How To Increase Conversions With Your Call To Action (CTA)

posted on 11 / 07 / 19


Your call to action is one of the most important features on your website. 47% of websites have a call to action button that users see within 3 seconds or less when arriving on your page. Considering you only have around 15 seconds to catch the visitors attention and 2.6 seconds before they make their first impression, you’re in a good position to get off on the right foot. Here are some ideas to consider which will increase conversions with your call to action.

 

Why Your CTA is Important

Your website and landing page can be optimised to the hilt, but if there are no calls to action then your efforts will go to waste.

Your offer could be unmatchable, your product second to none,  your potential customers might be desperate to buy what you have, However, with no obvious call to action,  users won’t know what to do next and won’t hang around for long.

 

Why people aren’t responding to your CTA?

There are multiple reasons people aren’t responding well your calls to action. Here are some of them:

  • The button doesn’t stand out. Maybe it’s too small, badly placed, or not the right colours.
  • You’re offering to many CTAs which overwhelm customers with too much choice.
  • Asking for too much from the customer. For example, your sign up form may be overcomplicated.
  • You’re not pairing your call to action with quality, useful content.
  • You’ve forgotten to mention the benefits.
  • The CTA isn’t is mobile-optimised.

Making Your CTA a Button

When users arrive on your page they’re looking for buttons. Don’t try to reinvent the wheel with this one. It’s a known fact that buttons work better than images, anchor text links, or memes; they are buttons. There’s plenty of opportunities to experiment with design throughout your website but when it comes to calls to actions stick to buttons.

A good example can be found on MyLockup. The offering is self storage paired with a direct call to action to get a quote in the header.

Colour plays a big part in catching the visitors attention. It’s not going to make a huge difference unless the buttons are hard to see. A storage unit business changed there button from blue to orange and saw an increase of reservations from 7.8% to 91.7%

As a rule of thumb use:

  • Bright contrasting colours
  • Rectangular shape
  • Be surrounded by white space
  • Standout from other links/buttons on the page

Basically, your button should look like a button.

MyLockup does a good job of using contrasting colours for their ‘Get a Quote button. It’s dead centre in the middle of the page, bright green against the orange layout, and almost impossible to miss.

MyLockup quote form

 

CTA Button Location

As we now know people need to see your call to action. Where the button’s placed is a big deal.

The button should stand out and avoid being pushed amongst the clutter. If it’s not easy to see, or amongst millions of other CTAs slapped all over the shop, then nobody will know what to do on your page.

Being above the fold is the most common placement for buttons calling your attention. This may vary from site to site but if it’s it that the top of the page it almost guarantees the user is going to see your button. Amazon does a good job with buttons using a bright yellow ‘Buy Now’ button, above the fold, paired with all the important product details. Let’s be honest, it’s hard to miss.

amazon buy now

That being said going below the fold can work as well. Whilst typing that first sentence I could hear marketers worldwide cursing out loud. It’s proven that depending on the type of content you are promoting.

For a short page with less text then a CTA makes sense above the fold. If the subject needs a bit of clarification it’s a good idea to have the CTA located near the end of the copy. If the information is easy reading, in a clean and simple manner, then it’s proven that conversions may actually increase. Meclabs compared a short webpage with a CTA above the fold against a longer page that provided meaningful information. The result was an increase of conversions for the larger webpage by 220%

At that point, with full understanding, your visitor is then more likely to respond to your CTA.

 

 

Offering Value

More than 90% of people that land on your website and read your headline also read your call to action copy That means two things; your copy should provide useful information relating to your headline whilst being paired with your CTA.

For example, provide the benefits your visitor will get from by signing up with you. Maybe it’s a free ebook download packed with useful content or a free trial of some sort.

 

Final Thoughts

Your call to action is what will seal the deal for converting a potential customer. The colour and placement may vary in terms of what will offer success. The main importance is that it stands out and is paired with such meaningful content your customer wants to sign up.

Want to see how we can help you increase conversions with your calls to action? Speak with 16 today.