CTA Buttons, Brain Science Up Email Conversions
3. Don’t Overlook the Size and Shape
When it comes to size, buttons should be big enough that they can be easily tapped on a mobile phone, but not so obnoxiously large that they ruin your overall design. Apple recommends they be at least 44 pixels, squared (the size of the human fingertip), but most good CTA buttons are much bigger than that.
As for shape, rectangular buttons are by far the most popular. But because our brains are programmed to avoid pointy things, make sure to round off the corners. And if you’re feeling adventurous, test out a circular CTA. It looks like a button that’s begging to be pushed.
4. Give It Plenty of Room
CTA buttons don’t play well with others, so make sure yours isn’t competing with other content for attention. Because 80 percent of subscribers are only scanning your email, it should be clear at a glance what you want them to do. And consider placing a CTA above the fold rather than at the very bottom. People spend almost 80 percent of their time above the fold, according to the Nielsen Norman Group, so you’ll catch those folks who are ready to act right away without forcing them to sift through content to get there.
Also, make your CTA the star of the show by surrounding it with plenty of white space to help it stand out — but not so much room that it doesn't feel like part of the overall design. It should attract the eye, not look lost in the desert.
Disclaimer alert: Your audience is unique, so you’ll have to test color, copy, shape and placement to find the right combination that sends your email conversion rates soaring. But it’s totally worth it in the end: A/B tests can boost conversion rates by as much as 49 percent!
Related story: CTA Buttons That Convert