In design, making the right decisions can greatly improve the user’s experience, and the way we present options plays a crucial role in guiding them through a website or app. One area where this
is especially important is in the design of Calls to Action (CTAs). While it may seem like more CTAs will offer users more choices, it’s actually the opposite. Too many CTAs can overwhelm users and create hesitation, which can ultimately lead to a decrease in conversions.
In this article, we’ll explore how simplifying CTAs can improve the user experience, reduce decision fatigue, and increase conversions. We’ll dive into some key principles of CTA design that can make a big impact, even with small adjustments.
What are CTAs?
A Call to Action (CTA) is any prompt on a website or app that encourages users to take a specific action, such as clicking a button, making a purchase, signing up for a service, or downloading an app. CTAs are usually buttons or links that stand out visually and ask users to make a decision, such as “Buy Now” or “Start for Free.”
For CTAs to be effective, they need to guide users through their journey with ease. But too many CTAs, especially if they are presented without clear direction, can create confusion and hesitation. In simple terms, if a user is unsure about what to do next or feels overwhelmed by choices, they are more likely to leave the site without completing the desired action.
The Problem with Too Many CTAs
When designing websites or apps, it’s common to believe that offering more options gives users more control. For example, a page might include buttons like “Start,” “Compare,” and “Explore” in an attempt to give users various ways to engage. However, this approach often backfires. More options don’t always mean more freedom—sometimes they lead to hesitation. When users are presented with too many choices, they may feel overwhelmed and uncertain, which often leads to decision fatigue.
The key to good CTA design is to eliminate unnecessary choices, making the path to the next step as clear and straightforward as possible. By offering fewer options, you guide users through a streamlined experience where their decisions are easy, quick, and instinctive.
Simplifying CTAs: Key Principles
Over the years, I’ve learned that simplifying CTAs can drastically improve user experience. Today, every CTA I design follows three important principles that help eliminate confusion and make the user journey as seamless as possible.
1. Remove Decisions
Instead of offering multiple options like “Start,” “Compare,” or “Explore,” it’s more effective to narrow the choices down. For example, instead of saying “Start, Compare, Explore,” you can use “Choose Your Plan.” This simple approach removes the decision-making process and helps users focus on a single action that aligns with their needs.
The goal is to make it easy for users to understand what they should do next. A single, focused CTA reduces hesitation and speeds up the decision process, which improves the likelihood of conversion.
2. Guide, Don’t Ask
One of the most important principles in CTA design is to guide users rather than ask them to decide. For example, a single “Start for Free” button is much more effective than multiple buttons with different wording or competing options. By presenting a clear and direct choice, you eliminate any confusion and make the next step easy to follow.
Remember, CTAs should be viewed as a tool to guide users to their next action—whether it’s subscribing to a service, completing a purchase, or another goal. By providing clear direction, you help users feel more confident about their decisions and encourage them to continue their journey.
3. Reduce Effort
One of the best ways to simplify the user experience is by reducing the effort required to make a decision. This can be achieved by using defaults to highlight the best option. For instance, if a user is presented with multiple plans or packages, you can highlight the most popular option by default. This allows users to say “yes” instantly, without having to weigh multiple choices.
Reducing effort makes the process of completing an action feel seamless. By removing obstacles, you create an intuitive experience that encourages users to proceed without second-guessing their decisions.
The Impact of Simplifying CTAs
The benefits of simplifying CTAs go beyond just reducing decision fatigue. It can lead to a more positive user experience, higher conversion rates, and a smoother user journey overall.
Here are a few reasons why simplifying CTAs works:
- Improved Focus: With fewer options to choose from, users can focus more on what’s important without being distracted by too many competing choices.
- Increased Clarity: A single, clear CTA provides users with a sense of direction, helping them understand exactly what they should do next.
- Reduced Friction: Simplified CTAs eliminate unnecessary barriers, making it easier for users to complete their journey, whether that means making a purchase, signing up for a service, or another goal.
- Higher Conversions: By removing hesitation and providing clear guidance, users are more likely to take action, which ultimately leads to higher conversion rates.
Examples of Simplified CTAs
To better understand how simplifying CTAs can enhance user experience, let’s look at some practical examples.
- E-commerce Website: Instead of presenting users with several buttons like “Buy Now,” “Learn More,” and “Add to Cart,” you can streamline the experience by using a single, prominent “Add to Cart” button that stands out on the page. This focuses users on one action, leading to fewer distractions and a more efficient purchasing process.
- Subscription Service: On a subscription-based website, rather than offering multiple buttons like “Start Your Free Trial,” “Compare Plans,” and “Sign Up,” a single CTA such as “Start Your Free Trial” would be much more effective. This guides users directly to the next step without the need for them to compare options.
- SaaS Platform: A SaaS platform could simplify its onboarding process by using a single CTA that says “Get Started Now” instead of “Sign Up for Free,” “View Demo,” and “Learn More.” By consolidating these actions into one button, users can get started faster, improving their experience and increasing sign-ups.
Testing and Refining CTAs
It’s important to continuously test and refine your CTAs to ensure they are as effective as possible. A/B testing can be particularly helpful in determining which wording, design, and placement work best for your audience.
By testing different variations of a CTA, you can gather data to understand how users respond to different options. For example, you could test variations of wording like “Get Started” versus “Start Now” or experiment with button colors to see which one attracts more clicks. Over time, this data will help you make better design decisions and optimize CTAs for maximum impact.
Conclusion
The key takeaway here is that when it comes to Calls to Action, less is more. By simplifying CTAs, removing unnecessary decisions, and guiding users with clear and focused prompts, you can improve user experience and drive higher conversions. Every CTA should be carefully designed to make the next step as simple and intuitive as possible.
Remember, the best user experiences are the ones that remove the need for thinking. By applying these principles to your own designs, you’ll not only make users’ journeys smoother, but also increase the chances of achieving your business goals.