Visitors who don’t click, don’t convert – so your call to action (CTA) buttons need to be strong.
A CTA is a button or link on your website that’s designed to drive visitors to click through to landing page forms or to make a purchase – they come in all forms and are a great way to gather new leads.
It’s easy to improve your website’s CTAs, just follow our tips below to see an improvement.
Improve your copy
Your CTA buttons don’t need to be bland just because you don’t have a lot of room to play with. You can still experiment with your copy. For example, ‘Get free instant access’ sounds more appealing than ‘sign up now’. It’s compelling and tells the user about what you’re offering.
However, while it’s important to give users information, it’s important to stick to your brand’s tone/voice. Don’t use urgent language or power words if that isn’t your style.
Make use of the copy around your CTA button, too. The button doesn’t need to do all of the legwork. The surrounding copy can offer more information and reassurance, check out this example from Netflix:
‘Watch anywhere. Cancel anytime’
This tells users what Netflix does and reassures customers that they’re not signing a binding contract – with just four words. The ‘join free for a month’ button is equally simple and offers more information, making the no-strings-attached service an appealing prospect.
Pick a colour
When it comes to choosing a colour for your CTA button, there’s a bit of psychology behind the hue you choose. Contrasting colours stand out, i.e. a blue button on a red background, while orange and green buttons are said to perform best.
Red creates a sense of urgency – perfect for sales.
Blue creates a feeling of trust/security – think banks and building societies.
Black is strong, sleek, and powerful – ideal for luxury brands.
Green is calming and is one of the easiest colours for the human eye to process.
The list goes on…
Whichever colour you choose, make sure it ties in with your brand. As with copy, don’t be tempted to go off piste – it still needs to tie in with your website’s design.
(Check out this infographic from KissMetrics for more examples and info on colour psychology.)
The perfect place
Make sure you place your CTA button in the right spot. Sometimes you may find it perform best at the top of the page, sometimes it may work better towards the bottom – either way, it’s important to place it somewhere where it won’t get overlooked. And when it comes to the design, make sure it looks like a button. This may seem obvious, but if it doesn’t look ‘clickable’, no one will click.
Testing and analysing how your CTAs are performing is one of the only ways you’ll see if they’re working their magic. If traffic is high but conversion is low, perhaps it’s time to rethink your CTA and see if another approach or new wording could do the trick.
There are several ways to analyse your CTAs, such as:
- Keep an eye on the number of clicks/views of your CTAs
- Create A/B testing
- See which percentage of page views lead to clicks
- And from that percentage, how many go on to fill in forms or make a purchase?
We hope you’ve found this quick round up of call to action tips helpful, and we hope they do the trick!
If you’d like to find out more on how Door4 can help you with your own website and marketing needs, get in touch here.