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Imagine this: Your website is attracting hundreds, even thousands, of visitors each day. Traffic is booming and engagement seems promising, yet conversions remain disappointingly low. That’s the exact situation a growing e-commerce brand faced before discovering the root of the problem: their call-to-action (CTA) buttons weren’t doing their job.
The issue wasn’t their product, pricing, or traffic quality; it was their underperforming CTAs. Their buttons blended into the page, their wording lacked urgency and crucially, none of it had ever been tested. With one simple change, running A/B tests on button styles and text, they uncovered what resonated with their audience. In fact, industry reports suggest that 85% of businesses prioritise call-to-action triggers for A/B testing and 72% of companies have reported a boost in conversion rates through A/B testing optimisation efforts.
The key takeaway? Something as small as changing the colour of a button or rephrasing a CTA from “Learn More” to “Get Started Now” can have a significant impact on your conversion rate. In this blog, we’ll explore why not testing your CTAs could be costing your business and how to fix it.
Call-to-actions (CTAs) are the gateways to conversions, whether you're looking to drive sign-ups, product purchases, downloads, or form submissions. Without them, users may browse your site without ever taking the next step.
However, relying on untested CTAs is a costly oversight. Too often, businesses settle for generic phrases like “Click Here” or “Submit,” which fail to inspire action or convey value. Add poor button placement, such as burying CTAs below the fold or in cluttered layouts and your users may not even notice them. On top of that, weak design choices can cause buttons to blend in with the background, losing the visual prominence needed to drive interaction.
The impact of these missteps is more than theoretical. According to marketing studies, companies that A/B test their CTAs report up to 30% higher conversion rates. That’s a compelling argument for making CTA testing a regular part of your optimisation strategy.
Absolutely. The design of your CTA button isn’t just about aesthetics; it directly influences whether a user clicks or ignores it.
Size & Shape: A button that’s too small or oddly shaped may go unnoticed or be difficult to interact with. Rounded corners vs. sharp edges, pill shapes vs. rectangles, each can affect user perception and engagement.
Colour Psychology: Colour choices can evoke emotion and prompt action. Using contrasting colours helps your CTA stand out from the rest of the page. For example, a bold red or vibrant green button against a neutral background draws the eye and signals urgency or opportunity.
Placement & White Space: Where your button sits on the page matters just as much as how it looks. CTAs placed above the fold or near engaging content typically perform better. Adequate white space around the button also increases visibility by reducing visual clutter.
Mobile vs. Desktop Considerations: Your CTA should be easy to tap on mobile devices, with enough spacing around it to avoid accidental clicks. Responsiveness is crucial; what works on a desktop layout might become invisible or awkward on smaller screens.
By testing various design elements, you can discover what truly resonates with your audience and avoid leaving potential conversions on the table.
Design matters, but the words on your call-to-action button can make or break its effectiveness. The most clickable CTAs are those that are clear, compelling and aligned with the user’s intent.
Clear vs. Vague CTAs: Ambiguous phrases like “Learn More” or “Click Here” offer little value or incentive. In contrast, specific prompts such as “Get Started Now” or “Download Your Guide” give users a clear understanding of what to expect next and why they should click. Clarity builds trust, which is essential for conversion.
Using Power Words & Urgency: Adding persuasive language can significantly boost engagement. Words like “Exclusive,” “Limited-Time,” “Free,” or “Instant” tap into the psychology of urgency and reward. For example, “Claim Your Free Trial” is more compelling than simply “Sign Up.”
First-Person vs. Second-Person Text: Subtle voice changes can influence user response. Studies have shown that using first-person language, such as “Start My Free Trial”, can outperform second-person alternatives like “Start Your Free Trial.” This shift makes the experience feel more personal and increases the likelihood of action.
Small adjustments in phrasing can lead to big lifts in clicks, which is why testing different CTA copies should be a core part of your optimisation process.
If you want to know what truly works for your audience, guessing won’t cut it. A/B testing your CTAs is a structured way to determine which variations perform best based on real user behaviour.
Set a Clear Testing Goal: Before you begin, decide what you're trying to improve, whether it’s increasing newsletter sign-ups, boosting purchases, or getting more demo requests. Clear goals ensure your tests are focused and measurable.
Test One Variable at a Time: Avoid the temptation to change multiple elements at once. Isolate variables like button colour, CTA text, or placement so you can accurately attribute performance differences to a single change.
Use Heatmaps & Analytics: Tools like heatmaps help you understand where users are clicking, or not clicking. Pair this with analytics to measure conversions, bounce rates and engagement metrics for each variation.
Iterate Based on Data: Testing is not a one-time event. Review your results, identify what worked and apply those learnings to future iterations. The more you test and refine, the closer you’ll get to a CTA that consistently drives results.
Effective A/B testing transforms guesswork into growth, helping you create CTAs that truly convert.
One of Mr Digital’s e-commerce clients wanted to increase engagement with their discounted products and drive more traffic to their category pages. With this goal in mind, the team introduced A/B testing as part of a broader product optimisation strategy.
Among the key elements tested were the design and colour of the “Sale” icons, visual CTAs that guide users toward high-value deals. Alongside these tests, the team also improved product categorisation and refined listing layouts to create a more intuitive browsing experience.
The client saw a 157% increase in new users, with a noticeable uplift in sales for discounted items. The visual tweaks helped draw attention to offers and when paired with improved structure, they contributed to more meaningful user journeys and conversions.
This highlights the power of CTA testing as part of a larger strategy, where even small changes to visuals and messaging can fuel measurable business growth.
Call-to-actions may seem like a minor part of your website, but as we’ve seen, they carry significant weight when it comes to driving conversions. From the wording on your buttons to their size, colour and placement, every detail matters.
Failing to test these elements means leaving potential growth on the table. Whether it’s vague messaging, poor design choices, or ineffective positioning, even the smallest misstep can impact your results. On the other hand, businesses that embrace regular A/B testing often uncover simple tweaks that lead to powerful performance gains.
The bottom line? CTA optimisation isn’t a one-and-done task; it’s a continuous process of refinement. By consistently testing and learning from your audience, you can turn passive visitors into active customers. Want to optimise your CTAs for better conversions? Let’s test what works best for your audience; get in touch with us today!
Joshua is a Senior Content Writer with a diverse background in journalism and storytelling. He has a passion for crafting engaging and informative content that resonates with target audiences. Joshua's experience in writing and his understanding of digital marketing ensure content is both captivating and effective in achieving marketing goals.
Praveen is a Senior UI Designer with over 11 years of experience in the field. He has a comprehensive understanding of design principles and user experience, and he's skilled in creating visually compelling interfaces that are both user-friendly and effective. Praveen's designs are informed by his extensive industry knowledge and a commitment to driving conversions.
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