In website design and development, a major part of your success is affected by how well your call-to-action (CTA) experience is structured. When customers see a call-to-action element that communicates both value and is easy to interact with, you stand a better chance of improving your conversion and growth rate. With these considerations, here are tips you can apply to your design process to create a website with strong call-to-action elements.
Communicate the CTA in Second-Person
A great call-to-action addresses the viewer in second-person. The impact of an actionable item on a website is more relevant when visitors see the words in a second-person term rather than an impersonal third-person one. Including the "you" in the writing can make all the difference in getting a conversion.
Choose Selective Colors
A great color scheme on a call-to-action has a great impact on your conversion rate. Two of the most commonly used colors are red and green. The preference between these colors can vary depending on the type of business the website is for. There is no true best color for websites and buttons - look at the most important colors pertinent to your industry and design your call-to-action elements around those guidelines. When deciding on your design, place more focus on the colors that stand out and that can easily be visible to visitors.
Emphasize Results in Your Content
A call-to-action does not have a code that just elicits a user action, but also emphasizes the value and results that customers have received from your offerings as well. When you are writing about your services and products, do not limit your wording to just the features. In addition to advertising your product or services, talk about the level of benefits that other customers have experienced from them.
Utilize Powerful Terms
Some customers have a tendency to be lazy when browsing websites, which makes how you word buttons important in landing page design. Since visitors would prefer to make a quick decision instead of getting served an overload of information, use more effortless but effective words in your call-to-action. If you are offering a health benefits program, then have the call-to-action state the main goal and benefit that customers can gain from your services.
Disregard the Fold
There is a myth about having your call-to-action centered on the upper half of the page or "above the fold". While it is an easy conclusion to make, it is not a consistent theme in many websites and landing pages. Research has shown that a compelling and engaging landing page can still convert customers regardless of where the call-to-action button is actually located. When customers are interested enough, they will find their way to reach out to you and make a conversion action on your page. Instead of focusing on the location of buttons in relation to the fold, place more attention on the quality of your page.
The aforementioned call-to-action tips can be essential to improving your selling and conversion elements on your website. In addition, they can be easily adjusted and applied to your landing page design. As you work on improving your website conversion rate, consider these ideas with your team and designers to maximize your next marketing campaign.
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