If you’re involved in the creation of content for your website then you will have undoubtedly read or heard about the importance of having a call to action on all of your pages. However, many of the advice guides that you can read online say little more than “have a call to action.” Many sites out there have nailed it and have a call to action on every page, but they are still struggling to see conversions. What is the problem with these websites? The main issue is that their calls to action simply aren’t good enough to deliver the volume of conversions needed to be successful and profitable. While calls to action are an important part of content in the modern day, they are clearly something that all areas of digital marketing need to be harnessing, from design and development up to content creation and social media.
How can you maximise calls to action on your website?
Show What You’re Offering
You don’t need to offer a 1,000 essay around why someone should click your call to action, but you should at least have a reason for them to click. Even a small explanation and then a button that says “Get Started” can work.
Other ideas that are worthwhile is having a contact form with a simple message on every page. For B2B businesses this might mean “Increase Your Profits” or “Improve Employee Morale,” while for B2C’s you could see “Change Your Life Today.”
Another option is to have a small one liner at the top or bottom of each page that simply says something like, “To find out more about how our services can change your life/help you achieve stated goal, get in touch now and we’d be happy to help.”
The key to a great call to action is to not go over the top. Think about when you see those “get rich quick” websites that have “BUY NOW” written every few paragraphs. How do they make you feel? Uncomfortable and like you’re about to be fleeced out of your money, most likely? No one wants to feel like they’re being forced to do something, so simply put the offer on the table, and use your call to action as an invitation rather than a demand.
Studies have shown that “soft” calls to action such as this have a much higher conversion rate.
You can have more than one type of call to action on your page, but you should always have at least one that is prominent. There’s no point in only having calls to action as the bottom line within each piece of content, as many people will land on a page and then expect to see it straight away. If there’s no in your face call to action, then many will head elsewhere and your bounce rate will skyrocket.
Making a call to action prominent doesn’t mean you should simply make it as large and as colourful as possible; reduce the “noise” on your page to help in this regard and try to have as little as possible around the call to action so it stands out. If it is in the middle of loads of other advertising, how does the untrained eye differentiate the important message?
This tip won’t apply to every call to action, as clearly the last thing you want to be doing is making promises you can’t keep. However, if your business is running a special promotion or you have studies that show your clients increase their revenues by an average of 20% having worked with you for six months you can always incorporate these in your call to action, so long as you’re not coming across as overly boastful.
Things like “50% Off Services” or “28 Days Free Trial” are always attractive. Try to avoid things like “Moneyback Guarantee” as there is usually loads of small print involved and loads of terms and conditions attached. You could consider running a moneyback guarantee program no matter what, but then you’re leaving yourself facing heavy losses if everyone takes you up on the offer or you fail to do what you said you would.
If we see a form of direction, usually in the form of an arrow or a person pointing somewhere, our eyes instinctively follow it. Even if you feel you have ticked the box of making your call to action a prominent one, there still isn’t any certainty that people will see it.
Add a moving arrow or a person (an animated character if you want something different) pointing to where you want the reader’s attention to be aimed, and you should start to see use of your call to action form or button, if you have one, or clicks through to a particular action page, increasing.
2013 was a big year when it came to mobile development, and 2014 is set to follow the same rough path. Whether you have a responsive design or a separate mobile site, you need to ensure the call to action on mobile is as prominent as it is on desktop. In addition, if your call to action is related to sending an email or making a phone call, ensure that your design incorporates widgets that when touched can instantly call your business or move to the user’s email client. The name of the game on mobile is to make the user’s experience as seamless as possible; think about how quickly they can get in touch with you.
There is a world of difference between having an everyday call to action and having an effective call to action. Make sure your call to action sits firmly in the effective category and fits the pointers given here.
If you need further inspiration in maximising your calls to action, contact Bough Digital now to discover how we can help.