Call-to-actions are essential for websites, promos, and
collateral, but they tend to be neglected or belittled by some businesses who
don’t understand its effect on conversion rates.
What are call-to-actions anyway? They are statements that
urge your client to do something, and that something depends on you as the
service provider. Perhaps it’s to subscribe to your newsletter, or to download
a guide, or to purchase your product. It seems like a simple concept and yet it
takes skill and knowledge to know how to make them effective.
Consider this:
Much thought is put into creating call-to-action statements.
The statement first and foremost needs to be attention grabbing and engaging
enough for clients to get hooked. Then, you need to consider the color, the
sizing, the placement, and other visual elements to ultimately reel the client
in.
Let’s go through them one by one.
Sizing
Sizing is important as it gives due emphasis to the
call-to-action. A button that’s as small as your body text would not be
distinguished as that button the user is encouraged to press. In fact, there is
no encouragement. Increase the size of your call-to-action to make it stand out
from the rest of the copy.
Color and Style
A call-to-action needs to pop. It needs to grab a user’s
attention the moment he or she lays eyes on your landing page. Using colors
that are different from the existing colors of your landing page or your
website in general will come as a shock to the user’s eyes that they will
automatically look at it even when they don’t mean to. Styling the
call-to-action different from the copy’s text—for example changing the font
style—is also a way to grab attention. Make your call-to-action stand out from
the landing page so that conversion is close to guaranteed.
Placement
Another thing to think about is the placement of the
call-to-action. It’s effective to place it above the fold, but with a lengthy
landing page, putting directional cues would be helpful for users to find the
call-to-action with ease.
Language
A simple “Submit” or “Sign up” as a call-to-action statement
is fine, but a bore to read. Statements that are out-of-the-ordinary and are
stated in the perspective of the user like “Hit me up!” or “Get me that deal!”
are the ones that engage.
When designing your collateral or landing pages, don’t
forget that call-to-actions are crucial elements that need to be as effective
as they can be to earn you that high conversion rate.
Contact 9DotStrategies today and we'll help you achieve that client-winning call to action button and even assist with your website redesign or other branding concerns.
