Perfecting Your Call to Action
The generic “click here” will therefore be replaced by more updated, more personalized and more enticing call to action statements and the only way you can do this is to build customer experience and anticipation so that by the time your customers arrive in your CTA, they will be more than willing to purchase from you.
Guiding your users as they check out your products is crucial. You will be leading them as they pass through the conversion funnel. By carefully considering this you can maintain your customer’s interest and increase the possibility that he will be enticed to buy.
1. Begin by using an action word to energize your audience.
2. Always be specific so your customers will easily get what you mean. So instead of saying “start now,” you may use “start using product X”
4. Stress about how simple and easy to use your product is so that buyers will realize the advantage of using your product from others.
5. Speak on a personal level; use the words “you” and “me” in your call to action statements.
6. Simplicity counts; buyers will be able to make a decision faster if you present your CTA in a concise and simple manner.
7. Tell your customers what to expect. If your product is free for a given amount of days or weeks only then tell your customer this. Buyers will be more confident in purchasing your product if they know what is bound to happen.
Effective CTAs will increase your revenue, improve your sales and get you closer to your goals. An effective and quality CTA uses the following practices:
1. One CTA per landing page
Stop confusing your users; use only one CTA per landing page. If you must repeat the CTA in one page, you must be sure that each has the same conversion goal as the others.
2. Your call to action should be prominently seen on your landing page
The less copy the more likely your users will be reading your pages. The CTA message should be placed in a bug button that stands out from all elements in the page.
3. Font size and color of your CTA matters
Your users may not have enough time to check your site completely but you can make it easier for them by highlighting your CTA. Use large and bold fonts, use colors that are completely different from the one you use on your site to make your call to action really obvious.
4. Where to place your CTA
One thing that users hate to do is to keep scrolling down just to look for the price or the value of the product. Don’t make your users do this but instead place your CTA towards the top of the page or high up on your landing pages if possible.
Below is a great example of a landing page from Usertesting.com
Nowadays it is becoming more and more natural to access the web using a smartphone and therefore you should ensure that your landing pages are accessible from different devices. This is also one of the reasons why your CTA should be located on top of the landing pages since it could be very difficult to scroll down from a very small screen.