Getting Action from Your Call to Action Buttons
Calls-to-action buttons are one of the most important elements of a website. They can make the difference between bouncing and converting. According to a study by Small Business Trends, nearly 70% of small businesses websites don’t have a call-to-action.
You know that effectiveness is an important element of building a successful website and factors such a page load time or navigation can make or break your conversion rate. What you probably didn’t know is that CTA buttons are just as important as any other element of your page. That is why you need to pay close attention to how you design them to maximize your chances of reaching your audience
Here are 4 Tips to Increase Website Conversion
1. Be relevant
You only have a few seconds to capture your visitors’ attention and convince them to take action. If your call-to-action is weak and generic, such as “Click Now” or “Subscribe,” you won’t persuade them to follow through the process. On the other hand, if it’s too strong and demanding, it can have a negative impact.
To convert, you CTA buttons have to be relevant to your audience’s needs. In an article written for Unbounce.com, Michael Aagaard writes about the difference between “Get your membership” and “Find your gym & get a membership.” The first call-to-action is very generic and could apply to different situations. The second CTA, on the other hand, is relevant both to the business and to its audience and it highlights the benefits of following through the conversion process.
2. Pay Attention to Placement
The placement of your Call to Action button is an integral part of its design. You want to make sure that your users notice it and they don’t have to take any additional steps to click on it, such as scrolling down to find it.
Place your CTA buttons strategically, taking into account the action you want to attain from your users and the natural flow of their browsing or reading style. Keep Fitt’s law in mind when deciding where to place these buttons. According to this law, the relation between the size of your CTA buttons and the distance to them defines the time a user needs to move the mouse to the button. In other words, if you want to get more action from your call to action button, you need to make them bigger and place them closer to the expected mouse position.
If you can’t figure out where to place your CTA buttons, test different areas and see which one drives more conversions. Or, better yet, work with an online marketing specialist that has the tools and expertise to turn you CTA buttons into a lead generating machine.
3. Be different
Researchers in neuromarketing revealed that we have in fact three distinct brains: the „Old Brain,” (also known as the Lizard Brain,) the „Middle Brain” and the „New Brain.” The Lizard Brain is primitive and a direct result of the basic evolutionary process. However, it controls the decision-making process.
To determine visitors to take action, you have to appeal the Lizard Brain since it can instantly notice any changes in the environment. A good way to stand out is to use a bold color scheme or powerful words.
4. Create a sense of urgency
This is one of the tactics used by highly converting websites to persuade visitors to take immediate action. Use time-sensitive words like “Now,” “Today” or “Instantly” to improve your conversion rates significantly.
Last but not least, test it! You should always test everything and, most importantly, observe what changes in your users’ behavior for future references. And, test it on yourself as well. If it’s so persuasive that even you would click it, then you know you’re on the right track!