Today we’re discussing something that all of us have participated in at some point, and probably many times. We’re talking about a call-to-action (CTA). We see them all the time on websites, at least the ones that are designed well. They probably look something like this:
A call-to-action is simply a phrase that invites someone to take an action. And every page on your site should have at least one. You want to get people to your website for a purpose. What is that purpose? Perhaps there are multiple different actions that a visitor to your site can take, depending on the page they’re on. It should be easy for people to see, understand, and take these actions.
A call-to-action doesn’t have to be in the form of a button, but it often times is. The reason for that is that buttons were made to be clicked. We know that, and ever since we were little kids we’ve wanted to be the one to press the button. We know that button do things. When pressed they make things happen. The nature of a button is normally inviting, and pressing it brings some sort of satisfaction that we have accomplished something. It’s human psychology. Marketers and advertisers know this, and it’s why most of the time the desired action is represented by a colorful button with an inviting phrase instead of just a normal text link. Think about it. How many times have you seen a big bright button with a call-to-action next to a little plain text link that says “No Thanks” to decline whatever they are offering you? If you have spent more than two minutes online in the last 10 years, you’ve probably run across this many times.
Study after study has been done to measure the effects of well placed and well designed CTA’s. In every case, they increase the conversion rate (percentage of people who take the desired action). The exact details differ in every situation, but you should follow these 3 steps:
- Make it easy to see. Don’t make them scroll or have to look for the button or form. Have it be in plain sight. This includes making it look good and stand out. Make the button a brighter color that goes with the color scheme of the page. One thing to remember here is to test it out on a mobile device. Hopefully your site is responsive, or you have a mobile version of your site. Make sure that when you site is pulled up on a mobile device, that the call to action button is prominent and appearing correctly.
- Have it be the sensible choice. Surround it with information and selling points that make taking the action the only logical next step.
- Make the call-to-action phrase highlight what they get out of taking action. If this won’t fit on the button itself, just above or beside it you can put a phrase and/or image that refers to how they benefit from that action.
Lastly, we would encourage you to implement a CTA onto every page on your site. Every page should be encourage people to take an action of some sort. If not, then why does that page exist? Why does your entire site exist? Look at top competitors and even other top notch sites that aren’t in your industry. See how they implement these things, and get ideas for yourself. It’ll pay off, literally.
As always, if you have any questions regarding this or other digital marketing topic, let us know. We’re always happy to help in any way we can.