
Q: I’m working on improving the online presence of my beauty brand, and I want to optimize the call to action (CTA) buttons on my website to better engage customers. Can you make recommendations on how beauty brands effectively use CTA buttons?
Across almost all of the brands Iβve worked with, thereβs been a general disregard for how important call to action buttons really are. Beauty brands will spend hours, days, weeks fine-tuning their web and email content β and then throw in a CTA without giving it nearly as much thought.
The humble CTA button might only seem like a means to an end (the customer is looking for something to click, so just give them something to clickβ¦right?) but actually, the way you design and position a CTA can influence customer decision-making. It can be the difference between a pass or a click. And the purpose of that first call to action that you present a new customer with is crucial too; if you get it right, and offer them something that feels high-value and low-risk, youβre more likely to convert not just a sale, but a long-term loyal customer.