Call to action (CTA) is a key element of any email campaign or web page. Over the past years, we, here at B2B Pioneers, have learned a lot about generating leads and improving conversion rates. Some of this knowledge came from running our own A/B tests, and some of it has come from reports and researches of major analytics companies, such as KISSmetrics, Track Maven and Crazy Egg.
Optimizing your calls to actions (CTAs) is the easiest way you can get leads and drive conversions. Here are 6 components you can analyze and improve in your CTAs:
Identify four main elements of a good CTA
• Test all four CTA elements: color, message, shape, and placement
• A/B test color and shape—your customers might respond more favorably to a blue button with rounded corners, or not. Learn How Colors Influence Human Behavior
• Specify an HTML button in email campaigns so your CTA remains actionable even when images are turned off
• Don’t just assume that placing your call to action higher on the page will increase your conversion rate. Make sure your users know what they are getting before you present them with a call to action.
Make your CTA punchy
• Design for conversion over aesthetics—the most artistically pleasing page won’t convert customers if they don’t know what you want them to do, or can’t find a way to do it. So even if the best matching color for your webpage is grey, make a CTA button in a contrast color, so it will stand out
• Create a strong contrast between the color of your button and your website design
Limit the alternatives
• The more decisions you force your audience to make, the more likely they are to decide against making any choice at all
• Focus on your objective so customers can see a clear path to the action you want them to take
• Don’t be afraid to repeat yourself: use multiple CTAs at the top and bottom of the page and within the content. When sending an email, make sure images, headlines, and products all link to relevant landing pages.
Focus on the next obvious action
• Break up your buying process into individual steps
• Ensure that your CTA leads logically from one step to the next
• Be specific—customers are more likely to take a specific action like “Check Availability” than a generic action like “Read More”
Choose the right timing
• Do not show visitors your call to action until you get them to read what you are offering. This helps pre-qualify potential customers and get them excited on what you have to offer.
• Have a call to action below the fold instead of above the fold. People want to read a bit more to learn about the offered product or service.
• Try out a specific type of call to action: an Exit call to action. You can do this, for example, through BounceExchange, where visitors only see the Call to action when they move their mouse towards the back button on web browser. This program detects when a user is going to leave your website, and it shows him an offer in order to get their attention.
Write compelling copy
• Give careful consideration to the copy for each new CTA—what worked in the past may not work again, or as well
• Lead with persuasive verbs like get, simplify, solve, and unleash that also communicate the benefit of your product or service
Here are 10 examples of direct action-oriented call to action that you can use as a starting point:
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TIP OF THE DAY Do not overlook the importance of call to action in your Social Media posts. CTAs are an essential element of any successful social media strategy. Social media gets prospects, leads, customers and the public ready to find out more about your products or services. But for them to engage with you further, but you must lead them to the next step in your conversion process.
Regardless of the platform – Facebook, LinkedIn, Twitter, blog etc. —posts will receive better success rates if they contain calls to action, compared to the messages without them.
Read more about Social Media and Your Brand.
To find the best call to action for your audience, test out multiple versions to find one that resonates. Test colors, fonts, button styles, wording, placement, and anything else you can think of. Calls to action that work for one audience might not work for another. That’s why the ongoing optimization and testing of your CTAs is so important. You need to run A/B tests constantly.
What do you think? In what other ways can you improve your calls to action? What is working well? Please leave your comments in the space below.
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