Your call to action (CTA) can make your website (it won’t break it, but if they aren’t awesome, they won’t inspire the action you want your audience to take).
So how do you design a CTA that will increase conversions?
Well, firstly, what are conversions and why do they need increasing?
How do you increase conversions
Conversions happen when the visitors to your website take the desired action that you want them to take.
You want to be measuring conversions as they will provide you with the data that tells you if you’re meeting your website or business goals.
Conversions can include:
- Clicking on a link
- Purchasing an item/making a sale
- Signing up to your newsletter
- Filling out a form
So how do you increase conversions?
Well, that is the million-dollar question. Getting traffic to your website is one thing, but if they don’t convert when they’re there, well, what’s the point in wasting time and money enticing them over to you?
What are call to actions
Call to actions or CTAs is a phrase that is routinely tossed around the marketing world. But there is nothing routine or casual about getting people to do what you want or need them to do. If you want people to heed your call to action, you need to be persuasive.
Your call to action is the sentence or the button you craft or create that is so appealing, so strong in its request, your audience has no choice but to acquiesce to it and close the deal.
Your CTA doesn’t need to be complicated, in fact it just needs to be two things:
- Simple to follow
Remember, your audience aren’t you. They don’t know your business like you do, they don’t know what you need or want them to do. You have to tell them, but more importantly, you have to tell them why you want them to do what you need or want them to do. I.e. ‘Save 30% today by clicking here’, or ‘sign up for our newsletter and get a free gift’, or ‘click here to see what people who also viewed this page went onto purchase’. You get the idea.
Your CTA can be a sentence long (if it’s a button), but it doesn’t have to be. However, for maximum impact, it does want to be concise to prevent your audience from getting distracted or bored and moving away.
How do you design call to actions that increase conversions
So, now that you know what conversions you want to achieve and why your CTAs need to be on point, how can you design CTAs to increase your conversions?
There are a few tried and tested proven strategies that work:
- Ask visitors for as little of their time as possible. By which we mean, in an email opt-in form, just capture the pertinent information such as their name and email.
- Use captivating language. Encourage your visitors to take action by using language that promotes what you want them to do i.e. ‘grab your discount now’, ‘reserve your seat’, etc.
- Tell visitors how your product will solve their problem. No one cares what amazing features your product has, or how many people use it. They only want to know how your product will solve their specific problem.
- Keep all conversions above the fold. Don’t tuck anything you want your audience to see below the fold, i.e. the section of your page that users have to scroll down to reach. Place all CTAs in plain, easy reach.
- Social proof. We are all sheep at the end of the day, which is why social proofing is a tried and tested method. The more you can reduce the supposed risk for people that you’re out to con them, the more conversions you should see. Show people how many others have taken advantage of your special offer. And/or include real customer reviews.
- Add CTAs into every piece of content you produce. If you’re going to spend time and money creating content, make sure it converts for you. Add CTAs into every page you have on your site, where relevant. Whether that’s encouraging readers to sign up to your newsletter to receive more of the awesome words you’re creating or clicking a button to see what other recommended related products you have.
- Show them what they might be missing. Nothing spurs action quite like the fear of missing out. FOMO. It’s a real thing. Use your stock numbers to encourage visitors to take whatever limited remains you have left, i.e. ‘only 3 left in stock, get yours because when it’s gone, it’s gone!’.
- Make it as risk-free as possible. For example, tell visitors they can opt-out (of your newsletter) whenever they want, or they can return any product without quibble, or better yet, do as the mattress providers have done and encourage users to try your product for X days (or nights) and if they don’t love it, they get their money back’.
Finally, make things as easy for your visitors to convert as possible.
And nothing is as apparent that you want the user to click it, then by enclosing your CTA in a button. A link works OK, but a button wants to be pushed.