A call to action is the section on your website where you tell a visitor exactly what you want them to do. When you’re considering using a call to action, or CTA, it’s important that you understand the differences between different CTAs as well as proper placement.
Use a Strong Call to Action
Image via Flickr by Sean MacEntee
You’re trying to get someone to do something specific on your site. Do you want them to buy a product, or just fill out an email capture form? Either way, you need to tell them. Letting people know with both words and visual clues allows them to fully process the call to action. “Buy Now!” is a strong call to action that tells the customer exactly what you want them to do.
Use CTAs that Make Sense
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If you want visitors to your site to fill out an email capture form, it won’t make sense to tell them to “buy now” or “click here”. Instead, you need to make sure that your call to action works with the action you want them to take. In this case, something like “Sign up Today” would be more effective. When creating your call to action, take a look at the rest of the elements on the page. Make sure that you’re clear on what you want your customers doing.
Image via Flickr by The Pageman
One of the most confusing things for customers is multiple types of calls to action. If in one spot you say “sign up now” and another spot you say “Purchase Today” your visitors won’t know which you want them to do. It’s important to have consistency through your site, and ensuring that your calls to action are similar helps with this.
While considering what calls to action you think are most appropriate for your landing page, take a look at your copy. You may have some clues in there that will help when creating a call to action button. Some copy already has a call to action in it, as well. Using the exact same phrasing through the copy and any CTA buttons you use is beneficial when it comes to conversions.
Test Your CTA
Image via Flickr by Rob Enslin
If you’re unsure what type of call to action you should use on your site, consider doing some market testing. This will allow you to try out a few different options, and see which converts the best. This can help you decide the best wording, placement, color, and more. There are a few testing options you can try, including A/B split testing, or even just asking people you know what they like best. Make sure you keep track of the results. One of the best ways to do this is through your website’s analytics.
Having the right call to action will help ensure that visitors to your site do exactly what you want them to do. Whether they need to download a file or make a payment, it’s not difficult to help them along the process with a call to action button.
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By Jon Correll