Want to Create the Best Possible Calls-to-Action? Then Keep in Mind the Following Tips
Learn what makes calls-to-action effective so that you can convert more users and generate more leads via your website successfully.
We have already discussed different ways you can make your web forms user-friendly. However, in order to get to the web form, your prospects need to notice and click on the call-to-action button first. In that respect, CTAs can seriously affect your business online. Essentially, you need something engaging enough that will successfully entice the visitors and make them take the action you want. There are various kinds of CTAs, and different ways to create the best possible calls-to-action as well. While you shouldn’t overuse them, you don’t have to limit your business website to just one either.
For instance, you can have calls-to-actions that help you generate more leads. These generally invite the users to take action in order to get some kind of a freebie in exchange for their email address. On the other hand, you have your straightforward CTAs that invite the users to convert, be it to make a purchase or become a client by using your services.
So, why are CTAs that important? Well, to put it simply, without clicking on your CTA, the users probably won’t get close to the possibility of converting, or at least becoming warm leads. You need the CTA button to direct the users to your offers and USPs (unique selling points). Not to mention that analyzing your calls-to-action as well as the users that click on them (on CTAs on web pages, landing pages, ads, etc.) you’re given an opportunity to measure the success of your CTA campaigns and further adjust them to meet the demographic demands.
Things to pay attention to in order to create the best possible calls-to-action!
Your CTAs have to be straightforward
Just like you want to make the navigation menu of your business website as easy to understand as possible, the same goes for your calls-to-action as well. You want to avoid confusion and misunderstanding at all cost. If a visitor has to think about the meaning behind your CTA, the CTA in question is already ineffective. People want to feel safe and they don’t want to waste time when they’re online. In that respect, you have to provide clear info that’s straight to the point. There really isn’t a limit to the number of letters/words you can use for your CTAs, but you should still make sure that the action word(s) you choose are appropriate and effective for your particular business in the sense that they entice the users while being completely transparent and straightforward.
Your CTAs have to stand out
If you want to attract the users’ attention with CTAs you have to make sure that they are striking. Essentially, great CTAs are not in the same/similar color to the rest of your web page. It’s perfectly fine to pick a complementary color, but it still should be very bright and bold compared to the rest of the colors used in the design of your website. There’s no rule that can tell you what color you should choose for your own business website. It would be best to proceed with A.B testing in order to find the perfect shade specifically for your business. However, just like you don’t want pastel and gentle hues that get lost in the design, you don’t want overly neon shades that — even though striking — can clash with the whole palette and cause an eye strain. Think more in terms of bright and bold jewel tones.
Your CTAs are A/B tested
As mentioned, in order to find the perfect color for your CTAs you should utilize A/B testing to the fullest. However, this form of testing is useful in many ways. These tests are an integral part of every marketing campaign. And, essentially, CTAs are also a form of marketing. In that respect, just like you would test different headlines, emails/newsletters, PPC campaigns, social media posts, etc. you should do the same with your CTAs. Aside from color, CTAs can be tested on the choice of wording and button size as well as the position on the website/landing page. These nuances may seem insignificant to you at first, but they can make or break a sale. This is why you should test away all the options that make a part of your online marketing strategy.
Your CTAs have clear user benefits
We have already touched on this when talking about the importance of a straightforward CTA. With that in mind, you should come up with action phrases that actually explain how the users can benefit from clicking on the CTA. In that respect, avoid those overly general action words/phrases such as click here, download, etc. Instead, make sure that the users understand why they’re clicking and what they can expect from taking that action. For instance, you can say learn more by downloading or get the [specific] benefits by checking out [this] and similar. This will resonate with the users a lot better than something overly abstract and uncertain.
Your CTAs are properly positioned and of the right size
The size and position are of extreme importance if you want to create the best possible calls-to-action. You may overlook this step, but in reality, if you position your CTA somewhere the users won’t think to look, it won’t be nearly as effective as it would be somewhere that makes perfect sense. For instance, add “explanation and guide” type CTAs after the content that features the main issues and or troubles with learning something. In case you want the users to take a “converting” type action, these CTAs are best located at the bottom of the content. CTA Size matters a lot as well. The CTAs shouldn’t be too big so that they get mixed with banners and ignored. On the other hand, they shouldn’t be too small to find and notice either. The latter is especially important when it comes to smartphone users.
