Action buttons allow visitors to interact on your website: If they are interested in your brand, content, product or service, a call to action (CTA) or call to action is what allows them to move to the next step. Although call-to-actions can be small in size, they are an essential gateway to converting visitors and moving them down the sales funnel funnel. This is why it is essential that you improve it…
What is a call to action (CTA)?
The concept of a call to action (or CTA for short) was a major marketing term long before the days of digital marketing. When used in print ads, a call to action is often a message that directly encourages consumers to take a certain action: for example, a message on the flyer that says “Call now” or “Book an appointment today.”
With digital marketing, calls to action have a much greater impact because clicking on them allows the customer to start taking the action that the CTA encourages: when you shop online and see a button. It will take you directly to the checkout to enter your payment details. This is why calls to action are so important to sales.
In general, a good call to action should be:
- be easily understandable and persuasive;
- Attract the visitor’s attention with their photos;
- Allow the visitor to perform the action for which he came to the site.
There are many things to consider when improving CTAs. This article will go over the basics to improve your calls to action, and thus help increase conversions. Starting !
1. Create the right context for your call to action
Before you begin any design or optimization of the button text, you need to think about the context in which your CTA appears:
- How do visitors land on this button?
- What do they earn by clicking on it?
- How do you help improve the user experience?
- How to move a potential customer down the sales funnel?
Remember, not all visitors to your website have the same interests. And your main call to action, that is, the action that is the primary goal of your brand, will not resonate with your entire target audience.
To increase your chances of converting your visitors, you can set up several calls to action to:
- meet the expectations and interests of different individuals;
- Increase conversion rates and click rates.
For example, on e-commerce sites, you often have the choice between: “add to cart” or “click and collect” in the checkout page design. This allows the brand to cater to online shoppers who are looking to convert into customers and visitors who just do their research before visiting the store.
2. Build confidence in your CTAs
Customers can select a call to action up to a mile away. They know that clicking on a CTA will lead to some kind of engagement. Unless they’re absolutely sure about this post, they won’t click on it, so the call to action message should be crystal clear to give customers the clarity they need to click. This will increase your sales by building trust. A good way to make your CTAs more relevant is to mention people to make your work more special and to remind the client that real people are waiting for their help. So instead of “schedule a meeting” say “talk to us” now for example instead of a call to action.
3. Don’t confuse your audience: keep it simple and straightforward
So your CTA is meant to be short, simple, and precise to avoid overwhelming your target audience with flashy messages that are basically too long and boring. So, keep it brief and make it memorable. Call-to-action messages such as “Sign up now,” “Learn more,” “Get started,” “Join for free,” “Buy now,” etc., tend to be more effective than long messages trying to explain your intent. Limit your CTAs to no more than four words if possible. Additionally, if you turn this post into a CTA button that you place strategically on your website, it will be more effective. In other words, it is about sending the right message at the right time and right place.
4. Choose where to place the CTA
Placing the CTA buttons is an important part of the improvement. It depends on the circumstances, the situation and of course what your audience prefers. However, you will need to think carefully about where and how to place your call-to-action buttons. You need to put it in such a way that everyone can see and remember your CTA, but also avoid being intrusive and rushing about it. Here are some examples to keep in mind:
- included in your newsletter;
- at the top of your page;
- in a footer or in a blog post;
- right in the middle of the page;
- near the search bar;
- As a welcome popup on your landing page.
5. Use strong imperative verbs and clear language
When choosing a verb for CTA, focus on the desired action: buy, call, ask, etc. The verbs you use should provide direction and instruct your users.
Again, be as clear and brief as possible to avoid confusion. Users should be able to understand and imagine exactly what will happen after clicking on your CTA. Avoid situations where they click on Register and are faced with an infinite number of fields to fill out. In this case, it is better to be simple and use the text “Fill Form” rather than “Sign”.
Here are some examples of obvious calls to action:
- “Purchase the e-book”
- One-click registration
- Download for Windows
- Try it free for 30 days
- Fill out a Google Form
The first-person call-to-action version also feels more private and open. Don’t tell the user what to do, but offer to accept your offer. Here are some examples to inspire you:
- “Add me to your list”
- ” tell me “
- “Tell me more”
- “I want to see your best performances”
6. Choose an appropriate call-to-action wording
The wording of your CTA should be crystal clear. The visitor should immediately understand why they clicked and what will happen next with your writing. Do they want to download a resource? Register? request for proposal? Make an appointment?
To easily decide on the wording of the CTA, put yourself in the shoes of your visitors and complete the sentence “I want to…”:
- Download an e-book
- Register now
- request for proposal
- Make an appointment
Avoid general terms as much as possible such as “Learn more”, “Click here”, “See”, “Purchase”, etc. They may fit well with the expected action of the visitor, but they are overused on the Internet and very impersonal. Stand out with something more authentic that uses business words to convert customers.
Your CTA should be really engaging, grab the attention of your visitors and encourage them to stay on your site. To do this, you need to give the visitor control of the process:
- Speak directly to the visitor or put yourself in their shoes : “Access your/my benefits” or “Download your/my e-book”.
- Use action verbs : “Start”, “Ask”, “Download”.
- Play on a sense of urgency “Now”, “as of today”, “immediately”.
By using these words in your CTA, you make the visitor the main actor on your page and encourage them to convert.
7. Use responsive design
When we say responsive design, remember that probably at least half of your users are browsing your site or reading your emails on a mobile device. Before publishing, be sure to check the placement and appearance of your calls to action on a variety of screen sizes and software agents. The ideal placement for the call to action is at the top of the page and in the middle column. This is where most people look when visiting a landing page.
8. Be creative
As mentioned earlier, for CTA optimization to work in your favor, you need to design it well. This is where creativity and innovation can be hugely beneficial. Visuals are your best friend in this business, so feel free to tap into their full potential.
For example, you need to choose the right color and graphic design for your CTA button. However, some companies go the extra mile to get really creative when it comes to optimizing their CTA. For example, some companies use the .me domain extension to customize an entire web page and turn it into a giant CTA.
Most people think that improving CTAs is all about the visuals, but no one said you can’t take a step forward and use a domain to your advantage. The thing is, consumers love creative, innovative and well-designed things. Plus, they love to see something unique every now and then. Surprise your audience with your creativity and your message will be well received.
9. Use contrasting colors and white space
To be effective, you need to make sure that your CTA statement stands out from anything else on the page. As we saw earlier, using contrasting colors is the easiest way to achieve this. If your CTA is the same color as the rest of your text, it will blend in with the background. Using a lot of white space around your CTA also helps make it stand out more. Size is also important, so make your call-to-action text larger than the text around it.
10. Test and refine
It is unlikely that you will be able to create a fully optimized CTA from scratch. Instead, it’s an ongoing process, and you must constantly test and improve your calls to action as you learn more about what’s most effective for your audience. A/B testing is the best way to do this: split your audience in half and show them two different versions of a CTA. The version that converts the best gains.
be careful ! There is no point in having a super effective CTA if the user clicks on it to land on the brocken page. Once you have created your webpage or email, be sure to click on all of your CTAs and verify that the links are going to the correct page and that all forms are working properly.
Improving your calls to action A great way to increase sales on your site. You should always be very careful about the way your call-to-action is phrased and presented as well as where you put it. In addition to direct sales, it is also very important to Increase the reach of your marketing strategies and build high-quality, long-term relationships with customers.