For most businesses visitors clicking on at-least one call to action (CTA) button is highly imperative. Let us ask you – Is your website call to action grabbing the attention of the targeted audience effectively?
Remember not all call to action buttons are created equal and visitors could get through the site without clicking the button resulting in lower conversion rates and lost leads for the company.
Most times CTAs are not optimized because of simple reasons like buttons blending too much with the existing page or poor choice of creative words on a button. Ignoring small things will always cost the most in terms of sales. Here are a few tips to use effective call to actions!
Hack your brain and get creative
On a general note it’s a natural tendency for the human brain to rely more on logical reasoning, which can be used to reap more sales or sign ups. It’s in our basic nature to appreciate contrast and difference. When your call to action buttons are in a slightly different color to the other items on your webpage your conversion rates would be a bit better. You could further enhance this by creating more engaging copy for the button.
Simple call to actions draw the visitor’s attention
It’s hard to make a decision when you’ve more options is a common human tendency. When visitors are provided with fewer options, then they’ll be happy with the choice they’ve made. Compare this with a scenario when a visitor chooses amongst several options, chances are they’ll be unhappy with their final selection.
Simple and crisp call to action buttons draw attention of the visitors and reduce fickleness. Choice and information overloads always distract visitors on site and impact clicks negatively.
As marketers it’s our task to see where visitors want to go on our sites and get them there with minimal inputs.
A button is supposed to look like a button!
On your website each element (like say a CTA button) should look and feel like it belongs to that category of elements. As an example for a button there a few defining characteristics like a 3D effect, feedback on hover, a contrasting color and unique placement along with crisp copy around the button.
A button should be easily identifiable by the visitors and clickable to initiate the action. As an example a gray button for CTA might be a bad idea as I’ll give the appearance of being disabled and visitors won’t know it’s clickable. It’s an unwritten rule that the primary CTA button should be bigger as compared to the secondary CTA button. Test the color, size and text of the button to increase the click through rates and credibility.
First person button copy
A CTA button should exactly describe the visitor what they’re going to get if they click the button on your website.
Avoid buttons such as learn more, click here, submit or more info as no wants to register to know more! Without split test it’s difficult to know which word entices the audience to take action, even small changes can make the big impacts. As a general rule ensure that your button copy is written in first person. Tests have shown that “I want a product demo’ works better then ‘Click for your product demo’.
These are few quick and simple tests to carry before using a call to action button on your site. Even though CTA buttons are relatively small parts of your website, when they are designed and placed properly, they would increase conversion rates and sales!
Have more to add? Feel free to leave your thoughts with us via comments below.