CTA Optimization: The Difference Between 2% and 15% Conversion

Your CTA button says "Submit." That's why your conversion rate is 2%.

Here's how to fix it.

The Anatomy of a High-Converting CTA

A good CTA has 4 elements:

1. Action-oriented copy - Tell them what to do
2. Value proposition - Tell them what they get
3. Zero friction - Remove barriers
4. Visual prominence - Make it impossible to miss

Most landing pages nail zero of these.

CTA Copy That Converts

Bad CTA Copy

• "Submit"
• "Click Here"
• "Learn More"
• "Get Started"
• "Sign Up"

Vague. Boring. Zero motivation.

Good CTA Copy

• "Get My Free Roast"
• "See What's Broken"
• "Show Me My Score"
• "Start Free Trial - No Credit Card"
• "Download the Guide"

Specific. Valuable. Clear outcome.

The Formula

[Action Verb] + [Specific Value] + [Friction Reducer]

Examples:

• "Get Your Free Analysis" (get + analysis + free)
• "Start 14-Day Trial - No CC Required" (start + trial + no commitment)
• "Download 50 Templates - Instant Access" (download + templates + instant)

Tell them exactly what happens when they click.

CTA Placement Strategy

Primary CTA: Above the Fold

Your main CTA should be visible without scrolling.

Placement:

• Hero section, right after value prop
• Sticky button (follows as they scroll)
• Both

Don't make them hunt for it.

Secondary CTA: After Social Proof

Once they've seen testimonials/proof, ask again.

Flow:

1. Value proposition
2. Primary CTA
3. Features/benefits
4. Social proof
5. Secondary CTA
6. FAQ
7. Final CTA

Three chances to convert.

Bottom CTA: Last Chance

Page ends, CTA better be there.

Make it big. Make it obvious. Last opportunity.

CTA Design That Works

Color Contrast

Your CTA blends in. That's the problem.

Fix:

• High contrast with background
• Different from brand colors
• Stands out visually

If it doesn't pop, it won't get clicked.

Size Matters

Your CTA is the same size as your footer links.

Minimum sizes:

• Desktop: 200px wide, 50px tall
• Mobile: 280px wide, 56px tall

Make it impossible to miss.

White Space

Your CTA is surrounded by text and images.

Fix:

• 40-60px spacing around CTA
• No competing elements nearby
• Visual breathing room

Let it breathe.

Visual Hierarchy

Everything on your page competes for attention.

CTA should be:

• Brightest element
• Largest button
• Most prominent position

Nothing else should look more clickable.

Removing Friction

Friction Point 1: Commitment Fear

"Sign Up" = commitment. Scary.

Fix:

• "Start Free Trial"
• "Try It Free"
• "Get Free Access"

Free = no risk = more clicks.

Friction Point 2: Credit Card Requirement

"Enter credit card for free trial" = instant distrust.

Fix:

• "No Credit Card Required"
• "Free Forever"
• "No Payment Info Needed"

Say it explicitly. Remove the fear.

Friction Point 3: Time Investment

Unknown time commitment = hesitation.

Fix:

• "2-Minute Setup"
• "Get Results in 60 Seconds"
• "Instant Access"

Show it's fast. Speed removes friction.

Friction Point 4: Unclear Next Step

What happens after I click?

Fix:

• "Get Instant Access to Dashboard"
• "Download Your Report Now"
• "See Your Score in 2 Minutes"

Tell them exactly what's next.

A/B Testing CTAs

Test one element at a time.

Test 1: CTA Copy

• Version A: "Get Started"
• Version B: "Get My Free Roast"

Run for 2 weeks. Measure clicks and conversions.

Test 2: Button Color

• Version A: Blue CTA
• Version B: Orange CTA

High contrast usually wins.

Test 3: Size

• Version A: Standard button
• Version B: 50% larger button

Bigger often converts better (to a point).

Test 4: Placement

• Version A: CTA after features
• Version B: CTA before features

Sometimes asking early works better.

Multiple CTAs: When and How

One CTA (Best for Most Pages)

One goal. One action. Maximum focus.

Use when:

• Single product
• Clear conversion goal
• Short page

Two CTAs (Use Carefully)

Primary and secondary actions.

Example:

• Primary: "Start Free Trial"
• Secondary: "Watch Demo"

Use when:

• Complex product needs explanation
• Different buyer stages
• B2B with long sales cycles

Three+ CTAs (Usually Bad)

Too many choices = decision paralysis.

Only use when:

• Different user segments need different paths
• Enterprise landing page with multiple products
• You've tested and it works

Default to one CTA.

CTA Microcopy

Text around the CTA matters.

Above the CTA

Set expectations.

"Join [X]+ users who improved their conversions"

Below the CTA

Remove friction.

"Free forever. No credit card. Cancel anytime."

On the Button

Be specific.

"Get Your Free Roast" not "Submit"

All three work together.

Mobile CTA Optimization

Desktop and mobile need different approaches.

Mobile-Specific Rules

1. Bigger buttons - 56px tall minimum (thumb-friendly)
2. Sticky CTA - Always visible while scrolling
3. Full-width on small screens - Easier to tap
4. More spacing - Prevent mis-taps

Mobile users are more impatient. Make it obvious.

Urgency and Scarcity

Add urgency. Increase conversions.

Real Urgency

• "Sale ends Friday"
• "Only 3 spots left"
• "Early bird pricing ends in 24h"

Works because it's true. Learn more about how loss aversion and scarcity principles boost conversions.

Fake Urgency

• Countdown timer that resets
• "Only 2 left!" for digital products
• Fake scarcity

Destroys trust. Don't do it.

CTA Mistakes to Avoid

Mistake 1: Multiple Competing CTAs

Five buttons on the page. Which one to click?

Fix: One primary CTA only. For more on common mistakes that kill conversions, check out 5 landing page mistakes burning your ad budget.

Mistake 2: Vague Copy

"Learn More" - learn what?

Fix: Be specific about the outcome.

Mistake 3: Low Contrast

Green CTA on green background.

Fix: Make it pop with high contrast.

Mistake 4: Hidden on Mobile

CTA requires scrolling on mobile.

Fix: Sticky CTA or above-fold placement.

Mistake 5: Too Much Friction

Asking for phone, company, job title for a free trial.

Fix: Ask only what's essential.

The Reality

Your CTA is the conversion point. Everything else on your page exists to get people to click it.

Bad CTA = bad conversions. No matter how good the rest of your page is.

Want to know if your CTA is optimized? Get roasted by PageRekt. Our Marketer Bear and Copywriter Bear will destroy your CTA copy and design (then tell you exactly how to fix it).

Try it free, or get the full Deep Dive roast for $26.99 (one-time) or $29.99/month unlimited.