A call to action button is crucial to ensuring that an action is executed on your website which could be purchasing a product or signing up to a mailing list of an email sent out.
An excellent call to action button connects with the psychology of individuals increases the chances of that visitor in taking an action on your website.
DESIGNING A KILLER CALL TO ACTION BUTTON THAT DRIVES CONVERSION
1. ACTIONABLE TEXTS FOR LEAD GENERATION
Texts that drive an action should be used when creating a call to action button. It should be a striking text that is action-oriented.
Don’t just use the regular call to action buttons such as Enter or Submit. Your CTA button should begin with an action verb such as Open My Account or Get my Free Quote. This is very important because a small change to the text used in your Call to Action button can increase the rate of conversions on your website.
2. EASILY IDENTIFIABLE COLORS
The CTA button should be a colored button which is not a neutral color such as white or black or grey. The Call to Action Button should have a color that stands out, hence consideration has to be carefully given to the choice of color to be used for a Call to Action Button.
Blue and Orange buttons are generally found to be the most effective colors in choosing the color for a Call to Action button, however, it is of most importance to choose a color the will make the CTA button stand out from the rest of the page.
3. BUTTON SIZE
The size of a CTA button is very important in driving conversions. Always make use of the standard size that makes sense, hence the button should not be too big or too small.
The main aim is because you want visitors to your page to easily recognize the button, however, using buttons that are too big can have a negative impact on your results. This is because it can have a negative effect on the layout of your page making it look messy. On the other hand, if you make your button small visitors may overlook the CTA.
Hence a balanced has to be found to the size of a Call to Action button as in relation to the balance in the design of your page.
4. SHAPE OF BUTTON
The rectangular and the rounded shapes work best for Call to Action buttons.
However, no one can actually tell what shape exactly will work best for a website as both shapes perform well in different settings. The decision is left to you on whether you want to use the rounded or rectangular shape on your website. It is your responsibility to check which works best for you and work with it.
5. MAKE USE OF DIRECTIONAL CUES
The attention of a visitor is driven by cues that are directional in CTA buttons. They give both an arrow that leads to the Call to Action button further determining an eye direction on a page.
After driving traffic to your website your visitors need to be guided on what actions to take on the page with the use of clues. Make use of the right actionable texts as stated in previous points to give directional cues to users driving them to convert.
6. USE FIRST PERSON IN COMMUNICATION
A study by Michael Aagaard showed that changing the text of a button from second person to first person increased Click-Through-Rates by 90%. For example, a statement like “Start your free 30-day trial” which is in second person being changed to “Start my 30-day free trial” which is in first person.
Using words like “my”, “me” and “mine” gives a feeling to visitors that they are being addressed directly. Personalization is of great importance in driving results when using Call to Action buttons because you are targeting real human beings and if they are not addressed directly they won’t take the desired action.
7. ADD ADDITIONAL INFORMATION BELOW BUTTON
Visitors sometimes get anxious when using a platform, hence every bit of information either on the button or around the button should aim at reducing the anxiety of the user. All information may not fit into the button because of the button size but when it fits it works perfectly well.
For example, trials Call to Action buttons such as ‘Start your free 30-day trial’ and a smaller text which says ‘no credit card required’ just below the button reduces anxiety hence makes it easier for a visitor to Click-through.
8. CTA BUTTONS SHOULD CREATE URGENCY
You call to action buttons should aim at making your visitors take actions immediately. Messages have to be conveyed simply stating that your audience could miss an opportunity if they do not click on the CTA button. Some words such as now or immediately can be used as a CTA to create urgency in driving visitors to take actions.
9. CTA BUTTONS SHOULD BE FRAMED IN A WHITE BOX
A CTA button needs to be detached from other aspects of the page, hence a white box that frames the CTA button is a good way to detach the button making it stand out.
A CTA can be lost among the clutter of a page if it is page contents are cluttered around the CTA button which could reduce the chances of an action.
The above points give a great way to design your Call to Actions button, but split testing is still vital to discover the perfect Call to Action button for your platform. A CTA button should be easily understandable for users with messages that are simple and compelling enough to convince a visitor to click.
Driving quality conversions on a webpage goes beyond just your CTA button. It requires a combination of different techniques you can get from trainings and constant practice. Wild Fusion Digital Centre offers digital marketing training in Lagos for business owners and individuals looking to grow their business, build or improve on their skills.
Nigeria
