The science behind high-performing calls to action

Imagine walking through a supermarket. You’ve planned to buy bread, but now you’re standing in front of a display of snacks with a sign that reads, “Limited time only — Grab yours now!” Without thinking, your hand reaches for the chips. Why does this happen? It’s all about how your brain processes information.

The same split-second decision-making applies when people encounter calls to action (CTAs) online. Each time someone scrolls past a button or link, their brain evaluates whether to take action. The key is creating CTAs that align with these decision-making processes.

Using neuroscience-backed principles like decision fatigue, loss aversion and the psychology of color, you can guide users toward conversion. Below are practical strategies to help you craft CTAs that drive engagement and clicks.

The psychology of decision-making: Why CTAs work (or fail)

How people interact with CTAs depends on how their brains process decisions. Understanding this process can help you design CTAs that consistently drive engagement.

CTAs succeed because they tap into three cognitive processes: attention, emotion and memory. Your CTA must stand out visually and align with the context to capture attention. With so much information competing for focus, your CTA must clearly signal its importance.

Emotion plays a major role in decision-making. Users respond when they feel something — curiosity, excitement or urgency. A CTA that connects emotionally will perform better than one that feels impersonal.

Finally, memory influences whether someone acts. Clear, concise language helps users remember what to do next. Overly complex or unclear CTAs create hesitation and reduce follow-through.

Why too many choices lead to inaction

Every decision requires mental effort and people have limited capacity to make them. When overwhelmed by too many options, they tend to choose nothing.

Simplify the decision by focusing your CTA on one specific action. For example, instead of multiple links in the same section, offer a single, clear next step. Streamlined messaging helps users understand what to do and why it’s worth their time.

Dig deeper: 7 marketing strategies to conquer decision paralysis

How framing your CTA as avoiding a loss can drive action

Loss aversion is a psychological principle where people are more driven to avoid losing something than to gain the same thing. CTAs that highlight what users might miss can prompt quicker decisions.

For example, instead of “Download our guide,” use “Don’t miss the trends shaping 2024.” Replace “Subscribe” with “Secure your spot for expert updates.” These messages make the potential loss more concrete, encouraging users to act immediately.

Dig deeper: 4 cognitive biases and psychological drivers for influencing behavior

How to use visual cues to trigger action

Visual cues play an essential role in creating CTAs that attract attention and drive clicks. Every design element affects how users interact with your call to action, from color choices to strategic placement. Let’s focus on the design techniques that make CTAs stand out and encourage engagement.

The psychology of color

Color influences how users perceive and respond to CTAs. Each color triggers different emotions and can subtly guide behavior:

• Red creates urgency and excitement, making it a strong choice for time-sensitive offers.
• Green represents progress and positivity, making it effective for actions like “Next step” or “Complete.”
• Blue conveys trust and reliability, which works well for professional services.
• Orange and yellow grab attention with their energy, making them ideal for playful or upbeat messages.

Select colors that reflect the emotion you want to evoke and make them stand out against the background to improve visibility.

Designing CTAs for maximum visibility and clarity

CTA size and placement significantly affect how users engage with them. Larger CTAs naturally draw attention, but they should be proportionate to the surrounding content. Oversized buttons may feel intrusive, while small ones can be easily overlooked.

Position CTAs in areas where users are most likely to look, such as at the end of a section or above the fold. Design choices should meet accessibility standards to make your CTAs usable for all audiences. 

Use high-contrast color combinations for readability, descriptive alt text for screen readers and buttons large enough for users with limited dexterity. These adjustments improve the user experience across devices and abilities.

White space around the CTA prevents visual clutter and helps the button stand out. A clean design keeps users focused on the action you want them to take.

First look matters

The first impression of your CTA can determine whether users engage. Consider these techniques to make CTAs visually compelling:

• Add directional cues like arrows or imagery to draw attention to the CTA.
• Use hover effects to create a sense of interactivity.
• Analyze user behavior with heat maps to position CTAs where users naturally click.

These strategies create a visual hierarchy that guides users to your desired action.

Why ‘get started’ is better than ‘submit’

The words on your CTA button have a direct impact on its effectiveness. Generic phrases like “Submit” or “Click here” lack personality and don’t motivate users to act.

Instead, use language that clearly communicates what the user will gain. Phrases like “Get started” suggest progress and ease. “Download your guide” specifies the outcome, making the action feel worthwhile. “Explore features” invites curiosity and engagement.

CTA button text should always be clear and aligned with the action it triggers. Use concise, benefit-focused wording to guide users confidently toward their next step.

Writing CTAs that stick: The art of persuasion

A CTA does more than direct users — it motivates them to take the next step. Combining clear language, urgency and personalization can turn passive interest into meaningful engagement.

Action-oriented language: Using verbs to inspire action

Strong CTAs use clear, active verbs to define the next step. Words like “Discover,” “Get,” “Explore” or “Join” encourage users by emphasizing action and progress. For example, “Get Your Free Trial” provides a specific and enticing offer, while “Discover How It Works” sparks curiosity.

When crafting your CTA, focus on the exact action you want users to take. Make it clear and achievable so users feel confident about moving forward.

Urgency and exclusivity

Urgency and exclusivity prompt users to act quickly, creating a sense of scarcity or time sensitivity. Examples include, “Sign up today — offer ends midnight” or “Only 3 spots left — reserve yours now.”

Keep urgency genuine and tied to the real availability of your offer. Exaggeration can harm credibility, so make sure the messaging reflects the actual situation.

Make your CTA feel like it’s written for one person

Personalized CTAs connect with users because they address individual needs or goals. Adding a name to a CTA, such as “Sarah, reserve your spot now,” creates a sense of direct communication.

Use browsing behavior to make CTAs more relevant, such as showing “Complete your winter look today” to users who viewed winter boots. Recognize loyalty with messages like, “Welcome back! Claim your exclusive offer.” These approaches strengthen the relationship between your brand and your audience.

Dig deeper: How to craft killer CTAs that convert B2B prospects

Testing for success: A framework for optimizing CTAs

CTAs rarely reach their full potential without testing and refinement. Continuous evaluation helps improve performance and increases conversions over time.

A/B testing basics

A/B testing allows you to determine what resonates most with your audience by testing one element at a time. Experiment with copy, such as comparing “Get started” to “Start free trial” or test high-contrast button colors. Placement can also make a difference; try positioning the CTA above the fold or in a pop-up.

Track metrics like click-through rates (CTR), conversions and time to action to evaluate success. Tools like Google Optimize, Optimizely and VWO make it easier to test variations and analyze results.

Iterate and improve

Testing marks the starting point, but ongoing refinement is key. Use the data from tests to make gradual adjustments. For example, rework the tone or add a time-sensitive element if a phrase performs poorly.

If placement affects visibility, rearrange your page layout to give the CTA more prominence. Record the changes that drive positive outcomes and continue building on them. Continuous improvement turns a good CTA into one that consistently delivers results.

Putting it all together: Building a neuroscience-inspired CTA strategy

Creating CTAs that consistently drive action requires more than standalone tactics. A cohesive strategy rooted in user behavior and psychology strengthens your ability to connect with your audience across every touchpoint.

Mapping CTAs to the customer journey

CTAs should align with the user’s stage in their journey. Someone new to your brand needs a different prompt than a returning customer ready to make a purchase. Match your CTAs to specific stages of the funnel:

• Awareness stage: Use CTAs like “Learn more” or “Explore resources” to encourage curiosity.
• Consideration stage: Offer prompts such as “Download the guide” or “Compare options” to help users evaluate their choices.
• Decision stage: Focus on clear, conversion-driven CTAs like “Sign up now” or “Get started” to prompt action.

Understanding the intent at each stage ensures your CTAs feel relevant, increasing the likelihood that users will engage.

Dig deeper: The art of natural funneling: How to lead your readers without forced CTAs

How to make your CTAs feel cohesive

Your audience interacts with your brand on various channels and your CTAs should deliver a unified experience wherever they appear.

Use the same tone and style in your language across platforms to maintain consistency. Visual elements like colors, fonts and button designs should reflect your brand identity. Align the CTA text with the action it leads to so users know exactly what to expect when they click.

Consistency builds trust and provides a clear experience, making users more likely to act.

Final checklist for crafting high-converting CTAs

Before launching your CTAs, run through this checklist to maximize their effectiveness. These questions will help you create CTAs that guide users to take meaningful actions.:

• Is the language clear, actionable and aligned with the user’s stage in the journey? Strong verbs and simple wording help guide users toward their next step without confusion.
• Does the CTA evoke urgency, exclusivity or personalization? Time-sensitive phrases, limited availability or messages that speak directly to the user’s preferences can encourage quick action.
• Is it visually designed to draw attention? Use high-contrast colors, appropriate sizing and enough white space around the button to keep the focus on the action you want users to take.
• Does it align with the user’s intent? CTAs should match what users expect based on their position in the customer journey.
• Does it meet accessibility standards? Apply principles like proper contrast ratios, legible text and buttons that are large enough to click easily on any device.
• Is the tone consistent with your brand voice and the surrounding content? A consistent tone builds trust and aligns the CTA with your overall messaging.
• Have you tested variations? Use tools like Optimizely or Google Optimize to compare colors, placements and copy to identify what resonates most with your audience.

Small changes, big impact

Successful CTAs are crafted through an understanding of how decisions are made. Neuroscience-backed principles provide the tools to design CTAs that encourage engagement and build trust.

Take these strategies and apply them to your next campaign. Focus on one adjustment at a time, like refining your CTA language, testing placement or introducing urgency. Watch how these changes impact user behavior and drive results.

Dig deeper: Beyond ‘click here:’ 4 rules for better email CTAs