Why your call to action important and how to optimize yours
If you have a site, you have call to actions. But it’s not as simple as just placing a “Buy Now” button on your site. No, no, no. It’s a door that has to be strategically planned. The perfect amount of contrast, the placement, the size, the color, and the text make it a science and an art.
“Our jobs as marketers are to understand how the customer wants to buy and help them do so.”
I like to think CTA’s are what feed your business. Conversions, profit, relationships; your business needs these things to survive. So that CTA you have there is important because it's the interaction with your visitor. Whether your site is informational or an e-commerce site, there is always a journey you want your visitors to take and your call to action is the path that leads them there. So it has to be more than just simple action text, color psychology, and urgency.
What's stopping your visitor from just ignoring and moving past it? I mean, how many times do you ex out a pop-up call to action when you're trying to read a page you've visited?
Some marketers argue that in reference to the CTA, the visitor already has their mind made up before seeing that button. I get that, I do. Sometimes when you're on a page for a reason, those CTA's seem pesky. You know? So this is that big issue. How do we break through to those who already don't want to click?
There's a reason this CTA is targeting this specific visitor, there has to be some kind of interest. I'd take that and ride with it. Maybe the visitor is interested in learning a bit on social media marketing and the CTA is to subscribe to the company's email list. If the content is good, I don't see a reason why they wouldn't take that action.
So how do you optimize your CTA?
Check the placement
It’s a common place for the CTA above the fold, up top. Ever hear of the marketing concept, AIDA (attention, interest, desire, action)? Basically, when there is a lot of content to digest, it makes sense to have the CTA on the bottom. It focuses on the theory that the button's success depends on if it’s placement is under the correct amount of content.
This method is ideal for the visitors who are uncertain of your product or service and need a bit of convincing. I think a prime example would be any page requesting a donation. Asking the visitor to commit to your CTA before they really understand your brand or what they get could be perceived as pushy.
Check your landing page
We don’t want to go to a landing page and have to work for the info we were promised. Vague or congested landing pages usually don’t make CTA’s successful at all. This is why the design of your site matters so much.
Check your language
There seems to be two important pieces to a CTA. A leading verb and a specific result. “Build your custom website” or “Increase your conversion rates.” These are clear and the visitor will know exactly what they’ll get from clicking.
Test, test, test
We use A/B Variation tests to break down the most successful elements of your call to action. After creating a couple of different CTA variants, we analyze metrics like click-through rates to measure the success each one has.