By Owen Fay . Posted on June 16, 2022

The Call-to-Action (CTA) is the final moment when your turn interest into action, it’s the conversion of a visitor to a lead or customer.

Most of the time your CTAs are unassuming and small, in the corner of your website, blog, or product page. You might think that having a CTA is all that matters, but you would be wrong.

It’s easy to think the copy, color, or placement doesn’t matter, but all of these factors make a big difference in conversions. The best CTAs are carefully created and consistently tested to get the most leads, or conversions.

A call to action is usually expressed as a command or action phrase, such as “Sign Up” or “Order Now,” and usually appears as a button or link. This can be text on a button (CTA button) or a web link, while CTAs in email campaigns are frequently linked to a webpage where the user can take additional action.

In this blog, we will explain the process of A/B testing CTAs successfully and get all of the information you need to optimize your CTAs.

What is a CTA

A CTA is the call-to-action, typically a button, pop-up, or form that visitors fill out to subscribe, sign-up, or become a customer, it acts as the place visitors turn into customers, it’s a message on a website that tells the user to take a specific action.

To convince visitors to take action on your website, a CTA must be appealing and draw their attention. Despite its potentially huge impact, most CTAs aren’t tested or optimized, most of the time designers set a CTA and forget it.

The CTA is any proposal or action you want users to take, and it can take many different forms depending on the conversion action. If you want users to take multiple actions, there might be multiple calls to action on the same page.

Why CTA Testing is Important

A call to action is an essential part of a website and serves as a guide for the user on what to do next. Without a clear CTA, the user may be unsure of how to purchase a product or sign up for a service.

In this case, a user is more likely to abandon the site before turning into a customer. Ineffective CTA’s can fail to engage users and drive them to become customers, they need to know where to click to sign up or buy your product. It informs potential customers on the next steps to take and reduces friction as the user progresses through the sales funnel.

Almost every business has a call to action on their website, but they aren’t necessarily in the ideal location, have the best copy, or are the perfect color to attract users. CTA testing allows you to evaluate all of these elements in order to determine the most effective strategy to develop a CTA for your company.

What to Consider When Testing a CTA

There are five things you need to consider in order to create a call to action that produces the best results. You raise your chances of missing out on opportunities for each one of these elements you don’t optimize.


The first and most important thing in a CTA is the message or copy. The text you use in your CTA makes a big difference. Typically businesses use “Sign-up”, “Subscribe”, or “Contact Us” but adding more information to the CTA can help.

“Sing-up now” can be more effective than just “Sign-up” and “subscribe to our newsletter” is better than “subscribe”

You want the CTA to be short and engaging but tell users what they are getting.

Your CTA can be effective by paying attention to the copy that is used. What makes the biggest difference is how you communicate your message. “Sign Up Free” is more efficient than simply “Sign Up” and  “subscribe to our newsletter” is better than “subscribe”. Adding context to what they are signing up for, the benefit of signing up, or any other meaningful information helps a CTA.

While more context creates a better call to action, they still need to be short and to the point while staying engaging. Try to use only a few words to get the point across and let users know what they’re getting.


When it comes to designing the call to action, color is important. Colors, in addition to the overall style of the page and the messaging, are what attract visitors to convert.

Your CTA needs to be consistent with the brand but stand out at the same time. You don’t want to use a bright red CTA button on a design that is mostly green. You should consider using a more vibrant version of your brand’s colors to make the CTA stand out.

Using the right color for your call to action can make a big difference in attraction, identification, and ultimately conversions.


The location or placement of your CTA can also have a big impact on how many times users click on it.

What is the location of your call to action? Is it better to put it at the top, middle, or bottom of the page? Most pages have a CTA in the corner or at the bottom of the page, while these can be great if the message and color are effective, there are other placements that can help

No matter where the user is on the site, the CTA should be visible. It should be in a prominent location where users can find it, such as the header, near the most essential tabs, or in the most important content.

Adding many CTAs to a page, especially on a product or landing page, can help with conversions. For example, if you have a Google ad landing page having a CTA between each block.


The size of your CTA can have an impact on the overall design of your website. The CTA should stand out, but shouldn’t overpower the rest of the page.

It’s possible that a small button will go unnoticed, having a very large button could take away from the important content. Finding the right size for your CTA makes all the difference, that’s where testing comes in.

Consider several sizes to find the largest call-to-action you can have without taking away from the content.


CTA shape should also be consistent with the website design. You should test multiple shapes to understand if it makes a difference in attracting users.

No matter how innovative and adventurous you are, there are some shapes you should avoid. A triangle button, for example, probably won’t help with conversions.

A simple yet effective button or form is usually the best, although other CTA shapes can be considered to find the most unique and effective way to draw users to your CTA.

How to A/B Test CTAs with Poll the People

Poll the People makes A/B testing easy, with tests completed in about an hour and detailed explanations from every respondent you can find the best CTA for your website in no time.

There are 3 main steps to finding the best CTA for your website:

Decide What you Want to Test

A/B testing isn’t designed to be a method that is used randomly, it’s designed to assist you in improving specific parts of your CTAs. That means that doing a meaningful, effective A/B test depends on deciding which specific variables you want to optimize.

Are you trying to figure out what the perfect copy for your CTA is? Are you looking for the best color to use? Do you want to figure out where the best placement is?

Concentrate on one factor at a time, you don’t want to test more than 2 versions at once. If you’re testing for placement, show participants 2 different locations at a time. The good news, testing with Poll the People takes about an hour and costs far less than competitors, allowing you to test every CTA you have.

Create Multiple CTAs

A/B testing is called “A/B testing” because you are comparing two versions of your CTA (A and B). So naturally, you need to create two versions of the CTA with different colors, text, placements, shapes, or sizes.

The A/B test should take similar CTAs that communicate the same information in a unique way, comparing separate but not drastically different designs will help you understand what version the audience is most engaging.

Once you have your versions head to Poll the People, choose one of our templates, and design your test.  Just upload your CTA in text form or as images, choose the audience you want to test with, and the number of responses you need. Review your test and launch, you will get all of your responses in about an hour.

Analyze the Results

On a real-time feed, you can watch the responses roll in, you’ll see all of the responses come in, and in about an hour hundreds of responses will be in your results dashboard and you can analyze the results.

Poll the People’s dashboard will show you the statistical winner of the test along with detailed written feedback from each respondent. Each panelist needs to provide a clear explanation of why they selected one CTA over the other this is where you get real insights into how effective your CTAs are.

Dive into all of the results to identify the most effective version, areas for improvement, and any issues with your CTA. Once you’ve analyzed the data and determined what performs best for your website, make the necessary changes.  Even some of the negative feedback can give you ways to continue to improve or show you ways to optimize that you might not have thought of.

It’s important to remember that, regardless of your preference, you should base your decision on the feedback rather than your preferences. The responses reveal what will have the most impact and will assist the team in meeting the needs of its customers.


CTAs are an important part of any conversion optimization plan, but it’s not enough to just have one. They must be carefully created and tested to help the business gain customer and grow.

A/B testing is an excellent approach to ensure that your website or landing page’s call to action is effective and easy. You’ll see which versions of your CTA work best for your users by experimenting with different options. A/B testing takes practice, but it’s worth it if you want to optimize conversions.

Poll the People is the perfect solution for those anyone that wants to improve their user experience but doesn’t have the budget for enterprise-level testing services. The platform offers free sign-ups, results in just an hour, and a user panel of over 500,000. With our platform, you can test your website, ads, or CTAs with real users and get valuable feedback that will help you make the best decisions for your business. Sign up now and run your first test today!

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