Finding the right number of buttons/CTAs to maximise enquiries

1. How many CTAs should an email have?
2. How many words should be in a CTA button?
3. How big should a CTA button be?
4. What are CTA buttons?

How many CTAs should an email have?

In general, try to stick to just one primary and one secondary CTA -- and in certain situations, it might also make sense to sprinkle the page or the email with some subtle things like social sharing/follow buttons. Just don't be all in your face about those if you're also promoting a primary and secondary CTA, too.

How many words should be in a CTA button?

Keep your call-to-action short and sweet

So when designing your CTA, you should keep it below four to five words.

How big should a CTA button be?

Apple recommends that CTAs be at least 44 pixels by 44 pixels to be touchscreen-friendly. Microsoft recommends 34 pixels by 26 pixels, and goes further to note that there should be at least 8 pixels of space between elements. Be aware that there is a tipping point where the CTA becomes too big as well.

What are CTA buttons?

Call-to-action (CTA) buttons are the buttons you use in your website and on your landing pages to guide users towards your goal conversion. It's the part of the landing page that the user needs to click in order to take the action you want them to take.