All you need to know about WordPress 4.6 PepperAugust 30, 2016
5 Ways WordPress Website Live Chat Will Boost your BusinessSeptember 16, 2016
So you’ve got a beautiful website and you’ve even got traffic, but you’re seeing reports and analytics showing almost everybody leaving your site before they’ve done what you want them to do. Maybe they’re abandoning their shopping cart without checking out, or completely ignoring your free trial offer, or just closing their tab before even giving your blog article a once-over.
Getting potential customers to do what you want them to can seem impossible. In fact, 70% of business sites don’t even feature a call to action, or CTA, at all – and only 14% of business sites have a CTA that can be easily spotted by visitors within 3 seconds of hitting their site. That means an incredibly large portion of YOUR competition is doing a terrible job of converting, and all you have to do to scoop up those customers is write a captivating CTA… Easy, right?
Not exactly… Call to action marketing is an ever-evolving science, with new strategies and best practices constantly replacing the outdated methods of yesterday. However, here are 5 straightforward CTA tactics that aren’t going anywhere fast.
1. Action Packed Text Relating to Your Offer.
Your call to action NEEDS to feature strong, action-oriented verbiage specific to your campaign. It is important that your messaging reflects something for the customer to ‘do’. If the action you’re trying to get customers to take is to view your prices, a CTA like ‘Get Pricing Information’ strongly outperforms a CTA like ‘Our Pricing Information’.
Avoid generic terms like ‘Go’ or ‘Submit’ that could apply to all your competitors offers. The more common the language, the more tired customers are of seeing it, therefore are more likely to ignore it. Take this CTA from Grey Goose for example. How much more intriguing is ‘Discover a Cocktail Tailored to your taste’ compared to something like ‘Learn More’?
2. Proper Color; Proper Shape.
The only thing more important than the content of your button, is the look of it. If your CTA doesn’t pop off the page, then you can’t be surprised when people don’t notice it. Traditionally, orange buttons and green buttons are the highest converters color-wise, but there’s no silver bullet when it comes to CTA design. Orange and green are a great starting point, but if that’s clashing with your existing site design, you’ll have to keep experimenting.
Along the same lines, there’s no specific shape that constantly outperforms others. However, A /B testing with button shape as the only difference has shown that simple tweaks like rounding the corners, or using a stroke button (like the Grey Goose example) can cause a massive spike in conversion rates. Take a look at how such a small change can have such a big impact. keep testing variations until your conversions shoot through the roof!
3. Put yourself in the Customer’s Shoes.
You shouldn’t go around stealing footwear (obviously), but you should be writing and designing from your clientele’s perspective. Try to picture the CTAs that have resonated with you in the past, and more importantly, recall the negative experiences that have turned you off. Avoid cheesy, ‘As Seen on TV’ language. For example, ‘Get Instant Access Now’ has a negative connotation to it. Most people can recall a time where they were suckered in by similar messaging only to find that the ‘Instant Access’ was behind an email collection and credit card wall. Instead, reference what the customer is getting access to; ‘Test our Free Demo Now’ is much better.
Too many times, marketing messaging is designed with “What do I want my Client to do”. This creates a disconnect in the customer’s mind, as they’re now reading your messaging as if they’re being told what to do. People don’t like being told what to do. The easiest way around this is to convert your CTA into a first-person experience. Instead of ‘Create Your Account’, try ‘Create My Account’. Instead of ‘Increase Your Traffic’, use ‘Increase My Traffic’. A simple change from ‘your’ to ‘my’ saw this landing page’s conversions jump 90%! And no, that’s not a typo.
4. Go with the Flow (Positioning)
There are 2 major points to consider when you’re positioning your CTA. The first is to match how we read to how your site flows. We read left to right, and top to bottom - so use this to your advantage. Place your CTA buttons below or to the right of your headline or content, so that customers are taking in the information THEN seeing the option to take action, and not the other way around.
The second key to positioning is to never make the user backpedal. Your button needs to be in a place where it would be fitting for the user to click on it. You wouldn’t put a ‘send’ button above a contact form, so why would you put a ‘Sign Up Now’ button at the top of your page, when your offer or product details are further down the page. See how this sign up form positioned below the offer is over 300% more effective than the reverse.
5. Test, Test, Test – Then Test Some More
You’ve followed all these steps, put in the time and effort and you’re left with a brilliant Call to Action. All that’s left to do is stay vigilant. Keep your eye on your site’s analytics and reports, and spend a few minutes here and there making adjustments. Super simple changes like swapping out a word or two, changing the colour of your button, or increasing the font size only take a moment, but can have a big effect on conversion rates.
Some changes will help, some will hinder. Just make sure you’re keeping track of the best versions. Here are a few tweaks you can make if you’re not exactly thrilled with your conversion rate: Change words, change colours, change shape, change style, add or remove icons, increase or decrease font size, increase or decrease the empty space inside your button, increase or decrease the white space around your button, add descriptive subtext inside your button, reposition your button, etc. It’s very unlikely you’ll come up with the perfect CTA on your first try, so keep testing variations until your conversions shoot through the roof!