Editor´s note: This is a guest post by Tommy Stone, a affiliate manager at Template Monster
Many of those who strive for high profits are dreaming of only one word – conversion. It sounds like music as it promises high revenues from your online presence. Google Analytics defines a conversion as “the completion of an activity that is important to the success of your business”. So, for one website a sign-up for a newsletter is a conversion (a Goal conversion), for another website, it’s a purchase (an E-commerce conversion). No matter, what type of conversion you adhere to, it’s important that you built the right strategy to reach high conversion rates. You can read more about the ways to improve your conversion rate here.
There are many factors that play a role in your site’s conversion rate. To increase conversions, you may optimize the layout of your website and make sure that the content that triggers conversions is above the fold, you may create a powerful landing page, offer various payment options, and much more. However, the most effective conversion-generating element of your website is call-to-action buttons.
Call-to-action buttons (CTA buttons) are the buttons that generate a conversion after being clicked. CTA buttons may vary in style and size, depending on their goal and your website style. The common examples of CTA buttons that you’ve seen hundred times are Add-to-Cart buttons, Sign Up for a Newsletter buttons, etc.
Although call-to-actions buttons are not an informative element of your website, they are the most effective element to motivate your visitors do what you want them to do. An effective CTA button catches attention, triggers emotions and encourages website visitors to click. However, with call-to-action buttons that’s not that simple. If you need them be effective (what you definitely do), you should follow the tips that concern button wording, color, shape and placement.
In this article, I will share with you some simple tweaks that can turn your website’s CTA buttons into a powerful conversion booster. I’ll cover the following aspects:
- CTA Button Wording
- Call-To-Action Buttons Coloring
- CTA Button Shape
- Button Placement
CTA Button Wording
The text of the button is just a couple of words. Often this is 2-3 words on one line, rarely – two lines of text. However, the importance of these words should never be underestimated, as they bring you money.
A CTA button should clearly state the action that visitors make when they click it. Possible actions are: buy, subscribe, download, apply for, win, etc. The words that you write should trigger emotional response, the expectation of a benefit that the visitors want to get.
First of all, the text of the button should be action-oriented. You should avoid boring words, such as “submit” and “enter”. Better substitute them with something like “get,” “reserve,” and “try.” Secondly, your action words should be followed by specific text related to your offer. So, the recipe of a conversion-generating button is: “action verb” + “offer-related text”. If you follow this mold, you’ll get button texts like:
- Try 14-Day Free Trial
- Reserve Your Room
- Download Free E-book
Statistics shows that messages containing call-to-action buttons result in the 2.5 times higher conversion. They convert, meaning they bring revenues. Still, different audiences react to different triggers, so to different call-to-action texts. When wording the call-to-action text, you should keep in mind the audience you appeal to. Here are some basic audience-oriented tips:
- Start phrases with “Get…” if the main motivation of your audience is to obtain some value from you;
- Enhance the button text with “See…” or “View…” if your audience is motivated to check out what you offer by curiosity;
- If you target the audience that is thirsty for knowledge, use the “Read…” and “Learn…” starting phrases.
- Use the straightforward “Buy…” phrase if you want to appeal to the audience with the intention to buy the product you offer.
Let’s see how this works on a couple of examples:
A smart way of making your call-to-action buttons easy perceptible is using signs, such as cart sign, arrows, stars, hearts and smiles. The latter appeals to visitor’s emotions and are more likely to elicit a response. You can use a sign to substitute a part of the button text or turn the whole button text into a sing. I recommend that for this you use iconic fonts, such as FontAwesome 4.7.0.
To enhance the motivating power of call-to-action buttons, you can add “Now” to the text. Constructing a sense of urgency in your CTA buttons can yield response rates that are really impressive. For the same purpose use “Today”, “Right now”, etc
One more magic word for CTA buttons is “Free…”. If you offer something free of charge, do not forget to emphasize this. People like getting things free, and if this brings you conversions, then, this is a win-win situation.
One more tip: pay attention to the text that precedes a CTA button. You need to prepare people for conversion, give them the reasons to take the desired action, let them know the benefits of it. Even the basic CTA buttons like “Read More” need the preceding text to be the one that makes people want to read more. The pre-CTA-button text also plays a role in conversion, so, here are a couple of tips for you that help you make it more compelling:
- Appeal to the needs of your audience.
- Show reasons for taking action.
- Emphasize the beneficial results of the action.
- Make sure visitors know what they’ll get after pressing the button.
Call-To-Action Buttons Coloring
Coloring of the CTA button also plays a significant role in its ability to generate conversions. There is no universal rule what colors are the most successful ones. There are three factors to take into consideration:
- Mind your audience: gender, age, social status, etc. For instance, females prefer warm colors, such as red, orange, pink, etc. Males go for shades of blue and green. Use bright colors for CTA buttons if your website targets youth.
Here is an example of a CTA button that targets female auditory:
- Mind the contrast. CTA buttons should catch attention and differ from what’s around them. The button color should contrast with the background to ensure button’s high visibility.
- Keep your button in line with design. If you do not want to go for a contrasting color, then, the best option for you is adopting the main template color as a call-to-action button color. The buttons that are consistent with the overall website design are not so nagging.
CTA Button Shape
One more tip of how to make your CTA button more effective, is to give it an unusual shape. The buttons of creative shapes go in line with modern geometric web design trend, and not only attract visitor’s attention, but positively impact the overall design of your website. If you want to appear a bit more creative with your website, then, giving your CTA buttons an unconventional shape is a right decision.
Where to place the CTA button to get the maximum out of it? This is actually one of the most important questions. Actually, there is no one universal rule. The most bulletproof way to learn, which placement is the best in your particular case, is to run the A/B testing of the button placement. Here are some general tips that you may find useful:
- One of the well-acknowledged practices is to use at least 2 call-to-action buttons in the text of your offer. Place one button in the beginning, right after the introduction, and the second one in the end. In this case, you let the people see the offer (which motivates them to learn more about it) and you reinstate the offer after providing all the essential information about it. This approach will work for a page centering around a single conversion, for instance for a landing page.
- The second important tip is placing the button above the fold. The buttons above the fold target the audience that is seeking the desired conversion. For example, if someone enters your website to buy the item you sell, they see the button that offers this right away, by this they can save their time. Moreover, the content that’s above the fold receives the biggest amount of attention from website visitors. They may not scroll down to the bottom of the page, but they’ll unescapably see what’s in its first rows.
- If you have an input field, where visitors should provide some information about themselves prior to pressing the button, the smartest button placement is in the same line, right after the input field. In this way, it becomes clear that to complete the desired action, visitors first should provide the required information and press the button right away. This will be applicable to newsletter subscription forms and here is an example:
Wrapping up, I should say that the CTA button is a final step of people towards conversion that is why it often plays a decisive role. That is why you should pay a lot of attention to CTA button’s wording, color, shape and position. Keep the text simple, short and urgent. Use contrasting colors that fit your corporate style and identity. Experiment with unusual shapes, as they are a bulletproof way to attract attention. Place the CTA button twice for a page that targets one conversion or above the fold. All this will alert users and motivate them to take the desired action.
I hope that you find these tips and examples useful, and they will help you attain the desired conversion rates for your website. All the examples were kindly provided by TemplateMonster team. You can check the collection of their top-notch WordPress themes to experience the true template greatness.
If you have any questions, feel free to ask them in the comments section. If you have more useful tips for high converting CTA buttons, feel free to share them in the comments section as well. This will be much appreciated!
As a bonus, I want to share an e-book “Make Your First $500 Online” with you that is loaded with helpful tips and tricks. You can download it here.
Author´s Bio: This is a guest post by Tommy Stone, a affiliate manager at Template Monster.