6 mistakes to avoid when designing your CTAs

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Mistakes to Avoid When Designing Your CTAsPicture this: You’ve worked really hard at creating an attractive website and writing top-notch content, but you still found your conversion rates lagging. The reason may be your CTAs.
CTAs may seem like an insignificant element to you, but they can be decisive for your conversion efforts. A well-placed and well-written pharmacy email database CTA can be the bridge between a visitor and a customer on your website. Without it, you could be missing out on countless conversions.

Today, in this article, we'll explore the most common CTA design mistakes and learn how to make them actually work for you.

Mistake #1: Not understanding your audience
Understanding your audience is the cornerstone of any marketing or go-to-market strategy, and CTAs are no exception. The message you convey through your CTA can be the deciding factor between a bounce and a conversion.

General, generic CTAs like “Click here” or “Learn more” don’t provide any context or reason for the user to take action. On the other hand, a more effective, audience-tailored CTA clearly conveys the value or benefit to the user, such as “Get your free eBook now” or “Start your 30-day trial.” According to a study also conducted by HubSpot , personalized CTAs performed 202% better than default versions.


hubspot cta stats
Source: HubSpot

Consider the example of Recurpost, a content scheduling website below. The platform managed to increase its conversion rate from 10% to 25% simply by changing the CTA on its webpage from “Scheduled Posts” to “Schedule TikTok Posts Now.”


Tiktok Scheduler
Source: Recurpost

The modified CTA also clearly shows users that Recurpost supports TikTok scheduling, which might not have been obvious with the generic “Scheduled Posts.” This clarity can reduce bounce rates as visitors quickly understand the platform’s capabilities.

The same applies to the CTAs you include at the bottom of your sales email. If it doesn’t resonate with your audience, it can drastically hurt your conversion rate.

Mistake #2: Overlooking visual hierarchy
In web design, visual hierarchy determines the sequence in which our eyes perceive what they see. When it comes to CTAs, this hierarchy is important to ensure that the most vital action is also the most visually prominent.

Every aspect of a CTA, from its color to its shape, plays a role in attracting your audience’s attention. Colors, for example, evoke emotions and drive action. We all have intuitive associations with different colors. Just as green conveys positivity, red symbolizes urgency. This has proven to be very impactful in the case of Performable’s website .


CTA Comparison - Performable
Source: HubSpot

The website once changed its CTA button from green to red, which resulted in a staggering 21% increase in conversions .

Size and prominence also determine the CTA's notoriety. If the CTA is too large, it can feel overwhelming, and if it's too small, it risks going unnoticed. Therefore, the key is to make sure that the CTA stands out without overshadowing other vital content on your webpage.

You can also use real user tracking tools to visually monitor how your visitors interact with your CTAs.

Mistake #3: Poor placement of CTAs
CTA placement is often a balance between being unmissable but not overbearing. Many experts consider the “above the fold” region to be the best placement for a CTA. Above the fold refers to a portion of the web page that visitors can view without scrolling. Data also suggests that content in this area captures a whopping 80% of a user’s attention.

While “above the fold” is a good place, CTAs can thrive elsewhere, too. Sometimes placing them at the end of informative content or introducing them as timely pop-ups can be just as, if not more, effective.

A great example of this comes from Michael Aagaard of Content Verve. His experiment of placing a CTA at the bottom of a long B2C landing page resulted in a staggering 304% increase in conversions.


CTA at the bottom of a lengthy B2C landing page testing
Source: CXL

But remember, a CTA hidden at the bottom of the page, overshadowed by other design elements, is a missed opportunity. If visitors can’t easily find your CTA, they won’t know what action you want them to take, costing you potential conversions.

In short, while there is no one-size-fits-all approach to considering the best placement for your CTAs, understanding your audience’s behavior and testing different placements can guide you toward the sweet spot for your CTA.