If you want to maximize the number of leads your website generates, you need a strong call to action (CTA). Suffice to say, a small sign up button at the bottom of the page might not get the results you are looking for. It can be hard to find the right layout for your pages; however, improving your CTA doesn’t have to be difficult. By incorporating the following essential elements into your website’s CTA, you can dramatically improve your website’s conversion rates.
1.) The right colors
Color can be everything when it comes to designing the perfect CTA. Humans are visual creatures, which is why it is important that you pay special attention to this element. The more your CTA stands out, the more users are likely to click on it.
With this in mind, you should make sure that the color of your CTA button contrasts sharply with the rest of your website. If your page is mostly white, try a red or a green CTA button. Don’t be afraid to use ‘warning’ colors such as red or green. It may seem counter-intuitive when people associate trust with blues and greens, but red CTA buttons can be just as effective. A CTA is no good if users don’t see it.
2.) Words that provoke action
If you’ve ever been to a political rally, you’ll notice that politicians tend to use powerful words that trigger a strong emotional reaction. The same goes with your CTA. The trick is to keep it simple while inspiring action. There’s a reason that “sign up” and “add to cart” are so popular, after all. Powerful CTA’s include:
- Start your free trial
- Access your account now
- Enjoy 50% off today
- Start testing
- Send me info
- Download the demo
Whatever words you choose, make sure that it is clear to the user what you are expecting them to do or what the end result will be of clicking the button.
3.) An appropriate size
You want your CTA to stand out and be seen immediately. As such, it would be a good idea to make your button bigger than the rest of the elements on your landing page. But don’t make it too big. It should be big enough to be noticed but not too big to take attention away from other important content on your page. It should also be big enough to be tapped easily if users are on their smartphone.
4.) The right location
There is no definitive answer when it comes to the best location for your CTA. It all depends on your page’s layout. However, you do want to try to put it somewhere where the user does not need to scroll. Two very popular spots are in the banner itself or in the first part of the content below the banner. If you are using a floating button that stays on the screen as you scroll,. it might be okay to put it in the bottom corner. Do this test: open up a few websites and see the first place your eyes go. Don’t put the CTA in a place your eyes would not normally be drawn to. As with every element we discuss here, don’t be afraid to test different locations to find the best placement.
5.) No competition
So strictly speaking, this isn’t something your CTA should include; it’s more something you shouldn’t do. Don’t make your CTAs compete with one another. Every page should have an action that you want users to take. Whether that’s to sign up for your mailing list or download a document, it doesn’t matter. What does matter, however, is if you litter the page with other CTAs, the user might take a different action than the one you want. Try to focus on the main goal of that page. New visitors don’t deal well with choices, so don’t provide them with too many decisions.
The five items discussed can help to dramatically improve the attention your CTA receives. Keep this in mind, and you will be well on your way to increasing your conversion rate. Don’t be afraid to experiment. While these are good rules to follow, they don’t work for every site, with every user. Test, test and test again to find the CTA that works best for your website.