychology believes that different colors and shapes have different effects on the brain. In previous articles, we have covered these topics, and here is a summary of the relevant topics: