- Jonathan Greene
- April 10, 2023
- 8:29 pm
- 86 Comments
Have you ever wondered why some call-to-action buttons get clicked on while others are ignored? It turns out that there’s a science to the art of button design. In this post, we’ll explore the psychology of clicks and what makes people click on your call-to-action buttons. We’ll also share statistics, research, and anecdotes to illustrate the concepts.
Color Psychology
The color of your call-to-action button can have a significant impact on click-through rates. For example, red buttons have been shown to increase conversions by up to 34%. However, it’s not just about using any bright color. The color should contrast with the surrounding page to make it stand out.
In a study by HubSpot, they found that green buttons performed better than red buttons in terms of click-through rates for one of their clients. This just goes to show that it’s important to test and experiment to find what works best for your specific audience.
Button Text
The text on your call-to-action button is just as important as the color. It should be short, clear, and action-oriented. Words like “download,” “subscribe,” and “register” have been shown to be effective. The copy should also create a sense of urgency, such as “limited time offer” or “only a few spots left.”
In a study by Wordstream, they found that changing the button text from “order information” to “get information” increased click-through rates by 38%. This shows how small changes to the button text can make a big difference.
Social Proof
Social proof is a psychological phenomenon where people follow the actions of others in order to conform. You can use social proof to increase the likelihood that people will click on your call-to-action button. This can be done by including customer testimonials, star ratings, or the number of people who have already taken the desired action.
For example, in a case study by OptinMonster, they found that adding social proof in the form of customer reviews increased conversions by 34%. This shows that people are more likely to click on a button if they see that others have already done so.
Friction
Friction refers to any obstacle that makes it difficult for people to take the desired action. This can include lengthy forms, slow loading times, or unclear instructions. The more friction there is, the less likely people are to click on your call-to-action button.
In a study by Unbounce, they found that reducing the number of form fields from 11 to 4 increased conversions by 120%. This shows that even small changes to the user experience can have a big impact on click-through rates.
Context
The context in which your call-to-action button appears can also impact click-through rates. For example, a button that says “buy now” may work well on a product page, but not on a blog post. The context should be considered when designing the button and the surrounding elements.
In a study by Nielsen Norman Group, they found that users were more likely to click on a call-to-action button that was surrounded by white space. This shows that the context in which the button appears can influence how people interact with it.
In conclusion, the psychology of clicks is a complex but important topic for anyone who wants to improve their conversion rates. By considering factors such as color, button text, social proof, friction, and context, you can design call-to-action buttons that are more likely to get clicked. However, it’s important to remember that what works for one audience may not work for another, so testing and experimentation are key.
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