
Across almost all of the brands I’ve worked with, there’s 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 – 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 click…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, you’re more likely to convert not just a sale, but a long-term loyal customer.