Effective Call To Action
Do you have a strategy for your call-to-action button? I bet you do have. However, does it call to action effectively?
The best way to design a call-to-action button is to focus on effectiveness. It is not just a button on your web site; it is where the action is. It prompts your website visitor to make a purchase, sign up for offers or download an item. If you want your conversion rate to increase, designing an effective call to action button is mandatory. Let us focus on its three main important aspects that work effectively together to attract conversion from your website visitors.
Your COPY in call to action
In digital marketing, it is important to address your searchers through their needs and satisfy them with your content marketing. Your words aka copy, must inform and encourage your website visitor to act. You need to address the following areas in your copy to make your website visitors act.
Be specific with your language
If your Call-to-Action button explains exactly to your readers what will happen when they will click, that is an instant click. The specific wording you use on your call-to-action buttons can have a great impact on your conversion. Make your copy straightforward, specific and simple as possible.
Focus on your offered benefits
Your call-to-action has to show a benefit to your searchers, you need to promise them a benefit in order to get them to click and take your offer. The micro copy (minimal words) needs to communicate this benefit clearly. For instance, instead of using a “Read More” button copy or “Buy Now”, use “Learn to write email copy that sells” or “Learn More”, this will reinforce the benefit the searchers will get in clicking your button.
Be careful of your friction words
Buy, download, order and submit are common friction words that imply your searchers have to do something they do not essentially want to do. You need to lessen the perceived effort of your searcher and replace these friction words with light words like “Get” or “Learn” and you can add up with a benefits statement like “Get your free account” or “Learn to make how to…” You can also use buzzwords such as ‘free’, ‘discount,’ ‘instantly,’ ‘bonus,’and ‘sale’ to be more effective. It is best to imply a benefit than being so persuasive with your copy.
Give the sense of ownership
In reality, humans tend to be driven by the sense of loss and it triggers a benefits for your call to action button to use first person possessive determiners like “my” or “I” to convey ownership to your offer. Projecting this sense of ownership like “Get Your New Items” to “Get My New Items” could be a cool way of getting your searchers to take action.
Your Design in call to action
Let your design also speak with your copy. It is also an important element with your call-to-action button.
Your design must: Shine out on the page
Ensure your call-to-action button to shine out within your page. It must be noticeable. Use or select a button color that contrast the other colors used in your page. You can try “Squint Test” to see if your button stands out.
Shine out like a button
As your button must be noticeable, it must also look like a button. Do not make it too fancy so as the searchers must easily recognize it.
Shine out in an appropriate size
Too big or too small is not a good size for the call-to-action button, it must be just right so as the other content on your page can also be noticed and your button will not appear too promotional.
Shine out within the whitespace
The space or the whitespace around your call-to-action button can help it to shine out but not leaving behind other elements in your page. Be sure to shine out connected, not too close and not too far; just let it be noticed, and making the searchers more aware of your page’ set up.
Your Placement for call to action
Your call-to-action button location is often above the fold or the part of the page that is visible before the searcher is required to scroll. However, the ideal location or placement of your call-to-action button is in relation to the complexity of your offer.
If your offer is easy to understand then you can position your button towards the top that allows searchers to easily find and click the button.
If your offer is a little bit more difficult to understand and you want the searcher to understand more, you can place it just in the right place that it will not appear before the offer. Let your website visitor feel free to click as you motivate them to understand well your offer and what benefits they can gain out of it.
As the digital marketing grows with its trends, call-to-action button makes its own growth as it has a big action to take in your marketing. It is where the action is!
The purpose of the “Call-to-Action” Buttons placement:
Main purpose is to get a visitor or searcher to your site to do something or guiding them what to do. It can lead them to add a product after viewing photos and content, download something, request some information or anything else they need.
Importance of the placement for “Call-to-Action” Buttons:
The placement of Call-to-action buttons are important on your page as it increases click-through rates by making it clear to your searcher and guiding them what step to take next.
As you have the best thought design of your “Call-to-Action” button, you must not forget to test everything. All the changes you make must be observed, studied, analyzed and tested. You can A/B test your call-to-action button and analyze it. You change and test to improve not just for sake of observation.
Take advantage of its purpose and importance of call to action copy, placement and design in your digital marketing as it can lead to more conversions. Its goal is to reach your business KPI. It is important to design and create your call to action button with the end goal in mind. Put the right copy for the right searcher at the right moment!