10 methods to boost the conversion rate of your Call to actions
Call to Action improvement – 10 methods to boost the conversion rate of your Call to actions:
The definition of a call to action, according to Wikipedia, is:
“an instruction to provoke an immediate response, usually using an imperative verb such as “call now”, “find out more” or “visit a store today”!”
Call to actions can range from basic much more complicated…it’s contextual and depends on what you’re trying to get the user to do.
After all, that’s the ultimate goal. To be able to convince your site user in doing what you want them to do.
Two main elements –
Copy (text) and design are the two main elements that make up a good call to action. They are considered to be inextricably linked, meaning they work hand in hand!
In this article, I’m going to give you 5 ways you can improve both the Copy and Design of your CTAs:
Copy:
This simply refers to the text on the Call To Action…
1) Don’t make CTAs too long or too short:
Too long? People will lose interest.
Too short? It’s going to be difficult to convert.
2) Personalise them:
People like attention and personalized calls to actions have been proven time and time again to increase conversion rate.
FACT: Personalized Calls-to-Action Convert 42% Better (Hubspot)
3) Create curiosity:
Ever heard of the phrase “leave them wanting more”? If you appeal to your audience’s curiosity, then you will see you click through rate skyrocket!
Please take the example above – It struck my curiosity as I didn’t know what offers I would unlock but promised me early access! My email was given within 10 seconds of reading this…
4) Don’t overwhelm:
Why have Apple done so well in dominating the phone market? Because they’ve kept it simple! Time and time again I’ve seen people try to cram in every bit of information they can, only to find people aren’t following their CTA.
FACT: Reducing clutter around their CTA increased Open Mile’s conversion rate by 232%. (VWO)
5) Show the value through the text:
It’s good to quantify the value of what you’re offering. For example, say you have a product/service you’re selling for £1000, and you’re giving 10% off what sounds better; 10% off or £100 off?
I think you get the point…
Design:
This simply refers to the look of the CTA…
1) Positioning is key:
Contentverve tested the positioning contact form on a landing page and found that it received 304% more conversions when it was moved to the bottom!
2) Create visual aids to help your CTA perform:
One common visual which can help aid your CTAs is putting an arrow towards the action you want people to take.
FACT: Helzberg Diamonds saw a 26% increase in clicks by adding an arrow icon to their CTA buttons. (Marketing Tech Blog).
3) Squint Test:
Does your CTA pass the squint test? If you and a few others can spot your main call to action whilst squinting, it means that it’s likely your readers will notice your call to action too!
4) Button CTA:
A standard CTA is usually a button. It’s simple to see why, it makes it easy to capture attention
FACT: Making CTAs look like buttons created a 45% boost in clicks for CreateDebate (Copyblogger).
5) Contrasting colours:
You may think, a trivial thing like colour can’t really make a difference, can it? You’d be surprised! Here are two facts which display the power of colour:
FACT: SAP found that orange CTAs increased their conversion rate by over 32.5%. (QuickSprout)
FACT: Performable found that red CTAs boosted their conversion rate by exactly 21%. (QuickSprout)
