What exactly is a Call to Action?
You may have heard it called by its acronym, CTA.
No matter what you call it, your CTA is exactly what it implies, a specific and actionable direction given to your reader.
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Therefore, their purpose is to become highly-effective lead generation tools. How to determine that you have a potentially engaging and effective call-to-action button?
Though the call-to-action button cannot be evaluated in isolation but has to be looked at in the context of the whole design dynamic of the website, here are five tips to identify its effectiveness.
This is a very subjective characteristic of the call-to-action button.
What shape or size is ideal, you may ask?
The best thing to do is look at some of the e-commerce websites where you’ve conducted transactions and compare the shape and size of the call-to-action buttons on these sites.
This is a fairly easy one to identify.
Is it placed on the website where it is easily visible or do visitors have to go looking for it?
If it is prominent then people will click on it.
Subtlety does not often complement salesmanship.
Using a discreet colour may go well with the aesthetics of the website but does it do the selling job?
Primary colours that provide good contrast to the backgrounds in which they are placed almost always never fail.
This is often not considered as part of the design because it is written content.
However, as they say, good design is the perfect marriage of form and function. It’s not only the words themselves but how they are used that matters.
A lot of words crowded in a small button will be difficult to read and possibly discourage the reader. Keep it short and sharp.
If you want to get someone’s attention, shout.
Whispering is elegant but your content should already have done the work of making a great first impression.
When it comes to the call-to-action message and style, it makes sense to get down to the brass tacks.
Words like “Buy Now” and “Add to Cart” may seem overused but they still are compelling. So look at what the leading e-commerce websites are doing and follow them.
There’s no point in reinventing the wheel, as they say. After all a square wheel isn’t a wheel, is it?
These are some of your most basic calls to action but it is not as simple as it sounds to get people to respond to these calls.
Below are ten ways you can beef up your response and increase your conversion rate.
Your call to action should be clear, concise and not cluttered or overloaded with distractions.
Do not confuse your visitors with too many offers, choices or actions.
Cluttering your call to action with too many items might cause the person to lose confidence in making a choice at all.
Always test your call to action button for maximum efficiency.
What will increase conversions for one website might not for another, so you need to find the call to action that will work best for your business. Using different text messages will produce different results.
Try changing your text.
“Download Free Report” might work better than “Free Information”.
Maybe “Add to Cart” will not work as well as “Get Started Now”.
Test other components such as color, design and location.
Again… Color does make a difference.
Different colors bring out different emotions and put people in different moods.
Determine which emotions you need to encourage in your visitors and use the appropriate colors.Red is a color of passion and energy. Red motivates us to take action. Blue is a color that brings out feelings of trust and integrity. It is a color of quiet honesty. The color green creates feelings of stability and balance. Green also indicates prosperity and strength.
The psychology of color is a fascinating subject and can make a substantial difference in the response to your call to action.
We have all heard the popular saying for brick and mortar businesses: Location, location, location.
This is also true for many aspects of an online business.
Where you put your call to action can be just as important as the colors or text you use. Make sure your call to action button is visible immediately.
You don’t want people to have to scroll down to find it because they might just leave your site before seeing it. You also want your button on every page of your site.
Many people believe using a pop up or slide in is considered spammy but they can be very successful. You should also have a call to action in multiple locations on each page.
You want your call to action design to be visually attractive and appealing to the eye.
Once the eye is drawn to it, you want it to get the reader’s attention and keep it.
Color, text, shape, size and content all have an impact on the button’s effectiveness.
There are no set rules on how to design your call to action.
You must try different design aspects and test them for results.
The first thing a person will want to know is what is in it for them.
Make sure you give them a good reason with low risk to respond to your call to action.
For example: “Pay Nothing to Get Started” or “30 Day Free Trial”.
Creating a sense of urgency or time clock for your offer can give people the little boost they need to take action.
“Only 10 Free Trials Available” or “Free to Get Started for a Limited Time”.
Statements like these can get more people to respond and increase your conversions.
Customer testimonials are very powerful and can offer proof that your offer is exactly as good as you say it is.
Sprinkle short but effective testimonials into your call to action.
Give a little extra for each click.
Add a discount or free gift if the person completes the call to action.
You see charities do this all the time. Donate now and receive a free t-shirt, daily planner, or whatever free gift they may be offering. Many calls to action rely on this tried and true method.
Encourage people to share your offer with others.
Make it easy for them by adding a share button to your call to action.
Also make sure that you share your call to action with your friends and followers. Infographics are very popular these days so put your call to action in the form of an infographic and share it across your social networks.
Your business needs a credible amount of successful conversions to survive. By using the above tactics and optimizing your call to action, you will motivate people to respond and your conversion rate could substantially increase.
Reminder: If you would like to create your own call to action buttons for your website or blog just click any of the buttons or icons in this guide! 🙂