CREATE A PERFECT CALL TO ACTION BUTTON
In general terms, call-to-action is simply a button, banner, graphic or website text that directs the end user to make a particular choice.
A call-to-action promotes movement down the sales funnel of marketing, creating the opportunity for more to fully complete the sale. Without a call-to-action in place, the visitor may not have a clear idea of what next steps should be.
The call-to-action represents the tipping point between bounce and conversion. When you ask someone to do something online, they have to go through your call-to-action in order to do it – regardless of whether you’re asking them to download a PDF, fill out a form, buy a product, or even just click through to another page.
In order to turn visitors into leads, customers have to click on the landing page’s CTA button.
FORMULAS FOR CREATING A POWERFUL CTA BUTTON
Visual effectsVisual effects can have an impact on how much your button gets clicked. Even relatively small effects can have a surprisingly large impact – and not necessarily a positive impact. Use contrasting colors for your CTA button. As humans, we’re naturally attracted to sharp variations in colors.
Design a clean landing page intended to create a flow towards your CTA. Don’t cram the purpose of your page in amongst images, a list of benefits and value propositions.
Watch out your words!The simpler the words you use to you present your ask, the more it’s going to resonate with your audience.
The more action-oriented your CTA verbs are, the more immediate reactions you’ll provoke.
Sales:
Lead generation:
Business relationship building:
It’s recommended to use your CTA verb in the headline. You reinforce the action you’re asking your visitor to take by making your landing page purpose very clear.
Location Matters!It’s important to place your call-to-action in a prominent or natural location. You want the overall look and design to flow with the rest of your page but not blend in so much that it’s easily missed by the visitor.
Placing your CTA above the fold is the most common placement choice. However, this can be expecting too much of someone who has just arrived at your page. If the product/offer is very simple, and the prospect doesn’t have to do much thinking in order to make an informed decision, positioning the CTA above the fold generally works best. If the product/offer is complex, and the prospect has to digest a lot of information in order to make an informed decision, positioning the CTA lower on the page generally works best.
ClickabilityMake it look like a button! If it looks flat and unclickable it could be just another design element on the page. Give it some kind of 3D design (without making it look like it was designed in the 90s).
You can also increase the feeling of interaction by including a rollover state where the color or depth changes when you hover the mouse over it.
CONCLUSION: Your CTA should be the focal point of your page. The crucial part of any sale is the stage between interest and completion, and a call-to-action is a key component of that stage. A strong call-to-action will get visitors to follow through with a sale without being too forceful.
