Use Contrast to Highlight CTAs

Why Using Contrast to Highlight CTAs Matters

CTAs (Call-to-Actions) are critical in guiding users toward conversions, and using strong contrast ensures they stand out. If users don’t notice your CTA, they are less likely to take action, meaning missed conversions and sales. Color contrast between the CTA and the surrounding elements makes it visually prominent and easy for users to engage with.

Low-Visibility CTAs Kill Engagement

• 70% of websites fail to have clear, standout CTAs due to poor use of color contrast, leading to lower interaction rates.
A CTA that blends into the background results in 50% fewer clicks, as users don’t notice it or aren’t drawn to engage with it.
• 48% of users judge website design based on how easily they can spot actionable elements, like CTAs.

Examples: How Improving CTA Contrast Boosted Engagement

Shopify - 12% Conversion Increase

Shopify merchants who adjusted their CTA buttons to feature higher contrast colors saw a 12% increase in conversion rates. The clear, bold design made CTAs more noticeable, encouraging more users to click.

HubSpot - Boosted Engagement by 20%

HubSpot optimized the color contrast of their CTA buttons, using bold orange against a white background. This simple change led to a 20% increase in user interactions.

Booking.com - Improved Accessibility and Conversions

Booking.com made their CTAs more visible with contrasting blue buttons on a white background, improving both accessibility and conversion rates by 15%.

Plan: How to Use Contrast to Boost CTA Performance

Follow these steps to make your CTAs stand out and improve engagement:

1. Choose High-Contrast Colors
Ensure that your CTA buttons are in contrasting colors compared to the rest of your website. For example, if your site uses a light background, use dark or bold colors for your CTA buttons.

2. Test Different Color Combinations
Test different color combinations to see which ones perform best. Tools like Adobe Color or Contrast Checker can help you find the perfect balance between visibility and brand consistency.

3. Use Bold Designs
Make your CTAs larger and bolder than surrounding elements. This isn’t just about color; size and weight matter too. Bold, oversized CTAs naturally draw more attention.

4. Improve Accessibility
Use tools like WCAG (Web Content Accessibility Guidelines) to ensure your contrast ratio meets accessibility standards, making it easier for all users, including those with visual impairments, to navigate your site.

5. Monitor and Optimize
Track the performance of your CTAs using analytics tools to see if the contrast improvements are leading to more clicks. Adjust based on user interaction data.

Do It Yourself

• Step 1: Select bold, high-contrast colors for your CTA buttons to make them stand out.
• Step 2: Use tools like Contrast Checker to ensure accessibility while maintaining brand consistency.
• Step 3: Monitor performance metrics and adjust color combinations if needed for optimal results.

Key Takeaways

Using contrast to highlight CTAs helps you:

• Increase visibility and interaction by making CTAs stand out from the surrounding design.
• Boost conversions by drawing users’ attention directly to the action you want them to take.
• Improve accessibility, ensuring your website is usable for a wider audience, including those with visual impairments.

Optimizing CTA contrast is a simple yet powerful way to enhance user experience and drive more conversions on your site.