A compelling call-to-action can turn a first-time visitor into a lasting customer. It can make even the most undecided prospect convert. But a good CTA entails much more than just a tempting offer. For you to create a great call-to-action, you must speak the same language as your customers and prospects. As you well know, when people don’t click on your CTAs, your conversion rate goes down. If you want to start creating more persuasive call-to-actions, implement these valuable tips.
#1 Make Them Clickable
No question about it, your CTAs must be clickable. Visitors who stay on your site long enough to see your call-to-actions are probably interested in what you have to offer. Your CTA is the link between your visitors and your offer. Get rid of distractions to make your CTAs stand out. Choose the right shape, color, and ensure they have clear borders. When you make them appear clickable, they will be clicked on.
#2 Focus on Simplicity
Sure, a call-to-action button is supposed to stand out. But this doesn’t mean you put CSS effects, arrows, and images on it! Tests have shown that the buttons that perform best are those with a few design adornments and simple statements. Simplicity outperforms gaudiness any day of the week. However, don’t make your CTAs boring. Use great designs, amazing copy, and awesome colors.
#3 It’s all in the Colors
The color of your call-to-action buttons makes all the difference. Colors invoke different human emotions and people make decisions based on the colors they see. When you know how colors work, you’ll gain a competitive edge. Choose colors for your CTAs with utmost care. Those that perform well include green, blue, and orange. However, pick colors according to your site’s design. The hues you choose should contrast with the background color. Don’t use a blue CTA on a blue background. If you aren’t sure which colors to use, run tests first.
#4 Pick the Right Size and Shape
When it comes to CTA buttons, bigger isn’t always better. Since your main aim is to ensure people click on them, make the process easy. A big CTA is seen as weird and unnatural and may deter people from clicking. Your CTAs should be big enough to click on but small enough not to look weird.
Shapes are also important as they determine the look of your CTAs. You can choose a button with sharp edges or one with rounded ones. Both shapes are popular and perform well in various settings. Before deciding on the size and shape, test several to see what works best for your site.
#5 Position Them Strategically
In most cultures, people read from top to bottom and left to right. Use this reading flow to determine button placement. CTAs placed near the bottom or on the right side of a page perform better than others. With that said, your call-to-action buttons should appear in places that align with the user’s experience. For example, you can place a “sign up” button in a place where users can see it after reading about your product or offer. It makes no sense to tell users to sign up for an offer they have never heard of.
#6 Optimize Call-to-Actions for Mobile
While this seems obvious, many businesses are yet to optimize their CTAs for mobile. More and more people are accessing the web via mobile devices these days, if they cannot view your site and landing pages easily, they will go away. Use a responsive design to allow users to easily convert. Make your CTAs clickable and ensure they don’t interfere with other components on the page. Mobile conversion rates are usually lower so don’t make things harder for mobile visitors.
#7 Refrain From Being Wordy
Use a few, well-thought-out words in your CTA buttons. The copy you use should coerce people to act immediately. The buttons should be visible, easy to read, and clear. Make it absolutely clear what users will get when they click. Most CTAs that convert have 3 or 4 words. You can use a little more in your call-to-actions, but anything longer will put visitors off. Do not use confusing or ambiguous words as prospects will not click on your CTAs. Utilize power words – like money back, best-selling, guaranteed, instantly, and certified – to increase the chances of your CTAs getting clicked.
#8 Test Buttons Time and Again
Ever tried A/B testing on your site? If you haven’t, start with the call-to-action buttons. Testing is crucial because even small changes can have a big impact on conversion rates. You can increase click-through rates by simply changing the color, shape, and position of CTA buttons. However, before applying changes, carry out A/B testing. This will ensure that your changes are based on hard data and not assumptions. A/B testing determines how visitors interact with offerings.
#9 Delay CTAs in Videos
Delayed gratification is one of the tactics you can use to increase conversions. Studies show that most people are willing to forego a small immediate reward for something bigger that comes later. When making a video, delay your call-to-action and focus on giving value. When visitors finally see your offer, they will jump at it. It’s easy for people to take action when they know what you have to offer.
#10 Offer No More Than Two Choices
While most CTAs are usually single buttons, sometimes, it’s important to offer choices. When giving options, ensure you use only two buttons. Psychology studies have proved that when a person is presented with too many choices, they become paralyzed. As a result, they end up choosing none of the options. However, if the choices are few, decision-making becomes easy. Give users two options: a smart one and a dumb one. In this way, you influence their decision-making by making the choice very easy for them.
Whether you want to run a paid search campaign or to entice prospects to buy a product, it makes sense to invest in your call-to-actions. Don’t take a CTA button for granted as it can go a long way toward improving your bottom line. It can make or break your business. Use these tips to leverage your call-to-actions. Create buttons that convert and take your business to the next level.