Call-to-action buttons are an important part of your website. Also known as CTAs, call-to-action buttons guide users towards a goal you set. As the name suggests, call-to-action buttons are a part of your eCommerce website design that encourages your viewers to take action with your website.
As you navigate your marketing strategy, you should identify what actions you need your viewers to take to bring you closer to your business goals. Once you’ve identified these, you can start to implement effective call-to-action buttons into your website to enhance your business over time.
When it comes to CTAs, you’ve got options! They can vary in size, style, color, and content. Your calls-to-action should compliment the style of your website and bring your viewers towards the goal conversions you are looking to achieve. CTA buttons are done right encourage your web visitors to click and complete conversion, meeting the business goals you specify when creating your marketing strategy.
If you want higher conversions and better click-through rates, use these call-to-action best practices to reach your goals and beyond!
Call-To-Action Best Practices to Implement in 2019:
From add to cart buttons to subscribe and call now, CTAs encourage your visitors to take action! Implement these CTA tactics into your website and landing pages in 2019 for better results.
1. Create Content That Encourages Action:
CTA buttons are meant to grab the attention of your viewers fast! That’s why you need to use engaging text that draws your viewers in. Gone are the days of using boring phrases like “sign up now” and “submit my information.” Your buttons should feature action-packed sayings that create a sense of urgency. Try phrases like “grab my spot” or “get my free download.”
2.Color Your Path to Success
Color, color, color! You might not think you should put a lot of thought into this part of your CTA buttons, but it’s crucial! There is a whole psychology of color, especially when it comes to engagement and conversions. The color of your call-to-action buttons matters. That’s why you need to carefully pick your colors before you launch your website or landing pages. When it comes to CTAs, green and orange are the highest converting button colors. But keep in mind the color scheme of your website as well. You never want to choose a CTA button color that will clash with your website or keep your buttons from standing out.
3.Choose the Right Shape
When it comes to call-to-action buttons, shape plays a role as well! Whether you choose rounded edges or solid squares, your shapes should flow with the overall feel of your website. When choosing the right shape, it really has to do with what works best for your website image.
4.Make Your Text Stand Out
Once you’ve got the right content, you need to make sure your text stands out! CTA buttons need to be big enough to see without overwhelming your website. You don’t want them to look ridiculous, but you want to make sure they can easily and effectively draw your viewers attention. Believe it or not, overwhelming and large text can intimidate your viewers. It can make them feel trapped or pushed. Talk to your eCommerce website designer about the right fit for your website.
5.Keep It Short
As we touched upon earlier, your content needs to be engaging and actionable, but it also needs to be to the point. Don’t let your buttons go on and on. Find a way to say what you need to say in one to three words or a short statement.
6.Speak in the First Person
Studies have shown that a simple tweak in your use of the language can drastically increase engagement levels. Instead of saying “save your spot” that uses the second person, switch to the first person. By saying “save my spot” instead, you are putting yourself in your viewers’ shoes and they are more likely to click that button and own it!
7.Create a Sense of Urgency
We touched on this briefly when discussing the psychology of color, but creating a sense of urgency is huge when it comes to CTA conversions. When you create a sense of urgency, your viewers will take less time to think and contemplate taking action. Using phrases like “today only” or “limited spots left” can trigger your viewer’s mind to grab it while it lasts. Even adding the word now to your call-to-action buttons can eliminate the “think about it” process and help you avoid cart abandonment.
8.Rise to the Top
When it comes to call-to-action placement, keep it above the fold! Anything lower runs the risk of your viewers missing the message.
9.Follow a Hierarchy System
When it comes to call-to-action buttons, your pages may have more than one. It’s normal to have a main CTA and other buttons throughout your page that call for different actions. While it’s fine to have more than one, make sure the most important CTA stands out the most. Try different tactics like making less important CTA buttons smaller than the main. If other buttons aren’t necessarily calls-to-action, use a grey scale button instead. Your main CTA should clearly stand out against the rest.
10.Create Value for Your Viewers
Sometimes the key to enticing action from your viewers is to create value with what you are asking them to do. “Download My Free eBook” or “Reserve My Free Spot” can be much more attractive to viewers because they feel that giving their information brings them a return. When you create value with your CTAs, your viewers will be more likely to click.
11.Use Fun Graphics
There are tons of graphics out there that you can add to your CTA buttons. Small arrows are an example of a graphic that can positively affect your click-through-rates. Graphics aren’t just fun, but they also draw the viewer’s eye even more towards your CTA. Just make sure you’re graphic matches what your asking.
12.Add Bonus Text When Appropriate
Yeah, yeah, we just go through telling you to keep it short! But, in some cases, you may want to consider adding an extra line of information. This is a best practice for free trial buttons. It’s a great way to be upfront about what a user can expect once the trial has expired. When viewers see that you are transparent, it will encourage them to go ahead and trust your business. An example of bonus text for free trial buttons is “Then Plans Start at $29.99/month.” In addition to bonus text within your CTA button, you can add text below the button. This text is often referred to as a click trigger. Things like “No Credit Card Required” or “No Commitment” are great examples.
13.Do an A/B Test with Your Cart Buttons
A/B tests are extremely beneficial to eCommerce sites when it comes to cart buttons. Sometimes it takes the smallest adjustment with your cart button to drastically change conversion rates. Try separate landing pages to test. One should have a CTA that says something like “Purchase Now,” and another should have “Checkout with PayPal.” This can help you see what options your typical user prefers. It’s a great way to see what incentives your viewers need to convert to customers.
14.Don’t Offer Too Many Options
Although it’s great to have options, overdoing it can confuse your viewers. It can also overwhelm them. When you present too many options, the typical user may find it difficult to make a choice. When that happens, they usually just walk away. You can still offer a couple of choice without making your viewer’s mind explode. Even if you do offer several options, there are ways to alleviate the stress on your viewers as they try to make a decision. Pick which option you feel is the best and make that button bigger. Then list the other options in different colors and sizes from the main button. This will gently guide your users to take the action you prefer while making them feel as though they still have options and the ability to make their own decisions.
15.Take Advantage of White Space
While too much white space is a downfall, using white space the right way can be a great advantage for your website. CTA buttons tend to function better when they have a healthy amount of white space surrounding them. This helps direct the users’ attention and allows your button to stand out!
16.Test, Test, and Test Again
We can’t stress this practice enough! Test the buttons like it’s your job! This is so vital to your online success! A/B testing helps you identify what works and what doesn’t. Even the smallest changes from A/B testing results can lead to a huge impact. Test for placement. Test for color. Test for the style. Test for content. Test for anything you can think of and then test again! You should also be periodically testing for functionality to make sure your buttons are always working the way they should be.
So, there you have it! These best practices for effective call-to-action buttons in 2019 will make a big impact on your conversion rates and overall business results. If you want higher conversions and better click-through-rates, talk to your eCommerce consultant about implementing some of these changes to your CTA buttons ASAP! Better CTA buttons mean better results and that will bring you closer to your business goals.</br>
For a free analysis or to discuss improving your call-to-action buttons, get in touch!