CTA buttons are a funny thing. They’re basically the thing we as marketers want our users to click most. Getting someone interested enough to click the beautiful, satisfying-to-click button and do the perfect action on our website or app.

CTA button AB tests are often viewed as amateur hour stuff. You’ll get much more value focusing on messaging, value and higher stakes UX changes than messing with whether a blue button is better than green and such.

But, still, I find CTA buttons fascinating and wouldn’t write them off so easily. Just recently, I got an email from Neil Patel’s marketing that shared this image and these broad findings:

The data shows that certain CTA button colors perform significantly better than others for conversion rates, but what’s most crucial is choosing a color that contrasts with your website’s existing color scheme to ensure the CTA stands out effectively on the page. This data was based on 2,588 A/B tests over the last 6 years.

That got me wondering what else makes CTA buttons tick beyond color or contrast—so I read every single article on Neil’s blog about them. I’ve put them into these buckets as I think it speaks to the way people think about CTA buttons and best practices.

Conventional Truths and Best Practices about CTA Buttons:

1. Buttons should scream “click me!” – This might seem obvious, but I’ve seen too many flat designs where you can’t tell what’s clickable. Go for contrast, shape (yeah, rectangular still works best), and give it some breathing room.
2. Keep button text short and punchy – Nobody reads a small paragraph on a button. Stick to brief, action-focused phrases that tell people exactly what happens when they click.
3. Sprinkle in some emotional triggers – Words that spark feeling (like “discover,” “unleash,” or “exclusive”) tend to outperform boring functional text like “submit” or “enter.”
4. Create a sense of now – Adding simple time elements like “today” or “instantly” can give that little push someone needs to act rather than bookmark and forget.
5. Location matters more than you think – Smart marketers use heat mapping to figure out where people are already looking and clicking, then position CTAs strategically in those hot zones.

Beyond Generic: The Specificity Principle

While many websites default to the tried-and-true but often too vague CTAs like ‘Learn More’ or ‘Get Started,’ these rarely drive meaningful action in direct response or SaaS contexts. The most effective CTAs in these industries are specific and value-oriented rather than generic. Looking at successful companies:

• Uber uses ‘See Prices’ instead of ‘Learn More’
• Airbnb opts for ‘Find a rental’ rather than ‘Discover More’
• Amazon doesn’t say ‘Get Started’ but ‘Buy now and save $4.05!’

These companies understand that strong CTAs align with user intent and sell the next step by highlighting the specific value users will receive. The button isn’t just directing an action; it’s communicating a clear benefit or outcome.

Contrarian or Hot Takes about CTA Buttons:

1. The reverse psychology trick – There are tests where “Don’t click this button” outperforms standard CTAs. Our brains are weird and sometimes rebellion works.
2. The delayed gratification approach – With video content, hiding the CTA until after you’ve delivered value can boost conversion rates dramatically.
3. Embrace the white space – Some designers cram everything together to fit “above the fold,” but giving your CTA room to breathe often yields better results.
4. The landing page should keep the promise – Make sure wherever people land after clicking matches the CTA’s language and implied offer. Seems basic but gets overlooked constantly.
5. Size can trump design – Sometimes a bigger, unmissable button beats a perfectly designed smaller one, especially on mobile where thumbs need bigger targets.

Underrated Tactics That Deserve a Look:

• Text links still convert – Old-school hyperlinks within content can sometimes outperform flashy buttons for certain audiences or content types.
• Secondary CTAs need different treatment – If you’re using multiple buttons, your main one should stand out while others are visually subdued but still functional.
• Color matters, but not how you think – There’s no universal “best” color. What really matters is contrast. Neil Patel’s data showed blue performed best in 31% of tests—but that’s not because blue is magic. It’s because it stood out in those specific designs. The key is choosing a color that jumps off the page based on your site’s palette. Visibility beats theory every time.
• A/B testing isn’t optional – I’ve seen countless debates about button design settled by simple tests. Your audience’s behavior trumps expert opinions every time.
• Match your CTA to the buyer’s journey – A “Buy Now” button works for someone ready to purchase but can scare off someone just beginning to research. Make sure your CTA matches where your visitor is in their decision process.

Resource: Ready to put these CTA strategies into action?

Download our Website Power Checklist — a free 30-minute self-audit that helps you evaluate your CTAs, spot quick conversion wins, and build a site that actually drives results.

The Bottom Line on CTA Buttons

At the end of the day, your CTA buttons are like magic money-makers working 24/7 to convert visitors into paying customers. While debates about color, shape, and size will continue, what really matters is that your buttons stand out, communicate value clearly, feel satisfying to click, and get people where they need to go (even if they don’t know it yet).

Great CTAs don’t just ask for clicks—they earn them.

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