Getting users to take the right action on your website can be challenging. Creating engaging call-to-actions can help improve your conversion rate.
Curiosity can be a powerful motivator, so play to it in your CTAs by creating a sense of urgency or by tapping into your audience's dominant pain point. For example, Lifetree Creative uses size to indicate how important their primary action is by making it larger than their logo.
1. Make Your Call-to-Actions Eye-Catching
A call to action is a button or text prompt that inspires users to take the next step in their journey with your company. CTAs can range from a simple "buy now" or "subscribe" to a more involved "start your free trial today".
The best calls to action are easy to see and prominently located. One way to do this is by using a bright button color that contrasts with the rest of the page or email. Another option is to make the CTA larger than other elements of the site, as done on the paramore|redd website where the button that asks people to sign up for their newsletter is significantly bigger than the one that simply says continue reading.
The language used in a call to action is also important. Using a strong verb like "buy now" or "subscribe" can be effective, but more descriptive language is also useful. This helps to personalize the CTA and makes it less generic. For example, Contently uses friendly language in their "start your free trial" that makes the action seem more inviting and less like a cold, sales-like proposition.
2. Make Your Call-to-Actions Simple
CTAs are designed to prompt viewers to continue their interaction with a brand, whether that’s signing up for an email newsletter, downloading an eBook, or purchasing a product from the site. They need to be simple in order to encourage users to take the desired action without making them feel pushed or harassed.
One way to do this is by giving the call-to-action a distinguished area on the page, which helps it stand out from other content. For example, dailymile uses a large, bold color to draw attention to their “Sign up for free” CTA on their homepage.
Another approach is to use friendly language in the CTA. Charity: water takes this approach with their “Become a Hero” campaign, describing how they can help their viewers in a friendly tone. This makes it more likely that people will click on the CTA. In addition, this language can also help them establish trust with their audience.
3. Make Your Call-to-Actions Sense of Urgency
A call-to-action is designed to direct users to take an action that will move them closer to becoming a customer. The most effective CTAs are clear and concise in their direction. They are typically written in a bright color that contrasts with the background of a webpage or email and are large enough to command attention. They also include a clear benefit that a user will receive by completing the transaction.
Some common concerns that users have about completing a transaction online are that it will be difficult, costly or time consuming. Creating a sense of urgency by including a countdown in your call-to-action can help alleviate those concerns and encourage users to take action now rather than later. For example, in the "Sign Up" call-to-action on Dropbox's homepage, the use of negative space helps the blue button stand out against the page and highlight that it is free to sign up for a new account.
4. Make Your Call-to-Actions Personalized
It is important to be as personalized as possible with your calls to action. This will ensure that you are getting the most out of your CTAs. It can also help you stand out from your competitors. This can be done by utilizing your company’s name, logo, or unique verbiage in your CTA button text. Apparel company Hija De Tu Madre uses a clever play on words to draw attention to their CTA by using both Spanish and English in the copy.
CTAs are an extremely effective marketing tool. They can take users from casual passersby to leads that are genuinely interested in doing business with you. By following these best practices for call-to-actions, you can make sure that your website is optimized for conversions. So what are you waiting for? Start optimizing your site’s CTAs today! And don’t forget to run at least one (but preferably more) A/B test before you finalize your call-to-action design.
