7-point checklist for effective Call to Actions
Posted by Emma Rudeck on Wed, Jun 13, 2012
Effective call to actions (CTA) are clear and strong. It points your customer to the next step, so they know precisely the direction they need to take. A CTA will stop your customers from getting lost in your website and ensure they find their way to the your landing pages.
So, knowing how important CTAs are as part of any lead conversion strategy, how can you make sure they are effective? We've compiled a 7 point checklist to help you make the best possible CTAs.
#1 Use a dedicated button
Rather than just a link in text, make your CTA really clear and obvious. Have a dedicated, clickable CTA button or icon. This will give it more presence on the webpage and mean visitors to your website are more likely to notice it.
#2 The best call to action is compelling
Use verbs and make it snappy. The wording of your CTA should inform your visitors precisely what it is you would like them to do next, such as 'Start your free trial' and 'Download Twitter for Business Guide'. Your visitors are much more likely to click through when they know what is on offer for them.
#3 Make it specific
Importantly, each call-to-action should be tailored for a specific use. Generic CTAs, such as ‘Contact us’ or ‘Download now’, are not as effective, because they don’t provide a sense of urgency or a clear idea of what is on offer for your visitors. Making your CTA precise will make them more interesting to your visitors, which will improve your conversion.
#4 Keep descriptions to a minimum
Excessive text in a CTA will only help you lose your visitor’s interest. While a wordier CTA might seem to explain your offer in more detail, it will actually decrease the focus and intensity of your CTA and impact on its effectiveness.
#5 Colour counts in a CTA
Your CTA needs to stand out on from the page. Use a bold colour that commands attention. Try experimenting with colours that contrast the main colour pallet of your website because this will make it more obvious on the page.
#6 CTA positioning is important
The position of a CTA on the page will have an impact on how many people see you it. If your CTA is tucked at the bottom of a webpage, below the fold and under reams of text, then the chances of having a high click through rate are going to reduce. Place it in a prominent position and it is much more likely to get noticed.
#7 Test your buttons
It’s not enough just to design your CTA button, complete with compelling and specific text, you have to continually test each CTA. Make subtle changes, such as modifying the text colour or the position on the stage and analyse the impact this has on conversion rates. By doing this, you’ll continually make your CTAs more effective.
Already got effective Call to Actions? Then take a look at out free guide to landing page optimisation to ensure you have the best possible conversion.
[image credit: blog.dropshipaccess.com]