Call to Action (CTA) Buttons

The importance of operation buttons in websites and applications. In order for users to perform the required action (conversion) and attain their objective- users must press the operation button, the button that calls for that action. The website/app button is the point in which decisions become actions; therefore, substantial thought must be invested in its display.

Do not settle for generic wording that won't affect your users; this is akin to slowing down right before the finish line.


What is a CTA button?

Clicking on a web/app button will lead the user to performing the action for which the website was set up. This calls for investing considerable thought in the nature of the Call-To-Action button. There are two types of buttons:

Generic buttons, meant to direct to functional, familiar actions (sharing, entering the website, chatting with the representative). These buttons must be clear, concise and informative; they will not be discussed in this article.

Call-To-Action Buttons, usually intended to get the user to leave a lead, download an item or purchase and receive a product.

One cannot avoid discussing the term "microcopy"; in our case, "button microcopies" are quite surprising as altering one word on the button can increase or decrease entrances/conversions substantially.

Concise definition: microcopies are the shorts texts scattered throughout the website: menu titles, fields (field name, what's written in/under the field), error messages, confirmation messages ("your order has been received"), instructions ("type…", "click on…"), buttons. In short anything related to actions users perform.

A successful microcopy allows us to minimize possible delays and any obstacles encountered while using the interface.


Why not simply write "send a form"?

Users that initially plan to send the form will click on the button regardless of its microcopy; most users, however, require a slight push for them to convert/enter the action. Generic words won't help your hesitant user make the decision and click and it is our job to make the decision easier to make.


Hereby are some examples to illustrate my point:

Excerpted from, one button could have simply read "try it", "start" or "read more". Instead, each button was coupled with the bottom line, i.e. the objective attained by clicking on the button.



How is this important information related to our world of Knowledge Management? How can we implement these insights in our KM systems?

Just like they are implemented in websites/apps! Buttons in KM systems should be bear substantial value to the system user. Users searching for the information in a system full of data wants to receive the information accessibly and quickly in order to provide the service to the end user. When using CTA buttons in your Knowledge Management systems, e.g. for a process that includes decision making, the button should bear wording explaining what clicking on it will provide the user (value) rather than what the user must do (the action).

For example, changing the wording from "Order Information" to "Get Information". Instead of "search" write "receive search results", etc.

I recommend always viewing matters from the perspective of a new user. It is only natural for you to view the interface you created as simple and comfortable: you know every detail of its structure and operation as you are the one who wrote its instructions, fields, buttons, etc. The interface also uses the lingo spoken by all organization workers. However, said workers are not your target audience: the users are.


Take time to consider your Knowledge Management system: where can you improve your system's CTA buttons and ger users to enter while knowing what they will get at the end of the road.


I wish you luck!