Whatever product you sell or service you provide, you undoubtedly have a specific action (or a few) you want your web visitors, prospects, and customers to complete when they visit your website.
It seems more and more like an uphill battle trying to get your website visitors to accomplish a specific action, whether it’s signing up for a weekly email, following your page on social media, downloading a free e-book etc. But, just because it’s hard doesn’t mean you should give up! Implementing an optimized call to action button design is an essential part of converting a web visitor into a customer.
Here’s a list of call to action (CTA) development opportunities you probably missed along the way:
Eloquent Word Choice
Word. Choice. Matters.
If you’re going to implement a successful call to action button design, the wording you use needs to be noticeable and attractive. Eye-catching word choice means going above, and far beyond, the ever generic “click here”or “sign up” buttons we’re all familiar with. Your viewers are most likely immune to those types of CTA buttons (because they see them everywhere) and will glaze right over them.
Dust off that old thesaurus and get creative with your word choice! You want to use strong action verbs and emotional adjectives that will jump out at your readers and incite their curiosity. However, you want to make sure the word you use are still direct and clear. Get your message across in a few powerful words (no more than five) to get the best results.
Another point you need to pay attention to is the action of removing the concept of “work” and “hassle” from your calls to action. Your call to action button design needs to highlight how easy it is to complete that action and for the user to receive whatever it is they want. Most of the time, a website searcher won’t engage with a CTA button because it seems too time-consuming or will require extra work on their part that they don’t want to do.
Make sure to headline words like “Free”, “Simple”, “Now” etc. in your CTA button design. Keep the list of actions required for your CTA completion short so you can keep your viewers’ attention.
Use an Image
Depending on the size of your call to action, you may want to consider using an image to help draw attention to it. Color images draw the eye and help to attract viewer attention. So, if you place your CTA on an interesting image, you have a higher chance of your reader looking at your call to action button design and then clicking on it too!
You’ll also want to pay attention to the placement and orientation of subjects in the image you use. Your web visitor’s eyes will naturally follow the path created for them in an image.
For example, if you have an image where the subject is looking up in the frame, place your CTA button at the top of the image so viewers will take more notice. Additionally, you want to make sure your call to action button design doesn’t blend in with the image you use. Don’t have too much going on in your background image and use contrasting fonts or colors to help your CTA button stand out.
We all know that an effective CTA button design needs to stand out on your website. Whether that means creating an interactive CTA button, placing it above the fold, or using neon colors, every website needs to have a well-developed website layout that is user friendly and designed with easy user experience in mind.
If your website visitor is new to your site, you don’t want them to get lost and buried deep under 4 pages of search. Instead of an in-depth and lengthy website, go for a simple and clean design. With fewer places to get lost on your site, you have a better chance of your website visitors finding the pages they actually want and encountering your strategically placed calls to action. Fewer choices can potentially mean a higher conversion rate! While your call to action button design and placement does depend on what specific action you’re trying to get your prospects to complete, there are some easy ways to implement a visible CTA design for your website.
Option One: Create a Welcome Mat
This is effectively a drop down screen that appears on your website immediately or soon after a searcher lands on your page. It doesn’t have to sound pushy or annoying. Lead with what your visitors will receive in return. Is it specialized content? A discount on their first online purchase? A free trial? You should also let them know what you plan to do with their information (like their name and email address) once they provide it. Let them know you won’t sell it or bombard them with annoying emails or phone calls.
Option Two: Send Push Notifications
You probably have encountered a website or two that has used this method as well. It’s popular on smartphone apps too. With these types of notifications, the user or visitor can choose to opt in or out of receiving notifications for the website. Most marketers use push notifications to send real-time updates about special deals, promotions, or new information based on the geography of the user or the time.
Push notifications allow you to remain in the forefront of your prospects’ minds and add them to your re-marketing funnel even if they do convert.
Call to action button designs are all about inspiring your website visitors to action, and you can only do that if your calls to action are created with a sense of urgency in mind. If your web visitors feel like they could take advantage of your offer or promo any time, they won’t be as motivated to convert the first time they visit your website. But, if they sense that the offer is available for a limited time or they can get what they want quickly, they’ll be more apt to complete the action quickly.
You want to include time sensitive words in your CTA to get the best conversion rate possible. Using words like “Now”, “Today”, “Immediately” etc. all give the impression that immediate action needs to be taken.
Low Risk Commitment
A lot of people skip over completing a CTA request simply because they don’t want to risk getting bombarded with emails and phone calls, they don’t want to spend the time filling out an online form, and they don’t yet trust the business. That’s understandable.
Your job then becomes to create a low commitment, high reward CTA on your website. Create a CTA button that offers something else than a newsletter sign up. Think about an engaging service you can provide to your prospects that promotes your business, but is still non invasive towards your web visitors. If you’re a manufacturer, maybe that means providing a 3D, interactive learning module for one of your products where your prospects can “assemble” and learn about the products at their speed. If you’re a service provider, maybe you can develop a schema with a time lapse that shows how your specialty product or service will make an impact in the long term.
You want your prospects to get excited about and comfortable with your small business. Once a level of trust and familiarity is established, then you can dig deeper and ask them to complete a more in-depth form or join your contact list.
Your website call to action button design need to be strategically created and placed on your website with your prospects in mind. Using the tips above, you’ll be able to amp up your calls to action to increase your conversion rate and start converting web visitors to long-term customers for your small business!