Do you know what the most important aspect of your website copy is? It’s not the tone, the brand voice, or the design. It’s your call to action.
A call to action is the copy or graphics that you use to persuade your prospects to take a desired action. You’d be surprised how much the text on your “Buy Now” button could affect the conversion rate of the page as a whole. The most common action that businesses are asking for is to make a purchase of their product. However, you can call readers to action in other ways as well. You may ask them to sign up for your newsletter, or fill out a contact form.
Designing effective calls to action is both an art and a science. There are some tried and true ways to improve your calls to action, passed down by copywriters and marketers over the last 75 years. Take these tips into account the next time that you are deciding on that text for your purchasing button, or asking your readers to sign up for your mailing list.
You’ve seen it in infomercials. “Only 25 left.” In reality, there is probably thousands of that product sitting in a warehouse somewhere. Legitimately creating urgency in your calls to action makes your readers much more likely to respond quickly to your call. If you have a limited inventory or are only offering your current price for a limited time, make sure that you let your buyers know.
Draw Attention to the Call to Action
You want to make sure that your call to action is easy to find, whether it is above the fold or at the bottom of your page. If the reader never sees the call to action, they are not going to take the desired action. You can draw attention to the call to action by making sure that it is appropriately spaced compared to the other text on the page, include arrows pointing toward the call to action, or use words to lead the user toward the desired action throughout the copy on the page.
Indicate the Desired Action Within the Copy
What is the action that you want the user to take? Buy your product? Sign up for your email newsletter? Contact you through your contact form? Schedule a consultation. Make sure that you tell your users exactly what action you would like them to take when interacting with your call to action.
Use Images to Increase Appeal
Half of your visitors will respond more to visual cues than to words telling them what to do. Include images around your call to action to draw attention to them and increase conversion rates.
Ensure your Call to Action is Clickable
A call to action doesn’t have to be clickable, but it should. If you are asking something of your audience, you should ensure that they are able to interact directly with your call to action when they first see it.
Track, Test, and Iterate
A good call to action usually isn’t nailed on the first attempt. There is always a better option out there. You should split test your calls to action against one another to see which is performing best over a period of time. Make sure that you are always actively testing as you look to develop strong calls to action that entice and persuade your users to take the desired action.
Many businesses and web designers underestimate the effect that a call to action can have on their overall conversion rate. By taking your time, trying these tips and testing different ideas out, you can be sure that you are maximizing the effectiveness of your call to action.