It’s important to have visitors to your site, but it’s even more important to have conversions. There are a variety of web design agencies that specialize in web design and understand the importance of calls to action (CTA’s), including location of CTA, color, and text as they all play in a roll to increasing conversions.
Having website visitors’ click on your call to action (CTA) button is an important aspect of having a website and makes it one of the most important elements on your site. Not only can CTA buttons represent a sale, a download, a free trial or a sign up for a newsletter, they should immediately follow your offer.
This means that once the visitor clicks the CTA, make the page you direct them to what you are offering. You present a problem, suggest a way to solve the problem, and then present your readers with an effective CTA button that solves their problem immediately.
The text is important if you want visitors to take action. Instead of a passive “Free Trial” CTA button; try “Try It Free Today”. Straight forward text that tells visitors exactly what you want them to do; this creates a sense of urgency and will increase the click through rate. If you are having trouble making your CTA text actionable, always start with a verb and you can’t go wrong.
Oversize CTA buttons attract attention, especially when they are set apart from content by negative space. Call to action buttons should always be the largest clickable buttons on your website without overwhelming the page. Buttons are ideal for adding icons that reinforce the action, such as a download icon on a “Download Now” button. Conversions will increase if you use clearly identifiable symbols that won’t confuse readers.
Characteristics of a Good Call-to-Action
CTA buttons don’t have to be bright orange but they should be a color that is not widely used on your website so it’s able to appear easily to a visitor. By applying this characteristic, the CTA button will clearly stand out from all of the other elements of the page.
If you need more than one call to action button on a page, such as “sign up today” and “learn more” buttons, make the most important button somewhat larger. For example, having a new customer join is more important, and profitable, than having an existing customer log in so any CTA button that is geared toward brand new customers should be the more important button. Avoid having more than two or three CTA buttons on any one page, this will distract the visitor and possibly over look your main objective of your CTA’s.
Every page of your website should have a call to action button. It does not have to be the same CTA button if you have multiple offers but you should never leave your readers at a dead end. Making a few simple changes will increase your conversion rates; increase your profits and help your readers to make a decision easily.
Test Your Work
If you are concerned with your CTA’s, create different versions; this may include involving different colors, text and the placement on your site. Over time you’ll be able to gather information and determine which CTA’s are best and ultimately generate more conversions. Here is a great article about determining which CTA is performing and why.
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