Whether you’re just deciding to bust out some custom landing pages for your online marketing campaigns, or you’ve already gotten your pages pretty dialed, testing out some unique button shapes has the potential to boost conversion rates.

Before getting into the bitty gritty of buttons and why they’re important to consider, let’s take a step back and think about the whole idea conversion optimization. The basic idea goes as follows. Let’s say you’re spending $100 to get 100 people to click on paid search or display ads to come to your website. Great, now we have 100 new people checking out our content that otherwise might not have.

But we probably aren’t paying to have people come to the site just for the fun of it. We want them to do something–fill out a form, buy some shoes, whatever. The more people that convert, the more effective that same $100 is.

One thing that search engine marketers are constantly testing is button shapes for our calls to action. Do rounded corners make a difference? Should they be symmetrical?

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