A Call-to-Action (CTA) is a vital part of any business website and digital campaign. CTAs are the buttons or links that push traffic to where you want it to go. They drive sales, are important indicators showing how effective your campaigns are, and they are crucial in moving prospects further into the sales process.
Therefore, you should care how clickable your CTAs are, and take the time to test different messages and words to determine what phrases connect to your customers. In this article, we will discuss how to determine how clickable your Call-to-Action buttons are, and we’ll give you some examples of CTAs you could use.
How to build & test your CTAs
When done right, your Call-to-Action button can act as a visual attention-grabber that, when paired with a compelling message and offer, drive people to action. But even creating the CTA can seriously impact your click-through and conversion rate. So here are a few hints on how to test (and build) your CTAs.
Use active language
This might take you back to your high school English class, but active language motivates people much more than passive phrasing. Remind people why they want to take action to encourage clicks as well.
For example, when A/B tested, the phrase “Create My Account & Get Started” converted better than just “Create My Account.” And “Download to Save Time” converted more than just “Download.”
Show the benefit
It follows, then, that providing information about the benefit of clicking also helps. This doesn’t have to be within the button itself, but you can provide information within the same landing page or area your button shows up.
Test button design
The button itself has proven to matter for conversions, so always test certain variables to see what works best for you. Here are our favorites to test:
- Color – consider contrasting colors that don’t blend into the background
- Position – test placing the button above the fold, or below all the content needed to explain the offer
- Size – Don’t get too crazy, but remember the button should be large enough to be easily seen among the other elements on your page
- Special Effects – Consider graphic enhancements such as rounded corners, drop shadows, or a different hover color
- White Space – Remember to keep white space around your button, and play with how much so that the eye is quickly drawn to and can stay focused on the CTA
It’s all in the language
So now we come to arguably the most obvious, and most difficult aspect to test in a CTA – the language itself. An ad adage to remember as you think about CTA copy is: people buy with emotion, but follow with logic.
You might have heard that CTAs must convey an urgency to attract impulse clickers, and that CTA should clearly communicate what will happen once you click the button. This is not an area for cleverness or subtlety.
For example, you might be surprised at the lower conversion rates for “Buy Now” buttons, but when you consider that some users might believe their credit card will be automatically charged if they click it… that’s why you see more “Add to Cart” or “Download Now”
Of course, the text does need to match what type of business you are, and what you are trying to get the visitor to do. But if you’re looking for help, Demandforce has done the heavy lifting for you. Our custom email campaigns use optimized language that is proven to drive click-throughs and engagement with your customers.
- Once you pick a button, keep it consistent on your page. Carry the format and even language through so that your visitors know and familiarize themselves with your buttons.
- Keep the opportunity. Sometimes soft CTAs work better than hard sells. Language such as “View offers”, “Learn more”, “Shop all” can keep people interested and clicking more than immediate sells, like “Buy now” or “Sign Up.”
Test, test, test!
The best advice we can give you to improve your CTA is to research, test, and tweak! Work with your designers and website guru and A/B test your CTAs on your site and on landing pages. Run user tests to figure out what colors and layout resonate the most with specific demographics. Check in on your analytics and remember – don’t test or change everything at once, or you won’t be able to tell what aspect affected your conversion or click-through rate.