The Future of the Marketing Call-To-Action Button: Big, Shiny & Animated

By | Google+ , December 3rd, 2009 in Conversion | 21 comments
Click me. Go on, I dare you.

Click me, squeeze me! Go on, I dare you.

Inspired by a conversion tip from our friends at Wider Funnel, where they suggest that BOB – the Big Orange Button – is an overtly clickable button color, I thought I’d talk a bit about what the web is doing to help improve marketing’s most important element – the Call To Action (CTA).

Buttons on the web have always been a bit lame, forcing designers to find creative ways to improve the customers’ level of click desire.

Well listen up, cos it’s all about to change. Sorta. Kinda. Perhaps in a little while.

Or right away if you use the Safari web browser (sadly I don’t – I’m still a Firefox lover).

I’m talking about Radioactive Buttons!

The folks over at Zurb.com have come up with some pulsating and vibrant buttons that really don’t suck. And I quote: “Using CSS animations in Safari, we’re able to turn an otherwise ordinary button into a glowing, radioactive mess of awesome.”

Zurb’s Radioactive Buttons

As you can tell, you need to be using Safari for the full effect, but they still look pretty decent in other non-Microsoft browsers due to the rocking colors. Hopefully the other browsers will catch up shortly and you’ll be able to add big, shiny, glowing buttons to your landing pages.

The important takeaway from this is that they are created purely with CSS (that means no images to cut up) – so once you’ve followed the instructions on how to code it up you’re good to go. (See the links at the bottom of this post for more details on how to do it).

Keeping the Customers Eye on the Prize

While I wouldn’t advocate using 26 buttons on one page like that example, I do know that being able to draw your customers eye to your most important interaction point is a great way to improve your conversion rate.

Conversion Optimization Tip #29
“Have you tested a Big Orange Button? We call him BOB. He works hard.”

Chris Goward
Wider Funnel

The Power of The Big Orange Button

I think the image at the top of this post speaks for itself. It’s big, juicy and delicious and if it doesn’t make your mouth water just by looking at it, then you’re probably color blind. In which case you might have spent your life thinking there was a fruit called Purple.

According to Wikipedia, Orange represents energy, enthusiasm, and a ‘get-it-done’ attitude. Sounds like a call to action to me.

Get it done. Click.

Want More Awesome CTA’s?

Smashing Magazine has a couple of posts on the subject, including a new and more in-depth article by the guys from Zurb.

Call to Action Buttons: Examples and Best Practices

Pushing Your Buttons With Practical CSS3

Oli Gardner

About The Author

Photo of Oli Gardner

Co-Founder of Unbounce. Oli has seen more landing pages than anyone on the planet. He is an opinionated writer and international speaker on Conversion Centered Design. You should follow Oli on Twitter
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Comments

  1. Investor Boot Camp Online says:

    Interesting concepts come to mind from this, thanks.

  2. [...] Georgiska stämningen skapades med WebFonts, ljud (!) och BOB (Big Orange Button). [...]

  3. [...] 56. 按钮颜色 关于按钮颜色有很多种看法。有些人说,红色是最好的颜色,因为能唤起很强烈的情感反应,但是,红色也是一种否定的“禁止”颜色,所以要与其他颜色,如“go”按钮的绿色、作为常见的网络标准链接/行动颜色的蓝色,一起进行测试。Wider Funnel建议用一个大大的橙色按钮。 [...]

  4. [...] Button color There are many viewpoints out there regarding button color. Some say that red is the best color to use as it evokes such strong emotional reactions, however itʼs also a negative “stop” type color, so be sure to test it with others like green for “go” and blue as a familiar web standard link/action color. Wider Funnelsuggest trying a big orange button. [...]

  5. [...] about the color of the button? Big orange buttons are all the rage these days (think Amazon), but there are still some other colors in the world. In [...]

  6. [...] about the color of the button? Big orange buttons are all the rage these days (think Amazon), but there are still some other colors in the world. In [...]

  7. [...] Button color There are many viewpoints out there regarding button color. Some say that red is the best color to use as it evokes such strong emotional reactions, however itʼs also a negative “stop” type color, so be sure to test it with others like green for “go” and blue as a familiar web standard link/action color. Wider Funnel suggest trying a big orange button. [...]

  8. [...] click orange Call to Action buttons than buttons of other colors? According to Oli Gardner of Unbounce.com, “That BOB – the Big Orange Button – is an overtly clickable button [...]

  9. [...] something of a controversy going around in the interwebs about which button color converts better. Unbounce declared that the future of call-to-action buttons is BOB. That stands for Big Orange [...]

  10. [...] По поводу цвета единого мнения не существует. Кто-то говорит, что лучший цвет — красный, так как именно он вызывает сильную эмоциональную реакцию, однако он же служит сигналом «Стоп!». Поэтому протестируйте красную кнопку, прежде чем остановить на ней свой выбор. Попробуйте другие цвета: зелёный — «Дорога открыта», синий — стандартный цвет ссылок и интернета. Wider Funnel рекомендует попробовать крупную оранжевую кнопку. [...]

  11. [...] По поводу цвета единого мнения не существует. Кто-то говорит, что лучший цвет — красный, так как именно он вызывает сильную эмоциональную реакцию, однако он же служит сигналом «Стоп!». Поэтому протестируйте красную кнопку, прежде чем остановить на ней свой выбор. Попробуйте другие цвета: зелёный — «Дорога открыта», синий — стандартный цвет ссылок и интернета. Wider Funnel рекомендует попробовать крупную оранжевую кнопку. [...]

  12. [...] is particularly true when it comes to your call to action. On a website, having a big orange button is a powerful way to attract your customers’ attention and get them to click. Although this [...]

  13. [...] is utterly loyal when it comes to your call to action. On a website, carrying a big orange button is a absolute proceed to attract your customers’ courtesy and get them to click. Although this [...]

  14. [...] is particularly true when it comes to your call to action. On a website, having a big orange button is a powerful way to attract your customers’ attention and get them to click. Although this works [...]

  15. [...] By the way, if you’re still interested in bigger, better buttons, read this article! [...]

  16. [...] is particularly true when it comes to your call to action. On a website, having a big orange button is a powerful way to attract your customers’ attention and get them to click. Although this [...]

  17. [...] Button) has become a symbol of color’s role in conversion rate optimization. WiderFunnel and Unbounce love to speak about its power, and perhaps rightly so. But why is the BOB the saviour of [...]

  18. [...] is particularly true when it comes to your call to action. On a website, having a big orange button is a powerful way to attract your customers’ attention and get them to click. Although this [...]

  19. Bitsy says:

    On the topic of the Big Orange Button, we wrote a blog post all about how color affects user attention, and what this means for your CRO and branding strategy.

    We also offer a new analysis of the BOB!

    http://blog.eyequant.com/2013/06/27/capturing-user-attention-with-color/

  20. […] as a good example of lead generation is the contact us button located in the lower-left corner. This button stands out among all the other elements of the web page, serving as a clear call-to-action for […]

  21. […] something of a controversy going around in the interwebs about which button color converts better. Unbounce declared that the future of call-to-action buttons is BOB. That stands for Big Orange […]

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