The Best CTA Button Interaction Design for Ad Banners

Here's a blog post dedicated to CTA (call-to-action) buttons to learn how they can serve their purpose in achieving a high CTR (click-through-rate). 
Glenn Burgess
Glenn Burgess

Glenn P Burgess Author, Speaker - UK's No1 Fintech & SaaS Marketing expert.

Something unexpected happened when the testing phase was fully functional of AdSigner. The usual business emails which were sent by our employee working as a secretary achieved over 10,000 banner views. 

The sales department recorded more inquires than usual as she reached 10,000 leads over 1,000 sales prospects who landed on the page by clicking on the banners (CTR). The completion of more sales channels was approximately 40%. 

Table of Contents

As you have been questioning whether the email signature banner could be linked to the AdSigner platform landing page. 

The answer is given below. 

The key to a successful product consumer interaction is interaction design (IxD) which describes a deliberated design to allow the best user experience (UX – User experience) for the target audiences. 

It invites and calls for an action in the sense of CTA in case of banners. 

By using the advanced AdSigner marketing analytics in our in-house survey, we found that the performance of button banners was higher as compared to those without a CTA. 

The overall graphic image and position of the button on the banner have a crucial impact on CTR as reported by the PPC (pay-per-click). 

The performance of the media in a survey shows that the CTR share generated via buttons were 43%, attainted via text links to 34%, and 17% achieved via banners. 

Here are a few rules, for you to not lose valuable clicks due to users ignoring it,  

1. Contrast in colour

A red button beats a green button by 21%, in terms of click rates. The color of the button must be of the opposite colour as the background because a dark button against a bright background creates a stand out effect. 

2. Size

To make the CTA message clearly legible and easily clickable in the mobile version, make sure that the button is large enough. It can be made more visible through other graphical images. 

3. CTA text

Firstly, decide what would you like to achieve with CTA: increase the sales, target a certain product, expand the mailing list etc. Then make sure that the CTA text is clear and concise. 

Use a strong verb that motivates, expresses urgency and calls to action. Listed below are some of our favourite suggestion:

  • Get a discount / 40% off / a gift
  • Shop / book / buy / watch / apply / explore now
  • Be satisfied
  • Press here
  • I am ready!
  • (s)hell yes!
  • Subscribe
  • Apply now!

ProTip: The entire banner is usually clickable in banner ads. It also provides a continuation of the message in your ad to link the banner to the landing page. It can be upgraded by linking it to blogs, social networks etc, as allowed by the position as well as the signature and can subtly be included in your personal contact information.

4. The position

The placement of a good CTA button is where the observer would logically expect it. Unlike the banner ads, where their unexpected placement reaches a higher CTR.

 The course of scanning information in reading follows the shape of the letter Z, according to the Gutenberg diagram

The attention is firstly directed at the upper left corner, then towards the upper right and then the lower left corner, and finally to lower right corner, which is also called the terminal area. 

The brain treats this area as a logical content conclusion, waiting for a sign telling it to take further action, i.e. back to the landing page.


5. The shape

To instantly give casual observer an idea that from where they can learn more about the advertised product. It is best to stick to the good old classic – a rectangular shape, optionally with slightly rounded edges. 

To improve the user experience and, as a result, yields a higher CTR, it makes the process of finding the key information faster and easier. 

It is a good idea to take advantage of the force of habit when information is overwhelming and consumers are learning fast how to skip less relevant content.

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