Calls to action should be from the customer’s point of view. They should finish the customer’s sentence, ‘I want to…’.

But remember: Customers don’t visit your website because they want to lose money. They want to achieve certain goals or feel something specific that requires making a purchase.

If the outcome of clicking on a button is not 100% clear, people will be significantly less likely to do so.

Aim to be specific and use categories within the CTAs (e.g. ‘Buy Book’).