What is a call-to-action?
It is a clear statement that instructs your visitor on what to do to reach a particular goal on your website.
According to a Business Dictionary, a call-to-action is a word that urges the reader, a viewer or a listener of a sales promotion message to take an immediate action. Some of them being “Call Now!” or “Write Now” and “Click Here” on the internet. A commercial or retail advertisement without a call-to-action is considered ineffective and incomplete.
On the website, a CTA is a powerful, important and a fundamental tool for any online business success. It is meant to entice a visitor to take an action that benefits you. Hence, it should be persuasive and compelling enough to convince a visitor/ customer.
The most important thing when it comes to a call-to-action is placement, says John from Keen web design. They should be well placed, and visitors need to be to spot them without any effort. The location of your call-to-action depends on the goal of the page, the complexity of what you are offering and the intent of the visitor. With all these factors, you should place your call-to-action on a soft point where an action is most likely to be taken. Putting a call-to-action higher on the page works better than placing lower on the page after lengthy content.
- Have multiple CTAs – The more CTAs on the page, the more chances the visitor has to convert at any point.
- Put CTAs on every page – Every page gives the visitor a new opportunity.
- Make CTAs prominent – Position them on a strategic place for maximum attention.
- It should be recognizable.
The color used on a call-to-action button matters most. Mostly, green and orange colored buttons are reported to perform best. Although it depends on your site design, contrasting colors are said to work best by making the striking button to stand out.
Regardless of what color you choose, make sure it is prominent from the rest of the page and calls out to the user. Every color stimulates a different mood or feeling.
Make it Relevant
Your call-to-action must be pertinent to the content and well-defined. Use a text that clearly describes why a user should click the button. What is your goal? What are you selling? Remember new visitors visit your page and old/repeat visitors are still there so; your CTAs should be relevant to accommodate both users. The more relevant the call-to-action is to the reader, the more likely it is going to turn into a sale.
Your call-to-action should be short, straightforward and straight to the point. Make sure you include all key relevant messages and offer all details in one brief and sweet sentence. It should also have a recommendable size and an excellent shape. Since you want your CTAs to be noticeable, bigger is not necessarily the best. Sometimes big or large CTAs distracts the visitor by blocking the main content. That makes you look desperate and end up provoking a visitor who could have been a potential customer.
Use A/B testing to test your call-to-action links. There is free tools on the market like https://www.hotjar.com/heat maps. These tools will show you the user navigation experience, where the user is spending most of their time. With this data, you can then tweak your site to best fits the user experience.
Technology has made it so simple for us today to play at almost a level playing field with the big websites. All we have to do is take action!