An effective business website is one that is capable of converting the traffic it receives into leads and sales. You can invest a great deal of time and resources in creating the best-looking website possible, but even that won’t be enough to get people to take the desired step after landing on your site.
If you want a business website that effectively generates leads and sales, then you have to put more effort into designing a button you want people to click on whether to buy something, download or sign up to your newsletter. We call such buttons the “call-to-action” button or CTA and designing it is one thing, getting your audience to click on it is an entirely different matter.
In this article, we aim to provide a good understanding of what makes CTAs so important and what you need to know about creating one that generates a good amount of clicks from website visitors. Such information ought to prove useful especially if you have been trouble getting people to take the desired step and getting conversions.
What makes call-to-action buttons so important?
CTA buttons are one of those elements that are easy to overlook when creating a site for web marketing in Sydney yet its’ purpose is vital than what most people give it credit for. After all, such a button compels users to start an action that drives conversion may it be to sign up for a membership, purchasing a product/service or any results that you desire.
If designed and implemented correctly, CTA buttons are easy to spot on a webpage and encourages users to click on them. So how do you go about creating such a button for your business website?
Questions to ask yourself when assessing the effectiveness of your CTA button
Is it easy for your customers to see the CTA button on your webpage?
Before customers can click on your CTA button, they have to see it first, and you would want to make the process as easy and effortless as possible. Put yourself in the shoes of your customers and ask yourself — were you able to see the CTA button the second your webpage loads? A good rule of thumb is to get the button to be big enough in relation to other elements on your site.
If you have doubts about the visibility of your CTA button, you can arrange for a select number of people to beta test your website with specific instructions to find and click on the button. If you see that it is taking them a long time to find the button and complete the step, then you have a problem that needs fixing.
Does the CTA button stand out from the rest of your webpage?
All the elements on your site must be implemented in such a way that they drive users to click on your CTA button. Hence it is never a good idea to add anything that would make the button look dim and unnoticeable.
An excellent way to make sure that your CTA button sticks out like a sore thumb is to use the right colours. Your choice of colours can have a significant effect on click rates.
So how do you determine what colours to use for your CTA button? Well, you can do what most successful SEO experts in Sydney do — split test! Choose two or more colours that you think would make your CTA button stand out on your webpage and encourage clicks. You can use tools such as Optimizely, Unbounce and VWO to test out different versions of your CTA button to see which colour has the best click-through rates.
Aside from colours, you may also want to consider creating different versions of your CTA button with features like:
- colour contrast
- button shape/design
- white spaces
Is the button positioned correctly?
Just like colour, the position of your CTA button is crucial to how well it effectively converts visitors to your site. If the button is located in such a way that it would be difficult for users to identify it, then you get fewer clicks.
So how do you figure out the best placement for your CTA button? Well first, we need to acquaint ourselves with the fact that most people scan content on a webpage instead of looking at every line. A study published by the Nielsen Norman Group (NNG) suggest that most people scan the content of a web-page in an “F” pattern. This means that users typically look at the webpage starting with a horizontal line from the top then another horizontal scan down the page. Towards the end, most users scan the content of a site straight down looking at subheadings, opening paragraphs and keywords.
Knowledge of the pattern described above enables you to strategically position your CTA button where they tend to get the most attention. Again, similar to colours, you can split-test different versions of your CTA button based on placement and go with what draws in the most clicks.
Is your copy up to specs?
To improve click rates, it is not enough to have a visible and clickable call-to-action button. Web marketers also need to pay attention to the quality of their copy and ensure that they are compelling enough to get users to click. Hence the CTA button must be accompanied with concise information about why users need to click on that button on the first place and the benefits of doing so. If the latter is not evident to users, then you cannot expect to get as many clicks.
A great way to add a compelling copy to your CTA button is to implement what is known as a “micro copy”. Simply put, you superimpose a few lines of small text on your CTA button that tells users what is in it for them if they do click the button.
To make your copy as compelling as possible, you can use power words designed to stir a reader’s emotion such as “amazing” or “astonishing” if you wish to offer encouragement and “certified” or “best-selling” if you want to induce a feeling of safety. These are the kind of words used by politicians when they give an important speech and want to appeal to people’s emotions. You can leverage power words to improve click rates but be careful not to overdo it, or your copy will look spammy. The copy must also be short and goes straight to the point, or your users might lose interest altogether.
To determine what copy works best for your CTA button, you can also split-test and go with what brings in the most conversions.
Is it clear to users that clicking on the CTA button will lead to a solution?
Perhaps the most critical aspect of creating an effective CTA button is that it must communicate that clicking the button will open the door to overcoming their problems and frustrations. Merely recognising the problem your CTA button solves can make all the difference on whether users end up clicking on your CTA button or not. It must be made abundantly clear that you know there is a problem and that clicking that button offers the solution.
So there you have it — a few ways to create effective CTA buttons for your web marketing campaign. The significance of these buttons must never be overlooked as they are a vital element towards bringing in more leads and sales for your business.