No matter how great the content, how incredible the visuals or how stunning the write-up, it’s all for naught if the viewers and readers don’t follow the call to action. Converting readers into leads and into customers is the entire point of writing and publishing great material. While there are some bloggers out there who write for fun, most do so to either sell products or make money off of marketing and advertisements. But what can a website do? What happens if the website has hit a wall and visitors no longer follow the call to action, or it remains stagnant, regardless of the keywords or how the content publishing schedule has shifted? Here are 10 proven ways to boost the conversation rates of any call to action button.
1. Color Matters
The color of a “find out more” button (or any other call to action) may not sit as a top priority for a website designer, but perhaps it should. According to HubSpot, the color of the CTA button makes a big difference in how visitors respond and whether or not they eventually click on it. HubStop performed a traffic test on 2,000 different websites, having each website using either a red CTA or a green CTA. Green relates to the idea of environmental and natural. Many may also connect it with green traffic lights and the word "go." On the other hand, red might connect with the traffic light "stop," while mentally connecting to blood, passion or even excitement. In the study, the red button saw a 21 percent increase in clicks over the green button.
It's important to note in the study, websites used both green and red buttons, so there could be an accurate monitoring of conversions (and not just some websites outperforming others). This means for every 100 visitors to a website; the red button sees 21 more clicks on the find out more button than the green. The button grabs the attention of visitors, is easy to see and draws the attention from other areas of the page. It's a simple tip every website needs to follow as it takes next to no time to change the color of the CTA button.
In a similar study conducted by Carelogger (and reported by Hubspot), the website created two different call to action buttons side by side: one green and the other red, in order to see which would generate the highest click results. In this study, visitors clicked the red button 34 percent more often than the green. So, despite the natural, fresh and “go” connotation of green, red continually outperforms green substantially.
It's also important to note the color of the text within the call to action buttons. While the color of the button itself is designed to stand out from the background (see above), it's generally best to keep the text white. According to Midas Media (2017), white makes up 75 percent of all CTA button text. Black is the next at around five percent. Colors such as blue, gray, red and purple all makeup less than four percent each.
2. Include What to Expect
Visitors to a website want to know what to expect when they click on a link or a learn more button. Using the text “learn more” doesn’t exactly provide the visitor with insights as to what may occur after clicking on the link. That is why it is best to include the call to action right on the button itself.
According to Firefox, when the company switched from "Try Firefox 3" on the button to "Download Now – Free," the button converted 3.6 percent more clicks. The call to action needs to be as clear and precise as possible. The Firefox button informs a visitor that they will download the Internet browser, for free, by clicking on the link.
Sometimes additional information about the call to action is needed, yet putting it into the CTA button would over-complicate the button (and overcrowd it). In that case, it’s best to include reference text around the button. This information conveys it is still a CTA button, but provides additional insights into what a visitor can expect, should they decide to continue and click on the button.
As the HubSpot example below highlights, while the two CTAs are “Sign Up” and “Let’s Chat,” the rectangular areas around the buttons help the information stand out from the rest of the page while providing some added data regarding what the visitor will receive by clicking on the included CTA button.
3. Have a CTA Button
This might sound relatively simple, but in reality, a large number of business websites don’t have a call to action button at all. This results in a massive loss of potential revenue and sales. It’s hard to convert visitors when there’s no direct button link. It’s all about making the call to action as obvious and clear as possible, and there’s nothing clearer than a large button right on the page itself.
According to TruConversion, 70 percent of businesses do not have the call to action buttons. This doesn't mean the site itself doesn't have a call to action at all. It may still include the CTA within the text or on a video. However, there's no clear button, such as a "Subscribe Now" or "Download Your Free Trial." There are plenty of best call to action phrases out there, but the lack of any button can impact conversion rates.
Additional insights provided by TruConversion indicates 70 percent of websites don't have a call to action button on the home page, while 72 percent of businesses don't have a call to action on any of the interior pages (meaning there's a CTA on the home page but not anywhere else). For those websites with a CTA button, only 47 percent of the websites properly positioned the CTA button in an easily visible location. In the world of real estate, it's all about location, location, location. The same is true for a website.
4. Proper CTA Button Location
While the call to action button Facebook provides businesses (as well as other social media services) is a bit limited in exact page location, a business does have a choice for where the CTA appears on the website itself. As mentioned in the previous section, proper placement for the call to action button is extremely important and can play a major role in the overall conversion rate for the website.
What is the proper placement for the button? Some may simply assume it should go directly above the fold (meaning the visitor doesn't need to scroll down in order to view the CTA button). In some cases, this may prove true. However, often, placing the call to action button above the fold may actually reduce the conversion rate. The website Neil Patel (2017) conducted a test where the CTA placement on a control page went above the fold, to the right of the page. The test page had the call to action placed at the bottom, below the fold, on the left. The CTA below the fold saw a conversion increase of 304 percent over the control page.
What’s important to remember is the placement of a CTA will vary based on the content of a page. If the landing page provides very little in way of information (a simple landing page), the CTA should be placed at the top of the page. This is because the visitor will not need to scroll down to gather additional information. For example, Spotify has a CTA button directly in the middle of the page, above the fold. The page itself has very little else in way of information. In this case, there's no need to push the CTA button further down. However, if the visitor needs to read through the information, take in different market research and view visuals, it's better to have the CTA near the conclusion of the page. As the graph below illustrates, the CTA button placement hinges on the information on the page. So, the right location placement for the button directly connects to what a website decides to place on the page, and it may vary from one page to the next, depending on content published to it.
5. Call to Action Facebook Buttons
Facebook offers several options for storefronts and businesses which makes it a must for any company looking to connect with customers through social media. Taking advantage of the call to action button Facebook has to offer is important, but what kind of phrase should a business use? There are different options, so it isn’t as customizable as a website, but some button options do perform better than others.
According to How to Get Paid From Shopping Online, “Shop Now” is by far the most popular button on Facebook, making up 74 percent of the CTA button utilization by businesses. The next closest is “Learn More” at 10 percent. However, while the “Shop Now” feature is the most commonly used, it doesn’t deliver the highest conversion results. In fact, as demonstrated by the chart below, the “Learn More” button delivers better results. “Shop Now” and “Download” offer similar results, yet are less effective. “Sign Up” is similar, but the conversion rate slightly less than Download and Shop Now, and finally, “Book Now” is by far the lowest performing call to action button available on Facebook.
The right button for a Facebook business page may depend on the kind of business, but whenever possible, “Learn More” does deliver the best results on the social media account and should be taken advantage of, whenever possible.
6. Perspective Matters
Every business uses a specific language to communicate with customers. Some companies use a much more direct, professional approach to it. This kind of business generally uses a second person approach in the marketing language. It’s direct, and in many ways, impersonal. Other businesses use a personal or friendly approach. It may even write product descriptions in the first person. The CTA button’s perspective matters when it comes to improving conversion rate. According to WordStream (2017), a CTA button in first person ("My") performs nearly 25 percent better than a CTA button in second person ("Your"). The website performed additional tests using both first and second person CTAs. In an email marketing campaign with an included call to action button on the bottom of the page, WordStream used an A/B test. An A/B test occurs when some recipients receive one email (first person) and others receive another email (second person). Emails using the first person "My" perspective within the call to action saw an increase in its click-through rate by 90 percent, even when the rest of the text within the CTA remained the same ("Start your free 30-day trial" as opposed to "Start my free 30-day trial."
As demonstrated by this information, changing the perspective of a site, landing page or email marketing campaign’s call to action button can drastically increase the conversion rate.
7. Use the Right Button Text
As indicated previously by the right perspective used within the text of a CTA button, using the right keywords and general text also plays a big role in the overall conversion rate of the call to action. The best call to action phrases uses specific words, in connection with what exactly will happen when clicking on the button. As HubSpot points out, it is possible to boost a CTA button's conversion rate, both by including specific words and by avoiding others. For starters, it is important for a website to use action words within the button. Specific action words have an impact on the overall conversion rate of the CTA.
The research indicates the action words “Click Here” demonstrate the highest success rate at nearly 32 percent. The next action word with the highest conversion rate is “GO,” with 24 percent. Other words, like “Submit,” “Download” and “Register” do not perform as well. In fact, HubSpot’s research indicates it is best to avoid using the word “submit” within the button completely. During the research, HubSpot offered CTAs both featuring and not featuring the word "submit" within the button. The buttons not including the word "submit" saw a conversion rate of nearly 17 percent. However, buttons that included the word "submit" saw a conversion rate of just over 14 percent. While it is important for a website to test out the different call to action words within the buttons as no two sites are exactly the same, it's likely better for the site to avoid the word "submit" and instead focus on the best call to action phrases like "Go" and "Click Here."
Different websites have used a combination of the best call to action phrases. Major e-commerce sites like Amazon have mastered the art of pushing customers into making a purchase. While this ranges from consumer tracking, email marketing, and other advertising tactics, the call to action button also includes some specifics. This includes an action word (such as "proceed") and a word that indicates what will happen next ("checkout"). Amazon and other successful e-commerce sites, according to The Daily Egg, use words like "proceed" as an action word because it also suggests movement. Movement subliminally connects with the consumer and helps push them along to making the final purchase and adding the product to their shopping cart.
8. Size of the Button Doesn’t (Completely) Matter
While the placement of the button heavily depends on the kind of content displayed on the landing page, the overall size of the button doesn’t matter as much. Instead, it needs to flow with the design of the website and, as long as the previous steps have been utilized, it needs to stand out, so a visitor can easily identify the CTA as a physical button to click on.
As Midas Media points out, the size of the button doesn’t make as much of a difference as the color does. The graph below displays the average height, in pixels, of a button based on its color. White buttons typically have the smallest general pixel height, but these also don’t perform as well. Red buttons by far perform best in terms of conversion rates. As the graph indicates, red buttons are also usually larger, so while the size of a button doesn’t completely matter, a larger pixel height, along with using red as the button color, can boost visibility and conversion rates.
In terms of pixel height for a button (the length should allow for the text of a few words to fit comfortably inside), a minimum of 50 pixels should suffice, although red buttons begin with a pixel height of closer to 75 and push up to almost 90 pixels on average.
If the button stands out and still looks good on the page, website admins should be able to play around with the height to see what looks best and what fits on the page.
9. The Best Call to Action Phrases
When creating the best call to action phrases for a particular website, there are a few variables at play. In general, it’s best for the call to action to contain three or four words. Full sentences are too long and the button itself begins to look more like a standard Web hyperlink than a call to action button. Call to action examples in writing shouldn’t use generic words. Previously, some of the best action words were covered, in addition to writing in the first-person perspective. Sprout Social also indicates there are a few additional action phrases that should be incorporated into the CTA button for optimal results.
For starters, as Sprout Social (Updated 2016) indicates, some of the best works to mix into phrases include "free," "new," "results," and "guarantee." As is the case with all other tips, it is best to conduct an A/B test campaign to see which words within a CTA button delivers the best conversion rates for an individual website, as the customers and key demographic of one may differ from the other. Whichever of the words the A/B test indicates works the best, it is extremely important for the call to action examples in writing be personalized and not generic. As the Sprout Social documentation indicates (in connection with HubSpot), after studying 93,000 calls to action over a full year time, smart, personalized CTAs converted 42 percent more visitors than untargeted, basic CTAs.
10. Consider a Call to Action Button Generator
For smaller businesses without the time and available budget to invest in a large-scale website overall, editing the right call to action button may prove more difficult than it should. That is why with the help of a call to action button generator it is possible to produce buttons that look great on a site and still check off all the other tips. By personalizing the button, writing it out in the first person (instead of the second), taking advantage of the color red and including exactly what a visitor will experience by clicking on the button, a call to action button generator has the ability to provide a button for any site.
There are many options available for small businesses looking for customized buttons. For those with a little bit of Photoshop editing skills, it is possible to create one in Photoshop (or Adobe Illustrator). For those without the time, experience or access to Adobe Creative Suite programming, services like Fiverr can do it for relatively inexpensive, and other services like MaxButtons offers a large number of customizable buttons for a website.No matter how a business owner decides to go about creating and customizing CTA buttons for their website, it’s important to follow through with each one of the provided tips for optimal conversion rate.
Turning website visitors into leads and customers remains the major purpose of most site admin and owners. While some may struggle to convert visitors into customers, an exceptional call to action button, whether on social media, blog, YouTube video or anywhere else, can prove all the difference. By taking into account and utilizing these 10 proven ways to boost conversion rates, any website, regardless of content or products, will realize a sizeable improvement in generating sales and leads from the call to action. Plus, most of these methods are easy to execute and take little time to implement into the site itself, so website administrators have everything to gain and nothing to lose by using these demonstrated and proven CTA button methods.
Tell Us –
From the strategies above which one do you think works the best at increasing your conversion rate? Do you recommend any others?