Regardless of the purpose of your website, you always want your website visitors to stick around and perform specific actions. These actions can vary from being something simple as viewing your online portfolio, discovering your product offering, signing up to receive regular email updates or making a purchase.
While website design and good layout can get the visitors to stay on your website and browse around, it doesn’t mean that they’ll click or purchase. This is where a good call to action comes in.
What is a call to action?
According to BusinessDictionary.com, call to action is a set words that urge the reader, listener, or viewer of a sales promotion message to take an immediate action, such as “Write Now,” “Call Now,” or (on Internet) “Click Here.”
When it comes to a good call to action, every element matters and has impact contributing to your website’s conversion rates. Here are some things to consider and test when it comes to Call to Action treatments:
- Is it a link or a button?
- Look of the button
- Size of the text
- Placement on your website page
- Colors used
What can you do to make your call to action stand out?
Testing is the name of the game. There is no magic formula, what works for one website might not work for another, that’s why you should always be testing. Here are a few suggestions on what you should consider for building a good call to action:
- Size — You do not want your call to action to get lost amongst all the other copy. If you are using a button, this button ideally should be the largest element on the page to emphasize its importance.
- Color — Colors have the ability to evoke emotions, thus choose a color for your call to action that suggests a positive reaction (this is the reason why a lot of “next buttons” are green and “cancel buttons” are red). In addition make sure to select a high contrast color scheme that helps the call to action stand out from the other elements on your page.
- Placement — Each website is unique and you will need to play around with various positions where your call to action can live. However some studies have shown that placing a call to action above the fold can increase conversions. You also should provide enough space around your call to action to allow it to create a powerful impact. Regardless of the position you choose for your call to action, make sure that it is prominent and doesn’t get lost amongst other elements on the page.
- Copy (Text) — The language you use in your call to action should be clear and straight to the point. Do not try to fool your visitors by using misleading language, be upfront and tell them exactly what to expect. It is always a good idea to test various text versions to discover which one resonates most with your website visitors.
This list is by no means a complete list of things that will or won’t work when it comes to calls to action. It’s important to test and to see what works best with your audience. If you’re reluctant to test, then look at your competition and see what they are doing. If you have a site for a particular demographic, look at other sites that are aimed at that audience too and see what they are doing — are they using buttons, are they using links, or are they using pure text.
There is no set formula and no definitive answers, the experts all say something different. But you’re the expert on your site, so start thinking about what is going to resonate best with your audience.
Happy site building!