What is the one thing you want most for your website, landing page or Facebook ad?
As marketers we want our visitors to take action on our online pages, whatever they may be. We want them to download the ebook we spent several hours writing, or sign up for the service we spent several years developing.
We want some action and we want it fast.
What’s the fastest way for us to get some action (excuse the pun)?
Through conversion worthy CTA buttons.
A CTA or a call to action button is essentially the button where all the conversion action happens.
WordStream defines call to action buttons as:
Buttons you use in your website and on your landing pages to guide users towards your goal conversion. It’s the part of the landing page that the user needs to click in order to take the action you want them to take.
The clickable element on any online web page that’s shaped like a button is a call to action button.
This is what a landing page CTA button looks like.
The Salesforce landing page CTA button is dark blue over a light blue background, with an action-oriented copy that says “Watch it in Action”, the “it” in question here is the Salesforce demo which promises to “Grow sales with the world’s best CRM”.
This is what a website CTA button looks like.
The HipChat website has two CTAs above the fold; one is of a contrasting green color while the other is a ghost CTA. The copy for both the buttons urges the visitor to perform an action, “sign-up” or “start chatting” to be precise.
As you can clearly see, there aren’t many differences between a website and a landing page button. Both buttons are supposed to be contrasting, and they should have action oriented copy on them. As opposed to headlines, and copy- buttons primarily remain the same whether you put them on landing pages, sales pages or websites because unlike other page elements the object or goal of a button always remains the same, which is to drive action.
Knowing this one could assume that high converting buttons would be easy to create, that however is just an assumption, and a bad one at that.
Most CTA buttons fail to attract attention because of two primary reasons:
So, how do you create buttons that get you that click? Here are 4 techniques that enable you to create clickworthy CTA buttons.
This is really a no-brainer. Your CTA button is the last stop your visitor makes on your online webpage. The button is where you want them to end up which is why you need to make it contrasting enough to draw their attention.
Don’t miss your conversion opportunity by designing a bland button.
Do what AWeber does with their button.
Not what Optin Monster does with their secondary CTA button.
This isn’t a button at all, it just looks like a clickable link.
Your CTA button should have action oriented copy on it, tell your visitors what you need them to do.
It is also essential that you personalize your button copy, instead of just saying “download” on your ebook landing page, why not say “download XYZ ebook to increase sales”.
Basecamp has personalized copy on their CTA button.
This is not what I can say about the Constant Contact button.
Phrasing your CTA button copy in the first person helps increase conversions because it allows the visitor to keep their thought process intact.
Well, your visitor comes on your page looking for something, this “something” could be a remedy for an achy back or an automated email marketing solution. Whatever your visitor is searching for, he’s thinking in his mind- “I need”, your CTA button should be a natural extension for this train of thought.
This is what we do with our CTA button.
So, you come on eCopyDesk thinking, I need help with my copy and this is exactly what the button says, reinforcing the fact that you’ve found what you were looking for.
A/B testing helps you increase your conversions, because the more variations you create the more you increase your chances of hitting the right chord with your visitors.
As far as buttons go, here are some ideas for your CTA buttons.
Content Verve has an entire reservoir of helpful button A/B tests that you can learn a lot from.
One test conducted on button copy involved changing the copy from “My” to “Your” lowered conversions by 24.91%.
Another test conducted by HubSpot on button color resulted in a red CTA button outperforming a green CTA button by 21%.
The button color you choose for your website or landing page depends on your page’s design aesthetic, so don’t blindly follow A/B tests, experiment with your own page and see what works best for your audience.
Creating the right CTA button is crucial for capturing leads and getting conversions. Don’t mess up your buttons, create them the right way and reap the right rewards.