A good design principle to live by when designing websites that create conversions is to ask yourself one simple question: what is the purpose of this page, and what do you want the visitor to accomplish on this page?
Your website should create a clear flow of traffic from start to finish. In other words, it should guide the visitor through a funnel that makes it easy for them to take the next step, whether that means purchasing an item, booking a service or filling out a form.
1. Start with the landing page
Your landing page or home page should guide the visitor through your site and make it clear what the next step should be. It has two main purposes:
- To quickly explain your site.
- To get users to take the next step in purchasing, booking or filling out a form.
To make that second step as easy as possible, you need to get your primary CTA right.
An effective primary CTA should be a button with a contrasting colour to your main website palette so that it stands out clearly. Ideally, you should only use this CTA once per page and keep it consistent across your site so that users can recognise it easily.
In most cases, your CTA will take users to the next step in the journey, such as a search page, booking page or enquiry form. Use decisive language like “Shop Now”, “Browse Online Now” or “Book Now”. Avoid vague wording like “See More”.
Do not repeat links unnecessarily. Every extra link adds another decision for the user to make, which increases complexity and makes it easier for visitors to drop out of the journey.
2. Keep search pages clean and easy to compare
A good search page helps users view your range of products, compare them and decide which one they want to learn more about. Because this page usually contains a number of product links, it has the potential for more CTAs.
If your products already have images on the search page, you do not always need to add “View Product” CTAs. These can feel redundant, create clutter and distract the visitor from the main task.
When deciding whether to add “Add to Cart” CTAs, ask yourself:
- Do users buy the products often?
- Do users tend to order several products at once?
If the answer is yes, then adding these CTAs to the search listings can be useful. Ecommerce websites that deal with mass or bulk purchasing often benefit from this.
The goal here is simple: make comparison easy, keep the layout focused and give users a clear path to their next step.
3. Make product pages focused on purchase
Your product page has a few responsibilities:
- Showcase the product with images or video
- Explain product features and list specifications
- Reassure users with reviews and social proof
- Make it easy for the user to finalise their purchase
The clearest CTA on a product page should be to buy the product or add it to cart. If the user has reached this far down the funnel, they should not be left guessing about what to do next.
This page has an important job, so help the user complete it.
Do not blend the CTA into the design, make the wording unclear or prioritise other actions on the page. If the CTA is prominently positioned, it does not need to follow the user around the page in a floating navigation.
Do not make the mistake of greying out or deactivating the “Buy” CTA, even if you want users to complete another task first, such as choosing a size. That kind of treatment can cause confusion and make it seem like the product cannot be purchased.
If something is out of stock, replace the CTA with a clear alternative, such as a contact form or notification request, so the user still has a useful next step.
4. Treat checkout CTAs as the final step in the journey
A checkout flow is where users provide personal and payment information to complete a purchase. At this point, the CTA becomes even more important because it is the difference between a completed purchase and an abandoned one.
A good checkout should be simple, pain-free and easy to follow. If your checkout has multiple steps, the CTAs should look and read the same on each page so that users always know where they are in the process.
The exception is the final button that completes the transaction. If users are being sent to another site to pay, that should be made clear so they are not surprised when it happens.
The more straightforward your checkout flow is, the less likely users are to abandon it.
5. Get outside help when you need it
If you are designing a new website, updating your existing one or building a mailer, these principles are useful to keep in mind when planning your CTAs.
Sometimes it helps to get support from specialists who understand how design, messaging and user behaviour work together. If you need help from the experts, feel free to get in touch with our UI / UX design team here at MO Agency.
In summary
A strong CTA is not just about colour or button style. It is about clarity, consistency and purpose.
Each page on your website should make it obvious what the visitor should do next. The landing page should guide the journey, search pages should make comparison easy, product pages should help users buy, and checkout pages should remove friction.
When your CTAs are designed with the user in mind, they become a much more effective part of your conversion strategy.
If you are also looking at your broader website experience, you may want to explore our article on designing websites that create conversions.
Frequently Asked Questions
What makes a good CTA design?
A good CTA design is clear, visually distinct and action-oriented. It should tell users exactly what will happen when they click it.
How many CTAs should a page have?
That depends on the page purpose, but the main CTA should usually be the clearest and most prominent action on the page.
What CTA wording works best?
Simple, decisive wording tends to work best. Examples include “Shop Now”, “Book Now” and “Add to Cart”.
Should CTAs be the same across the whole website?
Yes, consistency helps users recognise the main action faster and makes the site easier to navigate.
What should I do if my product is out of stock?
Use a clear alternative CTA such as a contact form or notification request so users still have a useful next step.
