At the bottom of your sales funnel is the ‘call to action’ (CTA).
This could be a button urging a site user to buy your product or to signup for an account. It may also be something more simple – a form to make an enquiry, a phone number to call or options to connect on social media.
Whatever your call to action is, here are three easy ways to optimise the call-to-action on your website:
1. Don’t be vague
When giving instructions to a visitor, always be explicit about what you want them to do.
So for example, if you’ve created a form for a newsletter, don’t use wording as vague as “Submit” for the confirmation button, try to be as descriptive as possible – “Subscribe to our newsletter!”.
It’s also important to keep things as simple as possible, so the visitors expectations are clear. A visitor should never be wondering what will happen if they click a button. Instead of “sign up!” you can try “Start your free 30-day trial!”.
2. Make users feel comfortable
If you want a user to convert into a paying customer, you must remember that any on-line transaction always comes with some natural resistance.
Even in 2015 some customers are still uncomfortable about entering their credit card information or even giving you their email address. Due to some unscrupulous people, there is always a fear of being ripped off, spammed or scammed. You must do everything you can do overcome these fears.
Your job here is to ‘reduce friction’. Emphasising that there is no risk is the key here.
If you’re wanting a user to sign up to your free mailing list, add the word “free” to the call-to-action (as long as it really is free). Alternatively, add smaller supporting text to put the users mind at rest, “no credit card required, cancel any time.” If you’re selling a product offering a money-back guarantee is also a great idea.
Making the user feel secure is vitally important, as it helps them trust you and your brand. A lot of people have a very real fear of their details falling into the wrong hands. If you have security measures in place on your site (like an SSL certificate), make sure the users are aware of them, as it helps put their minds at rest.
3. Make them stand out
Your call-to-actions should always stand out on the page and the easiest way to do this is by giving them their own unique colour. To ensure maximum visibility, the CTA buttons should be the only element on the page using that colour.
It’s also important to maintain consistency throughout the site.
Keep the CTA button the same colour and size on each page, this makes the user aware of the way your site works. After browsing several pages, when they are ready to take action, they know what they should be looking for.
We will be discussing Calls to Action in more detail in the next few weeks so keep an eye out for the post.