If your CTA website buttons aren’t receiving more clicks than anything else on your site, you’re doing something wrong. Here’s how to make it right.
Have you ever landed on a web page and had no idea what to do next? It’s not your fault. Chances are, whoever built that web page didn’t use website buttons to encourage their visitors to convert.
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Marketers often refer to website buttons as CTAs. What’s a CTA? CTA stands for “call to action,” and they are exactly what they sound like.
A CTA is a button on a website that calls the visitor to take a specific action. Typically, that action is clicking the button and receiving something in return. That something might be a piece of content, a shopping experience, or a chance to schedule a demo.
Using website buttons is one of the simplest and most effective ways to improve your website. But creating optimal CTAs is a challenge, even for seasoned marketers.
In fact, marketers have been studying these buttons for years, trying to find the best solutions. They discovered that even simple tweaks to CTAs can boost website conversions exponentially.
If you want to know how to get more conversions on your website with CTAs, keep reading!
Website Buttons Convert Visitors
Business websites aren’t built to occupy space in an internet vacuum. They’re there to attract visitors and convert them, driving revenue.
If you’re trying to increase your lead generation site’s conversion rate, place CTAs and other website buttons in strategic locations.
Once a visitor clicks on your CTA, bring them to another page or to a form to convert and become a lead, or even a customer. The button provides qualified visitors with a simple path to conversion. They won’t have to search for a contact form, a phone number, or a product page.
Of course, not all CTAs are created equal. Some convert better than others. Here are a few best practices to follow if you want your CTAs to get tons of clicks.
Use Actionable Language
You only create amazing content for your website. Your CTAs should be no exception.
The text you put in your website buttons determines whether they will be clicked or ignored. For example, most people will ignore a button that says, “Click Here” or even “Learn More.”
How are visitors supposed to know what will happen when they click that button? Will it take them to a new page? How do they know it won’t do something they don’t want?
Instead, make it clear what will happen when they click the button. A better example might be “Download the Report” or “Order a Free Sample.”
Since CTA text is so short, each word counts. Choosing the wrong word can mean the difference between increased conversions and a high bounce rate.
According to Forbes, one marketer changed a CTA’s wording from “Get your free template” to “Get my free template” and their conversion rate increased by 90%!
Make the Conversion Process Easy
When someone visits a website for the first time, they’re usually just there to browse. They aren’t ready to talk on the phone or put something down in their calendar, so don’t force them to.
If your website or landing page button says something like, “Schedule a Face-to-Face Meeting,” most first-time visitors won’t click. You may want face-to-face meetings, but that’s a huge commitment for someone who is browsing.
Instead, focus on quick wins. Offer them free content, such as a short video or a helpful eBook, or other free stuff. You’ll get their contact information and they’ll get something free, easy, and commitment-free.
One company saw a 738% increase in conversions just by changing their CTA offering from “Schedule a Demo” to “Free 5-Min Video.”
If you’re in e-commerce, a button that says “Shop Now” is often all you need to convert visitors.
It Matters Where You Put CTAs on the Page
If you place your CTA in the footer of your page, prepare for a low conversion rate. Most people go to the footer when they’re looking for company information or a privacy statement. In fact, they might even get confused if they see a conversion opportunity down there.
Instead, place your CTA where every visitor can see it. Often, the best place is at the very top of the page and in the center. But placing your CTA above the fold isn’t your only option.
Using heat maps, one study of almost 100,000 page views revealed that 76% of people scroll after landing on a web page. Are visitors not converting on your first CTA? Give them a second opportunity further down on the page.
Also, place your CTA below any sales copy on the page. Statistically, your visitors are more likely to convert if they have an opportunity to read what your web page is all about first.
One study found that moving a CTA below a body of sales copy can increase conversions by over 300%!
Design Your CTAs to Stand Out
If your CTAs and buttons look like the rest of your web page, no one will click on them. Most visitors won’t even know they’re there.
Add color to your CTAs to get them noticed. The best colors for buttons on your website are those that stand out against the rest of the page, but some colors work better than others.
According to Yahoo! Small Business, the three best colors for call-to-action buttons are red, green, and orange. The three worst are black, white, and brown.
Here’s an example: Investor Mint provides website visitors with tools to help them make smarter financial decisions. If you’re looking for tools and resources to manage your finances, just visit the Investor Mint website, here.
Immediately, you’ll see a big, beautiful, green CTA, front and center.
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The way it’s placed and colored, you can’t help but notice it. It’s the primary action Investor Mint wants visitors to take on that page.
If you scroll down on the page, you’ll see an additional CTA. There are even more buttons further down leading to other pages on the site.
Investor Mint wants to make it easy for our visitors to browse our resources. That’s why we use simple language like “Start Here” and “Compare Trading Platforms” in our CTAs.
If possible, use custom designs for your CTAs. Don’t rely on generic buttons or those provided by your content management system if you really want them to pop.
Prioritize Conversions with CTA Website Buttons
You already know what you want your website visitors to do when they land on one of your pages. Don’t keep it a secret!
Give them ample opportunity to convert with website buttons and CTAs. Don’t forget to test your CTAs after you place them. Collect data and adjust over time find the optimal combination of color, text, design, and placement.
For more information on lead generation and website conversions, check out more of Rafi Chowdhury’s blog.
2 Responses
hello rafi ,
such a great article thanks for sharing ,
such a great article thanks for sharing
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