Visitors who don’t click don’t convert.
If you want to increase conversions on your web pages, you need to make sure your call-to-action buttons are clicked on. Without clicks on your call-to-action buttons, you won’t get subscribers, orders, or attendees to your live events.
If you want more people to click on your buttons, try using some hacks to improve your conversion rate. These tactical steps can help you increase your growth.
- Make sure that your CTA buttons look clickable
Paying attention to the details of your site or product can make a big difference to your users. When it comes to creating a great user experience, it is the little things that matter. In the Econsultancy User Experience Survey Report, it was found that more than 95% of respondents agreed with the statement that “good user experience just makes sense.” Therefore, by paying attention to the details of your site or product, you can make a big difference to your users.
CTA, or call-to-action, buttons are the most important element on your website because every customer action is embedded inside of them. They need to be visible and stand out from other website elements like the cover photo or too many text links.
A CTA button that looks clickable is deliberate and creates a sense of urgency.
What makes you believe a button on a web page is clickable?
Most of the buttons that I click when I visit landing pages have one or more of these features:
- Clean and contrasting background to text color
- A distinct button text (e.g., “Get free access”)
- Have white space surrounding them
- Rectangular (sometimes rounded) shape
- Complementary border
- Positioning matters: Place your buttons where people click
The position of your action buttons will affect how often they are clicked on by visitors. A study by the Nielsen Norman Group found that people tend to read web pages in an F-shaped pattern. The color of the font is also important in grabbing people’s attention.
When people visit a site, they usually read the information that is above the fold first. This means that it is more likely for them to click on a call-to-action button that is in this area, rather than worrying about the font color or a text link.
Keep in mind that putting your button at the top of the page may not always give you the best results. Different industries and landing pages will produce different results. There is no one right or wrong place to put your button on a web page. The top of the page is often a good place to put it, but you might find even better results closer to the cover photo. The only way to know for sure is to test it out.
Here are a few steps you can take to ensure that your CTA button yields the best result:
- Understand your audience: When you know what your ideal customers are seeking, especially when they visit your landing page, it’ll give you a roadmap to deliver the right solution by positioning the CTA where they’ll find it easily instilling a sense of urgency with them.
- Be flexible: Have an open mind toward your audience. Be ready to split test, even if your current CTA positioning is yielding a high click rate. There’s always room for improvement and refinement with your web pages.
- Set the mood: Words have power. More often than not, if you have the right words (more than a text link) on your button and they stand out from the rest of the elements on your page, you’ll draw people in – because that’s exactly what they want to see.
- Have a compelling and short button copy
Your choice of words and font color for your button can have a big impact. A call-to-action is designed to get people to make a decision, so your words should encourage people to take action right away.
Most importantly, by the time people reach your button, they should be in a “ready to act” mood, rather than a “reading” mood. Keep the button text short and to the point to prevent them from leaving for another web page.
A blog post title should not exceed 60 characters or else Google will show an ellipsis (…) at the end of the title. This is not good for SEO or the user experience.
A CTA should be 60 characters or less so that it doesn’t lose the conversion.
The success of your CTA depends on how interesting it is to your target audience. The text color should be complementary to the other colors on your web pages.
Fitness world saw a 213.16% increase in conversion by changing the CTA copy from “Get Membership” to “Find Your Gym & Get Membership.”
- Use power words in your button copy
If you want your CTA to be successful, try using power words that will stir emotions and influence the user’s decision-making process.
The words you use to describe a car accident can give eyewitnesses an idea of what the accident was like.
In the finance world, a study found that simple stock names that are easier to pronounce lead to less chance of loss post-IPO.
Use of persuasive language can be effective in getting readers to take action. Words like “instant,” “yes,” “access,” “get,” “increase,” and “dominate” can encourage readers to click a CTA button.
Is there a rule for using power words?
I wouldn’t go that far. Just be careful not to go overboard. The text should be related to the offer. If you’re sure that your target audience really needs what you’re offering, you can use persuasive words to draw them in, convert them, and ideally share it on social media.
- Use timing words to create urgency
If you can save your ideal customer’s time, they’ll appreciate it. Time is money, so if you can write an article that gives an immediate answer to a pressing problem, and craft your CTA copy using urgency-creating words, you’ll be in good shape.
Laja used scarcity and urgency to increase conversions by 332%.
Laja tested two variations of pricing text on a landing page, One communicated urgency and the number of items purchased, while the other did not.
If you want more people to click on your call-to-actions, use words like today, now, and get started. These words Rush people into action, which is what you need on your landing page and all other web pages leading up to a sale.
If people feel a sense of urgency about your offer, then you have accomplished your goal.
- Invoke positive emotions around your button
Some marketers ask people not to click on their CTA button because it causes a negative emotion.
You want to make people feel positive emotions so that they are more likely to accept your offer.
People are more likely to remember negative emotions than positive ones, but positive emotions will increase trust and result in more sales.
If your content causes positive emotions like laughter or awe, it will be more likely to go viral on social media.
If your CTA copy contains the phrase “get started,” it will make people feel optimistic and ready for action, eliminating any objections they may have.
- Place your CTA button in the strongest position with visitor recording
If your site isn’t user-friendly, people will leave. You should optimize for both mobile and desktop devices, as your ideal customers use both.
A responsive web page is one that is easy to navigate on a mobile device. The text is easy to read, and the content is engaging, leading the user into a sales funnel.
But you need visitor recording to be able to identify the user’s movement and how they interact on your site.
Essentially, visitor recording enables you to see how users interact with your site, what actions they take, and where they drop off. This information can be invaluable in identifying areas of your site that need improvement in order to increase conversion rates.
Your CTA button will get more clicks if you place it either at the beginning or end of a website, or in a location where people are most engaged. For the best results, find out what activities people are most engaged in and place the button in that area.
- Use the “Try It Free for [TIME]” formula
CTAs that use the word “try” or “trial” are more effective because they imply little or no risk.
This formula is more effective for a downloadable product or SaaS because you’re providing people with the chance to see how the product works and to use it for free.
What are the best call-to-action examples?
This is a list of seven great call-to-action examples from podcasters, musicians, book authors, coaches, speakers, and consultants. Use them to get inspiration for your own landing page.
If you want to improve your landing page, take a look at these examples of effective call-to-actions. You can learn why they work and how to implement them into your own page.
- Get episode 1’s course guide free (episode-specific)
You can turn your podcast listeners or video viewers into email subscribers by offering them free downloads that are specific to each episode.
Use a more specific call-to-action button than “Download.” For example, if you are offering a free resource mentioned in the first episode, use a button that says “Download free resource.” This will help convince visitors they are in the right place after watching or listening to the episode.
- Send it my way! (spark enthusiasm)
Calls to action that are enthusiastic are powerful. They get your visitors invested in the success they’ll see thanks to your emails.
This is important because if a new subscriber uses your freebie and sees results, they will trust you for future resources.
A Musical Mom is promoting a printable activity book to go along with her beginner music course. The call to action is “Send it my way!”
This CTA can be more effective by including some action-oriented language that is consistent with how your target audience speaks. Adding exclamation marks to your CTA can also be helpful if it is appropriate for your audience.
- Download music pack (be crystal clear)
The best CTA is clear and concise, leaving no room for confusion.
Matt Everett, a music composer, achieved success with his landing page and its CTA by explains what is included in the download in great detail, including information about licensing. He then employs a effective “Download music pack” CTA.
With this clear CTA, visitors won’t be left hanging with questions like:
- Will I have to stream these tracks?
- Is it just one track?
- What happens after I sign up?
Three simple call to action words answer all these questions at once.
- I want to hear it now (get in their mind)
You will often find calls to action written in the first person on musicians’ websites. William Chernoff, a Canadian jazz bassist and composer, features this on his homepage.
The text is talking about how the “I want to hear it now” CTA is a great addition to an opt-in form for an upcoming release that isn’t public yet. It’s inviting people to join a musician’s group of die-hard fans and to hear their work before almost anyone else does.
The text is saying that the phrase “I want” makes the desire for something stronger, “to hear” makes it more real, and “now” makes it more immediate.
- Send me updates! (get them excited)
If you have not started your project, it does not mean that you cannot start building your email list yet.
A well-designed landing page can help you build momentum and gain early subscribers. This is exactly what Freelance Bold, a project for freelance writers, did using a “coming soon” landing page with an effective call-to-action.
The call-to-action can help you communicate the nature of the emails that will follow. Instead of “Send me updates,” you could also use:
- “I want to hear what’s coming”
- “Send me the news”
- “I want to receive updates”
- “Let me know when it’s launched”
By sharing what you’re working on with your audience and building excitement around it, you’re more likely to launch your project successfully.
- Join our waiting list today (imply there’s demand)
Here is a way to create curiosity and interest around your upcoming launch: use a call-to-action to get people to join a waiting list.
Amy Hallberg of Courageous Wordsmith launched her membership with great success.
The reason this call-to-action is effective is because it creates a sense of urgency or need for the product. This technique can be used for products with a limited time frame, such as a new product launch, or for something that is ongoing, like a book or podcast release.
By using this CTA, you’ll be able to attract potential customers that you can nurture and turn into subscribers who will be excited for your offer on launch day.
- Get your free guidebook (make it a personal experience)
Your free downloads can be used by more than one subscriber, but you can use your call-to-action to make them feel special and personal.
Sarah Moon, the founder of a website design company SM+Co, used the “Get your free guidebook” CTA to increase website visitors.
Call to action statements like “get your freebie” or “sign up for our newsletter” help to turn the email opt-in experience into a one-on-one conversation. This helps to build trust with future subscribers and makes them feel welcome, heard, and understood.