How to design awesome user journeys with the help of CTAs

In web design, crafting an exceptional user journey is sort of like being the conductor of a well-orchestrated symphony. Every element plays its part in guiding users from the moment they land on your site to the final crescendo of conversion. And at the heart of this journey are your CTAs—those little nudges that lead users to take the next step. Get them right, and you’ll have users flowing seamlessly through your site. Get them wrong, and you might just lose them before the encore.

The role of CTAs in user journeys

Calls to Action (CTAs) are the signposts of your website, guiding users towards their destination, whether that’s making a purchase, signing up for a newsletter, or simply learning more about your offerings. But CTAs are more than just buttons with snappy text—they’re strategic tools that, when used effectively, can elevate your user journey from good to great.

Start with the end in mind

Before diving into the design, think about the ultimate goal of your user journey. What do you want users to do when they visit your site? Is it to buy a product, book a consultation, or download a resource? Understanding this will help you map out the steps users need to take, with CTAs acting as the gentle pushes that guide them along the way.

Map out the user journey

The first step in designing a killer user journey is to map it out. Think about the different paths a user might take from the moment they arrive on your site. Each of these paths should lead to a specific goal, with CTAs strategically placed to move users along.

1. Awareness stage: At the top of the funnel, users are just getting to know your brand. CTAs here should be low-commitment, like “Learn More,” “Explore,” or “Discover.” These CTAs invite users to dive deeper without asking too much too soon.
2. Consideration stage: As users move down the funnel, they’re weighing their options. This is where you start introducing more specific CTAs like “See Plans,” “Get a Quote,” or “Watch Demo.” These CTAs encourage users to engage with your offerings more directly.
3. Decision stage: At the bottom of the funnel, users are ready to take action. CTAs like “Buy Now,” “Sign Up,” or “Start Free Trial” should be clear, direct, and compelling, leaving no room for ambiguity.

Design CTAs that stand out

A well-placed CTA is only effective if it catches the user’s eye. Design plays a crucial role in making your CTAs stand out without being obnoxious. Here’s how to make them pop:

1. Contrast is key: Use contrasting colours to make your CTAs stand out against the rest of the page. If your site’s colour scheme is mostly neutral, a bold, vibrant colour for your CTA button can draw attention without disrupting the overall aesthetic.
2. Clear, action-oriented text: The text on your CTA should be short, sweet, and to the point. Use action verbs that tell users exactly what to do, like “Download,” “Subscribe,” or “Get Started.” Avoid vague language—clarity is your friend.
3. Placement matters: Position your CTAs where they make the most sense in the user journey. Above the fold is great for key actions, but don’t be afraid to sprinkle them throughout the page as the user scrolls. Just ensure they’re always visible and relevant to the content around them.
4. Size and shape: Your CTA should be big enough to stand out but not so large that it overwhelms the page. The shape can also influence how users perceive the button—a rounded button, for example, can feel more approachable and friendly.

Create a sense of urgency

Sometimes, users need a little extra push to take action. Creating a sense of urgency can be incredibly effective in nudging users towards conversion. Phrases like “Limited Time Offer,” “Only X Spots Left,” or “Join Now for Early Access” can encourage users to act quickly, rather than putting it off for later (which often means never).

Test, analyse, and optimise

Even the best-designed CTAs can benefit from a bit of tweaking. A/B testing different versions of your CTAs can provide valuable insights into what works best for your audience. Test different colours, wording, and placements to see what drives the most engagement.

Once you’ve gathered data, use it to optimise your CTAs further. Pay attention to click-through rates and conversion rates, and be willing to iterate until you find the perfect combination that guides users smoothly through your site.

Integrating CTAs seamlessly into the user journey

The best CTAs don’t just appear out of nowhere—they’re integrated naturally into the user journey. As users move through your site, the CTAs should feel like the logical next step, not an interruption. This means ensuring that the content leading up to the CTA flows naturally and that the CTA itself is relevant to the user’s current stage in the journey.

For example, if a user has just read a blog post about your product’s benefits, a CTA like “Learn More About Our Product” feels natural and inviting. On the other hand, jumping straight to “Buy Now” might feel jarring if the user isn’t quite ready for that level of commitment.

Crafting the perfect journey

Designing awesome user journeys with the help of CTAs is all about understanding your users, anticipating their needs, and guiding them towards their goals with subtle yet effective prompts. When done right, CTAs are more than just buttons—they’re the driving force behind a seamless, enjoyable user experience that leads to higher conversions and happier customers.

So, next time you’re designing a user journey, think of CTAs as your trusty tour guides. They might be small, but when placed and crafted with care, they have the power to lead your users exactly where you want them to go.