WHAT IS A CTA BUTTON AND WHY IS IT IMPORTANT?
By Emma Coykendall
A CTA (or call to action) Button is that button that says “Book Today” or “Buy Now”. It gives site visitors a job to do and makes them more likely to follow through to the next part of your site's buying process. There is a specific science and strategy behind where to place your CTA Button and in this short article we’re going to walk you through it!
1. The “Z” Pattern
The “Z” pattern is a natural way our eyes scan a webpage—without us even realizing it. The moment we land on a page, our eyes instinctively start at the top left corner, move across to the top right, then diagonally down to the bottom left, and finally across to the bottom right. This movement creates a Z shape, influencing how we absorb information and where key elements should be placed.
This can be a bit confusing so check out our video for a helpful visual.
So how do we apply this information? You’ll notice most websites have their logo or company name in the top left corner, this is perfect! You want your audience to focus on that first. After that though, when their eyes begin the “Z” pattern you want the next thing they see to be your first CTA button. Because of this, you’ll place it in the top right corner. This will be your most important CTA placement.
Next, you’ll want a secondary button and this will go in the middle of your screen. As your potential customer’s eyes continue their “Z” shaped journey they’ll hit the middle of the page before reaching the bottom right corner. That’s why you want your second CTA button to be right in the middle.
2. Another Helpful Hint
CTA buttons are important; you want people to continue on to the final page where you close the deal. However, you have other good information you want them to see as well. The bottom of your page is perfect for this. As the final line in the “Z” is reached the last thing your customers will see is important.
In the above video, a cabin rental company, Dogwood Cabins, has some fun tours they want to promote lining the bottom of their screen. Customers can visit these links and learn more all because of the “Z” pattern.
3. Want To Learn More?
If you want to dive deeper into the “Z” pattern, CTA buttons, and marketing strategies, be sure to check out our resources!
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- For a must-read on effective marketing, check out Marketing Made Simple by Donald Miller. (That’s an affiliate link — we earn a small commission if you buy.)