*Buy now!* *Sign up today!* *Join our mailing list!* Blah blah blah… Oftentimes, call to actions are bland and fail to do their intended job: getting people to engage in an action of your design. Luckily, there exist quick fixes to save your call to action (CTA) and make it more effective. For example, by adding one single call to action on your web page or in your email, you can increase your sales by 1617%!
This is just one of many ways you can improve your CTAs. Read on to discover some of our top tips to get the best out of your call to actions:
1. Design and position your call to action wisely
Design a clickable looking call to action and position it carefully so that your readers can’t miss it. Always keep in mind that for your customers to take action, your CTA needs to be appealing and stand out from the rest of your page/email. Here are some of the best tips to achieve this:
- Use a large rectangular or oval button
- Position it on a clean, contrasting color background
- Surround it with blank space
- Fill it with an inviting text that tells your visitors the action they are about to take
Then, it’s time find the best position for your CTA. A study conducted with over 232 users showed that people generally scan a web page in an “F” shaped pattern. Now, what does that mean?
Essentially, it means people scan a website in 3 steps:
- They begin scanning horizontally across the upper portion of the page content, hence forming the top piece of the F.
- They then move a little bit down and once again read horizontally, but this time not as far across as the first portion; this makes up the second horizontal bar of the F.
- They finish scanning the page by reading the bottom left content, in a vertical movement, completing the F shape.
Of course, these are general reading patterns as people do read differently; but essentially, the F shape is mostly used. That being said, where should you then place your CTA? Although anywhere within the F shape would be fine, some studies have shown that placing it at the bottom left section of the page can increase your conversions by 304%, but there are arguments for placing your CTA above the fold as well. Placing your CTA above the fold draws immediate attention to it without going into any explanation. Studies have shown that people will only scroll below the fold if the information above the fold is promising enough.
2. Use the right content
Having the right copy for your CTA can make the difference between a click and a pass. CTA copy needs to be compelling, yet short and to the point, if you want people to click and not lose interest.
Use short words – in fact, no word extending beyond 3 syllables. But yet, don’t settle for “Buy now” or “subscribe” either. Your CTA should tell visitors exactly what they will be getting by clicking on that button. For example, when Fitness World changed their CTA button from “Get your membership” to “Find your gym & get membership”, they increased their conversion numbers by over 200%!
You will also want to consider using “power words” – words that writers use to instill emotion in readers. It can be as simple as changing “win” to “victory” or “triumph”. Power words, in general, have a little more pizazz than regular copy. For more on the subject, have a look at this SmartBlogger article which lists different power words, each for a different emotion, and see how you can apply them to your copy.
3. Create a sense of urgency
Without urgency, there’s a great chance your visitors won’t click the CTA right away, which in turn lowers the probability they will ever click it. Improve your CTA’s urgency by using buzz words that inspire visitors to act immediately. Words and phrases like “buy now”, “limited time offer”, “the first 100 customers only”, or “subscribe today” can help create that urgency and push viewers to click.
Amazon does a great job of creating a sense of urgency: when browsing products on their site, you’ll find some of them have a limited time offer, coupled with a countdown clock informing you of the time left to take advantage of the deal.
What’s important to remember is that urgency is created when a product appears to be limited in supply or an offer is limited in time. Your message should make viewers feel like they are missing out on a fantastic opportunity if they don’t quickly click on the CTA.
4. Don’t spam!
Spam is the most annoying thing for any user, whether it appears in their inbox or while browsing. Keep your viewers happy and spare them the spam. For example, never send customers more than 1 email a day about any special offer or product, and even that might be too much. Surveys show that 53% of email subscribers say they get too many messages from retailers. To resolve this, ask your subscribers their preference in terms of email frequency – once a week or month?
You’ll also want to avoid displaying pop-ups on your website. Ever tried reading an article and then part way down the page you get interrupted by a pop-up pushing a product you haven’t quite finished reading about? Yes, quite irritating! Give your readers the information they need and then present them with your CTA.
5. Test your work
Just because you created a CTA that looks great doesn’t mean it will be effective. You will need to test which CTAs work best with your visitors by trying out several of them: A/B testing pits two of your webpages against each other to see which one gets better conversions. There are many A/B testing softwares available on the Internet like VWO or Optimizely to help you with this task.
Try as many different CTA variants as you can: change the text style, size, color, placement and the message. Compare the results, check which CTA produces the most conversions and then choose the one that works best for your business.
A call to action is crucial to the success of your business as it drives conversions. Because of that, always keep in mind that the smallest mistake can drive visitors to ignore a CTA. Thankfully, minor adjustments can fix it: try out different CTA variations with the tips we provided and select the one that will drive your business results.