Your website “call to action” (CTA) can be a key factor in deciding the profitability of your website, so thinking about how to improve your website call to action can dramatically increase your online sales. The website layout and content does the hard work of convincing the user of the merits of the company, but then like an effective salesman, your website must close at the right time and in the right manner using an effective “call to action”.
Aspects such as size, wording, colour and placement of your call to action buttons can all help you improve your website call to call to action. In our experience, a few adjustments can increase sales by up to 40%. Conversion is the result of a decision and therefore requires providing certain factual and emotional information to the prospect before the call to action comes into play. Once that has been provided, an effective, clear and straightforward call to action is required to get the user make the enquiry.
Here are some factors to consider to improve your website call to action-
Wording – getting the right wording on the call to action should be about summarising the desired action in the lowest amount of easy to understand words. Don’t try to be clever as simplicity always wins as people need to know what the button does. In Ecommerce, use well established principles such as “Add To Basket” or “Buy Now” because people expect to see these words.
If the conversion is free to the user, then a good idea is to bring the cost onto the button. “Sign up for free” then people are in no doubt that clicking that button is the gateway to free use of the service.
Placement – Previous thought was that website call to action must be “above the line” meaning visible on first loading. Tests have shown (such as these case studies on CTA placement) that visibility on first loading isn’t the key factor if the user has yet to absorb the information they need to in order to make the conversion. If it is an ecommerce website, having the conversion above the product picture is entirely pointless as customers will not be rash enough to add the item to the basket without first looking at the product pictures. Users are unlikely to read every bit of information on the page so having the call to action at the bottom is even worse, they will skim and find the key parts so having it in a position which is quickly and easily accessible is what is important.
Whitespace – The call to action button needs room to breathe. Cluttering the page up with other text and buttons will distract the user from seeing the key information, and from clicking on the CTA. The other clutter will also take up the users time as they try to deal with the other content on the page.
Successful website development is a balance between giving the user the information they need and not making the user think too much.
Colour – having the call to action as eye catching and clear ensures people don’t miss it and wander off. Obviously you don’t want to ruin the feel of your website by putting on a button that doesn’t blend in with the feel but there must be enough contrast there to ensure peoples eyes are drawn to that part.
There are many good examples of contrasting call to actions and on the right it is one. It is clear exactly which part of the website they wish you to click on without having to understand the text.
Test it – The only way to make sure things work is by consistently testing. Website testing is a hugely undervalued activity for the potential returns it can deliver.
There is no exact formula for this which is why the last point is so important to ensure that yours works. This is not a case of a magic button that will deliver sales as conversions are the result of giving people the information that they are after on an emotional and factual level, and then making it as easy and clear as possible to get in contact.