A call to action (CTA) is one of the most efficient ways to convert users to actual sales. However, the nuances of CTAs are bit more complicated than you might expect. Rather than throwing a “buy now” button on your web page, there are a few things you should know.
- It’s all about placementPlacement is the key to the success of CTAs. If you put them too early or too late on a page, they have a harder time attracting users and the page’s search engine rankings also suffer. Try to place your first CTA “above the fold” of a page, but closer to the bottom of the initial view.
- Diversify your CTAsInstead of one generic CTA, try to make them unique to the content on the page. Just remember to speak directly to the reader, make an offering relevant to the experience they’re having, and position the CTA’s context to suppress the bounce rate.
- Keep CTAs on brandCTAs come in many shapes and forms, but there are two broad categories: text and buttons. Here we’re talking about the latter. CTA buttons should be on brand with your company. Try to adopt the same look and feel with the color, copy, and text.
- Make users feel includedNumerous studies indicate that CTAs are much more effective when they’re in the first person. For example, if your write “Start my free trial today,” rather than “Start your free trial today,” the first option will likely be more successful.