Thinking About A Call to Action
It may seem like common sense to some, but having an effective call-to-action strategy is such key player in successful digital marketing.
Having no call-to-action, or one without much thought put into it, it means cutting off the possibility to convert interest into quality leads or sales.
If you aren’t going to take the time to create a strong CTA strategy, you may as well throw in the towel.
What exactly is a call-to-action?
Just to rewind for a second, we realise a few of you may be a bit lost on what we mean by a call-to-action.
You know all of those instances when you have signed up for something online – i.e. a newsletter for your favourite online store, or even signed up for a music service like Spotify? Every single one of those sign-ups are successful calls-to-action right in the making – they worked on you, didn’t they!
CTAs are essentially a button with an instruction to your page visitors, encouraging them to take an immediate action. A CTA will always hold a specific purpose – to get e-newsletter sign ups, to get someone to join your service, etc.
For example, “Keep me informed!”:
Your overall aim with a call-to-action should be simple, clear, and of course compelling, making people want to click. Sounds easy right? Well, creating an effective CTA can be trickier than you think, and there is actually a lot of psychology that comes into the making of a good CTA.
So, to help, we’ve come up with a few ways to help you structure a strong and effective call-to-action.
If you really want to increase the chances of your CTA being clicked, you should always think repetition.
This means using the same button (or similar versions) on the same webpage, giving your visitor more opportunities to click and increasing your chances of converting.
Keep it Simple
People like everything easy as ABC nowadays.
Check out Netflix’s approach.
They have a very clear “JOIN FREE FOR A MONTH” CTA front and center with very little distraction on the page, making the suggested action very simple and straightforward for the viewer.
I recently read a blog on QuickSprout, and right when I was about to bounce, I was hit with this massive pop-up:
Clear and effective, I know that they are encouraging me to sign up to learn more about traffic building. Which was a double whammy, since I was actually reading a blog on this topic…
QuickSprout is notorious for using CTAs mid-blog post to ensure their visitors sees it before they bounce. This is a super effective tactic to jump on. After all, most readers say sayonara to a blog post after reading about 60% of the article, so even though CTAS were traditionally placed at the bottom of a blog page, nowadays this will do little to no good.
What many people seem to forget is that the colour of your literal button is a massive influence on the effectiveness of a call-to-action.
Think about it, colour is a massive aspect of our world, and contribute to how people understand things in the world. Take something as simple as driving and stoplights. Certain colours are often associated with certain meanings.
Green often means go but also can be associated with nature and growth. Red often means stop, which in a psychological sense could cause people to not click. Blue is often said to create a feeling of trust, and yellow just screams happiness and positivity.
Of course, colour connotations also mean very different things based on the region of the world you are in.
When designing your page and your CTA, really think about colour. If you choose to create a red call to action button, it is not exactly signifying “go”. However, for a company like Netflix, it somehow still works thanks to their branding colours.
So, what colours do convert best?
According to Unbounce, orange is the way to go – it symbolises enthusiasm and a get ‘er done sort of outlook, sure to encourage people to want to take your action. Split test after split test showed that orange is almost always the most effective choice.
Create some FOMO
Let’s be honest, we all get FOMO sometimes (fear of missing out). And we all hate it.
Creating a sense of urgency in your CTA can really give visitors that extra incentive they need to take an action, knowing the clock is ticking and they might not have this chance ever again.
For example, your copy could say there are only a few hours left to get this offer, or that they are just ONE click away from signing up – anything to make people feel like they should act quickly. Creating those limited time offers really create FOMO and create a more effective CTA.
Once again, QuickSprout does it again with another great example of an effective call-to-action. When I went to check out his page for his online webinar, I saw this:
Simple, easy and straightforward. But then, I went to leave the page and was given this:
In the drop-down box were two different session times, with one starting in 15 minutes. This made me feel like I really couldn’t miss the opportunity. Reality of it is that if I clicked that any day of the week, I’d always be given the same last minute choices.
But heck, they basically made me feel like I was 15-seconds away from this fantastic opportunity, and that I always almost half the sign-up process, which made something in my brain think “hey, why not?”. Super effective, once again.
So go on, create that FOMO and don’t feel guilty about it.
Focus on the Result
When designing a CTA, we recommend focusing on the result that the visitor will receive, and less on what they have to actually do. Have a “what’s in it for me?” attitude when writing your button copy.
For example, if you are creating a lead generation form for an eBook on how to hack your competitors SEO, rather than simply saying “download eBook”, where people will start thinking about all the details they are about to enter, try “teach me how to hack my competitors SEO”. This will encourage people to get excited about everything they can learn by getting your eBook.
Remember, people don’t love giving away all of their information without knowing exactly what product they are getting. If you are offering a service, try going for “Give your-business-name-here a try” and offer one week of free service instead of simply “Join Now”, which might lead people to shy away.
Write in the First Person
Writing in first person can help your visitor visualise the action they are about to take. It also makes things a bit more personal.
So rather than saying “Download Guide”, opt for “Download my guide now”. This little trick seems small but is incredibly effective.
Opt for using “you” in your page copy, when explaining the offer your visitor is about to receive, and then use “me” or “my” on the button to help them complete that conversion.
Subtle, but it works.
So while yes, just about anyone can make a simple button, there’s actually a lot of thought that needs to go into a CTA button if you want it to be an effective one.
Using smart call-to-action techniques is such an easy way to help turn your visitors into customers, making all of the above tactics truly worth thinking carefully about when designing your webpages.
We hope that these little tricks have helped you think through the designing process a little bit more, and can help you increase those numbers significantly. Go fourth and conquer those CTAs!