Just with any other person, your relationship with a potential customer starts with a simple introduction. This is often produced through your website and social media accounts, which give a thorough overview of your products and services. A lead will turn into a prospect, which will hopefully turn into a customer by the click of a button.
But how can you convince prospects to take the final leap and fully convert to becoming full-fledged customers? That’s where a call-to-action, also known as a CTA, comes in.
In this article, our experts of content marketing in Pittsburgh—Responsival—will give you advice on:
A well-designed button attached to a carefully crafted message is key to building a desirable CTA. One that is vague or hard to find will not make many conversions. Of course, you don’t want to make it obnoxious either.
Follow these quick tips to help maximize that amount of clicks you can gather on your CTAs.
Have your CTA stand out on your web page by making it large enough to be easily noticed by visitors. Apple recommends making it a minimum of 44x44 pixels. Contrasting your CTA with the web page’s background will also help make it more eye-catching, as well as adding an image of what your CTA offers.
Avoid wordy CTA’s. Customers shouldn’t have to spend too much time reading them. Instead, they should be able to quickly scan them before clicking them. That being said, every word counts. So make them effective. Dull, emotionless writing won’t grab anyone’s attention. Try to use unique, action-oriented words.
Try words such as:
Rather than boring words like:
Even adding an exclamation mark at the end of a sentence can go a long way. An added sense of urgency will up your chances of persuading a prospect of hitting that button.
Here are some great examples you can follow.
Their CTA is hard to miss. Its centered position, as well as the red background against the darkened surrounding area, makes it easy for users to spot within seconds.
Notice how simple, yet powerful its wording is. Users are given enough information in a small space to understand what they’re getting when they click that red CTA button. Not only that, but the message itself is enticing. Who wouldn’t want to watch unlimited shows anywhere during a free 30-day trial?
This clean and simple CTA follows every rule in the book. It’s short, yet descriptive. The user knows that he or she will obtain a demo of the company’s product after entering their email and hitting the button. The use of white space around the brightly colored button also draws the viewer’s attention to the CTA and away from irrelevant content on the page that could distract them from it.
As nice as it would be to have a simple standard to refer to, there isn’t really one. This is why it is critical to A/B test your CTAs to see which are working and which aren’t—and why.
Kissmetrics says that CTA placement is dependent on the volume of a page’s contents. Short pages containing less text do better when their CTAs are placed above the page fold, also known as the part of the page that is visible without scrolling. Longer, more complex pages should have their CTAs below the fold. This is because users will have absorbed all of the information offered on the page before finally scrolling to the CTA, and will be more likely to click on it.
The amount of CTAs you should put on your webpage depends on the content it contains as a whole. The traditional rule that many companies go by warns against using multiple CTAs. However, there are several exceptions to this rule. If the page housing your CTA is long and contains multiple points, adding several CTA’s can help break up text and will increase your chances of conversion. That being said, make your CTA for one thing. Don’t try to make someone try to sign up for a newsletter, download a book, and order a new product all in one page.
Make sure you continually test your CTAs. There’s always room for improvement, and you aren’t going to be certain how effective you are if you don’t keep track of their success rates. For more information on how you can convert people to customers, contact our experts of content marketing at Responsival.
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