A web page contains many elements but the most important element that needs to be focused on is the call-to-action (CTA). Collecting high traffic is of no use if the users do not engage with the site and CTA helps your users to be converted as customers hence below are a few tips to improve your CTA so that your conversions improve;
1. Avoid Using a Generic Message:
Do not use a generic message for the call-to-action like ‘Submit’, ‘Download’ or ‘Sign-up’. Instead, use a message that would evoke emotions and thoughts like ‘I want to increase my profit’, this would directly talk about solving customer problems and the chances of engagement improves.
2. Create a Sense of Urgency:
When your call-to-action creates a sense of urgency, people will have less time to think and get confused rather they will make quick and easy decisions, improving your engagement rate. Expiring offers are the best way to create such a sense of urgency so that users do not leave the page without enrolling for it as they fear they will miss the offer if they do so.
3. Address the First Person:
The text added to the call-to-action button should address the first person rather than the second. For e.g. instead of using ‘Increase your website traffic’ use ‘I want to increase my website traffic’. This will create direct emotions in your audience, and they would want to act upon it.
4. Highlight It:
Your landing page may have other elements and links as well, but you will have to design the page such that the call-to-action button gets the maximum priority. It should be clearly visible amongst the various elements. Here we are talking about the visibility of the button as it is the most important element on the page. It should be designed such that it is easy to locate anywhere on the page.
5. Optimize Length:
Long phrases get boring and users do not really read through all, keeping it shorter than 5-7 words would make sure that you are speaking to the point which will be easier for users to understand. But that does not mean, to keep it short, you skip on important information which may attract the users more. Optimize the length to be able to convey the message without unnecessarily adding too many words.
6. Optimize Size:
The size of the call-to-action should be based upon the size of the entire landing page. You can use a similar or larger size for it to highlight it but do not go overboard to damage the site aesthetics. It should be clearly legible and visible to the users. It also should optimize based on the screen size of various devices.
7. Use Contrasting Colors:
The best design concept you can use to create a page is to use monotonous colors for the entire page elements and a popping color for the call-to-action so that it instantaneously stands out from the other elements on the page. Use bold colors to highlight the call-to-action and do not hesitate to think out of the box to make it visible as this will increase the engagement rate.
8. Position it Above the Fold:
The call-to-action should always be placed above the fold for the users to access it without scrolling down. You do not want your users to search for it on the page or else they may miss it hence place it right where they can see it.
9. The Display Quantity:
Now, let us discuss how many times should you add the call-to-action on a page? If the page size is long, it is of no harm to add it in multiple locations such as the top bar, sidebar, and footer so that it imprints on the users’ minds. This will improve the engagement rate but you also should not be overused as it may annoy your users.
10. Choose the Right Format:
Call-to-action can be a button or a link but frankly just do not even consider using a link, stick to using buttons as they will drive a higher conversion rate. Buttons look more responsive and can easily be differentiated from the other elements, the button colors also seem more striking to the users to pay attention to.
In Conclusion: Keep Testing to Find the Best Fit
Most website designers never succeed to create a successful call-to-action for the very first time as every site has different requirements. The best idea is to keep testing by using different options and keeping an eye on the website analytics using a comprehensive tool to figure out what works best for the site. Once you are aware of the tactics that fit your site, your Conversion Rate Optimization (CRO) will really yield results.