Transform Browsers into Customers
5 Ways to Improve Your Calls to Action
Your goal in having a website is not to simply entertain or inform people about your products. Your ultimate goal is to persuade others to buy your products, services, or brand. Although this seems straightforward, many websites fail to convert leads because they lack in one thing: strong calls to action.
A good call to action (CTA) will engage users. It will tell them what to do with the information you’ve presented to them. Whether you want customers to click a button, fill out a form, join a subscription, contact your firm, download a sample, or try a free trial, it’s important to ask users to participate.
If a phone rings, you can choose to answer it. Likewise, if your site has a call to action, a user can answer that too. But how do you answer a phone that never rings? You don’t. That’s why it’s important to always present your users with the option to respond.
Here are 5 ways to spice up your CTAs:
1. Pay Attention to Size & Color.
Size and color can direct or misdirect your visitors’ focus. Let’s take a look at how one corporate giant approaches size and color in its CTA:
Here, we see an immediate call to action in the form of a red button. Notice how it’s larger than the actual company logo. The color and size of the button makes it very clear what Netflix wants its users to do: Join free for a month.
Let’s take a look at another corporate tycoon.
Did your eye dart to the white square with the dark purple text and then to that fluorescent pink button? That’s not by accident. Note that the neon pink button is actually larger than the company logo on the top left of the navigation menu. Its size and color really highlight Lyft’s call for new drivers.
2. Be Clear.
Don’t muddle your message. Keep it simple. If you make your CTA too complex, you may lose your readers. Use strong, commanding verbs (like click, subscribe, follow, call, or join) to help drive home what you really want the reader to do.
Likewise, don’t visually crowd your main message. That confuses your reader about what is actually important. Notice how Netflix used no more than 15 words on its entire front page banner. They did not add a bunch of side messages, scrolling text or images, distracting music, or flashing buttons. The simplicity of their page focuses readers on their CTA to join free for a month.
Another way to improve the clarity of your site is to feature your contact information in the footer of your site. Nothing is more frustrating than having to hunt for a local company’s phone number, address, or business hours.
3. Think About Page Placement.
Typically, the best positions for an effective CTA are at the top of the page and at the bottom of the page. We’ve seen several CTAs in the header of major corporate sites. Now, let’s take a look at one with CTAs in the footer:
HBO is loaded with calls to action. The footer alone offers users three different ways to start watching HBO and six different ways to follow the company on social media. Since the footer appears on every page, this is a smart conclusion to the flow of the page. Notice again how many of the CTAs appear in yellow, setting it apart from the regular text and background.
4. Tell Readers the Benefits.
Why should readers click your button? With Lyft’s example, the benefit is clear: “Turn Miles into Money.” You can earn money if you sign up.
Here’s another site that offers clear financial benefits with their CTA:
CVS tells the reader how to save money on its products. It shows why clicking the “View Weekly Ad” button is valuable to the user. Explaining to readers what is valuable about your service lets them know why they should choose your service.
5. Add a Sense of Urgency.
Whenever your message prompts a sense of urgency, the user feels more motivation to take respond to your call. You can create a sense of urgency in several ways. Set a deadline: (This offer expires Friday). Use time-sensitive language: (This is a limited-time offer). Show consumer demand (This offer is valid while supplies last). Finally, keep your text short, clear, and to-the-point so as to reinforce the urgency of the message.
Although the layout is a somewhat busy, this Reader’s Digest page creates an extreme sense of urgency. In the margin on the right, you literally have a giant clock counting down with the words “Time’s Running Out” beneath it. The bright orange button in the middle of the page also includes a time-sensitive word (Subscribe Now!). Visitors to this site are meant to feel that their choice to subscribe is a pressing matter.
Want Help Making Stronger CTAs?
Call GoWeb1 at 217-241-8554 or contact us online today!