Turn Call to Actions to Conversion Rates
Updated December 16, 2019
Like any good business, you likely spend a lot of your time looking into your conversation rates. What you may not have known is that the perfect call to action can boost conversation rates, and this guide is going to show you how to do just that.
What is a Call to Action?
A call to action is what should appear at the bottom of every piece of content you ever publish. This is what you want the customer to do after reading that piece of content. It’s designed as a natural funnel that leads the person to the next stage of the process, which should hopefully result in a purchase.
It doesn’t always have to be as blatantly promotional as ‘Buy X now!’, although it can. Sometimes it can link to another page or article where the person can find out more about a certain topic.
Without a call to action, the process stops here and your customer has no idea where to go next. The chances are they will simply click away from the page and move onto the next thing trying to attract their attention.
Your call to action will take your target on a path that will lead them to make a purchase. In this case, conversion rates apply to whatever your call to action is asking a customer to do.
Your call to action button is a big part of getting people to click. Your button may come in the form of an entire ad or it may be a simple hyperlink. The main part of the button you have to consider is the color of it. This can be a make or break.
Choosing the Right Color
The right color is one that isn’t subtle. Subtle tones like black, white, and grey are never a good idea. They don’t drag the eye to any specific point on the page. A call to action button should form a natural focal point.
It also doesn’t have to clash with other elements on the page. Too much of a clash can make your website ugly and unattractive. It’s a fine balance you have to strike. Play around with different colors on your website and see what happens to stand out best.
One Call to Action
It goes without saying that your webpage must have a single goal. Countless studies have shown that you can’t get away with multiple calls to action. You don’t want to run the risk of confusing your readers. Make one goal per web page or piece of content.
Place one central call to action and resist trying to sneak in anything else.
Location and Style
The location of your call to action and the style of the call to action will heavily influence whether it’s successful or not.
The location of your call to action should be central. It should be a focal point and should be directly in front of the reader. Never place it in some random corner of the page. Bear in mind that users read horizontally before they go vertically, so a header or side panel is an ideal place for a link or some sort of call to action.
Nevertheless, you have to test out what works. It largely depends on the format of your site and your target audience.
You should always speak to your readers as if you are addressing each of them personally. This means sticking to the second person will always give you more success than a robotic, corporate tone. People are programmed to avoid anything that looks like an advertisement, so try to keep things as personal as possible.
Remember the Action
Any button you create should be based around performing an action. Remove any uncertainty and form it as a command. Tell them to ‘Click Here’ or ‘Navigate’ to a page to find out more. You can even play around with the urgency. Make your offer seem like it has a time limit for even better results.
At all times. your call to action should be positive. The reader should believe that clicking on a specific button will change their lives for the better. Then you can move to the matter of crafting the perfect landing page. Ultimately, your button should deliver users to a page that fulfills the promises made in the original piece of copy.
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Test, Test, and Test
This guide should get you started, but what it won’t do is lead to a guaranteed increase in conversion rates. You have to test everything to make sure it works. This requires you to perform A/B split testing and to monitor your results over an extended period of time.
It does take time and it does take effort, but as long as you keep testing you will continue to get superior results.