How do we direct customers exactly where we want them? A Call to Action (CTA) is a clickable button designed to encourage users to perform a given action.
Take a look at these examples: “Start a free trial” (Netflix), “Sign up” (Dropbox), or “Join Prime” (Amazon).
The main goal of CTAs is to create a link between the content of a website and a landing page, showcasing compelling offers for the user. This is why they are unavoidable.
Here are seven tips for creating CTAs that convert
- Let’s get started. Don’t forget to define 1) the target audience and 2) the actions you want them to take. Do you want new visitors to download an e-book? Do you want them to subscribe to your free service? Do you want to contact old customers to encourage them to buy a new product? Have you launched a promotion and want the user to call you?
- Clear wording. Once you have defined the audience, focus on the CTA. If you want to earn extra points, think about a direct, original, and emotionally appealing message. You could use expressions such as “Get 50% off”, or create a sense of urgency, such as “limited stock” highlighting time-limited offers.
- Straight-to-the-point. To encourage users to click on the CTA button, your message has to be simple, i.e., “Sign up,” “Start now,” “Join us.”
Putting too many CTAs on the same page can be counterproductive. If you need two CTAs on your website, use a larger font size or a color that attracts more attention towards the primary CTA.
- Imperative mood. CTAs encourage the user to perform a specific action. The imperative mood helps to convey the sense of action, such as “Buy”, “Register”, “Call”, “Download”.
- In the right place. By locating the CTA in the right place, the number of clicks increases. Placing the CTA button at the top of the page before offering any other information is definitely the wrong choice! It is more logical to inform the visitor about the product/service and place the relevant CTA afterward.
- Create and amaze. Highlight your CTA with an appealing verb or sentence. Place it in context consistently, using shapes and colors that emphasize the button, thus fine-tuning the design and style of your brand accordingly.
- The thumb zone. A study by researcher Steven Hoober revealed 67% of users hold their smartphone with the right hand, using their thumb as their preferred finger.
Is your website designed for this type of browsing? Are the buttons big enough?
According to the study conducted by the Touch Lab of the Massachusetts Institute of Technology, any clickable element must measure at least 10 mm x 10 mm. So are your CTAs thumb-friendly, thus helping to make the user experience more enjoyable, or not?