Call to action buttons: Are yours achieving their purpose?
Calls-to-action (CTAs) are those little buttons, forms or links that you want your website users to click on. They are your conversion goals – book a demo, buy now, download this whitepaper, sign up to my newsletter – the reason you do all that inbound marketing to get people on to your blog or landing pages.
But many CTAs are failing to deliver. Whether it’s the wording, where they are on the page, how easy they are to understand or how relevant they seem to the content, a lot of websites are missing out on valuable conversion opportunities. If that sounds like your site check out these three tips for improving your CTAs…
Choose your words carefully
The text in your CTAs need to be carefully-crafted. The words you use need to give a clear direction so that the user knows exactly what they’ll get if they click. This CTA from Netflix, the popular video-on-demand service, explains the benefit for the reader, gives clear instructions and keeps it brief.
You want to avoid confusing your audience by providing too many options, otherwise you may risk losing their interest. Decide what your most important conversion goal is and only present them with that offer. If applicable to that goal, try to use first person phrasing. Studies by Unbounce, a company that specialises in conversion optimisation, suggest this can improve clickthrough by up to 90 per cent.
Design your way to CTA glory
The design of your CTA is important for grabbing your audience’s attention. It must be able to catch the eye of the reader without being too over the top and putting them off. Your messaging needs to stand out so people get the point and understand what you want them to do, but be careful not to yell at them. This CTA from Lonely Planet uses different sizes of font, recognisable logos and stylised photograph to catch the readers’ eye and make the most important message stand out.
The colour of the button and the text also plays a big role in how audiences will respond to your CTAs. Research by Kissmetrics, a provider of conversion data, revealed that certain colours can affect purchasing decisions. Each different colour elicits a different response or emotion, but orange has proven the most successful for encouraging a positive response. The Content Marketing Institute must read the Kissmetrics blog because it uses orange in all of its CTAs and landing pages.
Location, location, location
While the wording and design are essential elements of your CTA, you also need to position it where it has the best chances of converting your customers.
There are three locations on a landing page to place your CTA: above the fold, at the end of the content, or throughout the content. Deciding on the best location will depend on the goals of your landing page, why your audience is visiting your page, and the priority of the CTA (if you plan to include more than one).
Placing the CTA above the fold of your landing page is ideal if it contains simple concepts that don’t require further explanation. More than half (55%) of web users only spend 15 seconds on a page, so you don’t have long to get your CTA seen, understood and clicked on.
Uber, the ridesharing company, has a large CTA above the fold of its homepage asking users to join the service. Because this is likely to be its audience’s intention when visiting the page that is the best position for this CTA.
If your call to action is more likely to convert once your landing page visitors have consumed some information, then it will be better to place the button at the end of your content. This would be applicable to CTAs that ask your audience to join your newsletter list or resources offering more in-depth information on similar topics, like this CTA by Copyblogger.
CTAs can also be placed throughout the content, provided the wording and design aren’t disruptive to the rest of the copy. If the CTA offers more information on topics specific to that part of the content then this position would be ideal, as long as your audience will find it helpful.