Are you tired of waiting for conversions from your landing page? You could be among those who are having difficulty with their call to action button. Many marketers find it difficult to design a call to action button that yields quantifiable results. Even though they can get every element just right, they frequently omit the most crucial one due to the small space it takes up on the landing page.
Though it is a tiny element and many marketers might not pay as much attention, this tiny button on the landing page is a game changer. And to assist you with this crucial component, we’ll outline the 15 best methods for using your call to action button to get the best results. But first, let’s understand it in more detail.
A link or a button that can be clicked to prompt visitors to perform a particular action is known as a call to action (CTA). With each click, your visitors move a step closer to becoming leads. Depending on the goal of the landing page, this could involve making a purchase, signing up for a free trial, downloading samples, or other actions.
Words like sign up now, request a demo, buy now and get free ebook are most commonly used in the call to action button.
Call to action buttons are your most important tool for encouraging prospects to perform a certain action that inches them closer to conversion, which is the ultimate goal of marketing. It is the quickest way for visitors to become potential customers.
Although it may be tempting to focus all your efforts on designing the ideal product. But even the most ground-breaking item won’t sell itself, so the right marketing is all you’ll need. When it comes to digital advertising, a call to action is the single most significant component of conversion-focused marketing campaigns, which is crucial for generating revenue.
Being a small part of the landing page or your online advertising, the call to action button is an element that many marketers often overlook. After putting efforts into designing landing pages marketers tend to use commonly used and boring CTAs, or miss out on the right call to action button design, assuming that they will work well for them.
Without a strong CTA, visitors’ attention will be immediately diverted as they have numerous other options. Therefore, a strong CTA is an essential component that can aid your multiple objectives-from awareness to purchase, from lead generation to increasing sales. The right CTA works wonders for businesses.
So, how do you create a compelling call to action button? We’ll show you the 15 best approaches. But before we dive into that, you need answers to these two basic questions.
You must first establish your ultimate goal. What do you want visitors to do when they land on your page? Do you want them to share their email? Or do you want them to buy something?
Whatever your goal is, it should be brief and to the point. If you bombard visitors with a lot of information and options, they will become overwhelmed and most likely bounce back from the page. Knowing your goal will help you focus on creating a compelling CTA. If you know exactly what you want your visitors to do, the CTA will reflect that.
Before you can build a landing page that converts well, you must first comprehend your audience. What will they be looking for once they see your advertisement? What are their needs, wants, fears, or other needs?
Remember, the easier you make it for them, the more likely they will convert. Once you thoroughly understand them, all that is left to do is focus your marketing efforts on creating an effective call to action button.
Although a call to action button will vary from business to business but depending on the goals of the marketing campaign; some general guidelines can be applied to all.
Let’s start now!
You know what you’re offering. You’ve built up an image in your visitors’ minds of what they can expect if they click on your CTA, but it’s only worthwhile if you match the intent of the CTA with the intent of the landing page. Remember, the right call to action button will convert.
Keeping your end goal and target audience in mind is one of the best ways to keep the intent consistent throughout. If you offer a “free trial” to a user unfamiliar with your products, it is crucial to provide ample information about the services on the landing page to generate curiosity.
Before you choose the final call to action button, consider where your audience is in the marketing funnel and the purpose of your landing page.
Purply’s CTA highlights a try-for-free offer, which works exceptionally well. It is important because the services may be new to the market, and the offer will assist prospects in learning more about it. The CTA is intended to generate top-of-funnel leads; furthermore, the “try it out” directional cue increases its effectiveness.
Call to action button colors are critical, and it’s the first thing that catches your visitor’s attention, so it needs to be visually appealing. Before finalizing, consider your brand’s color, hue, and color contrast. It is estimated that color influences up to 90% of our purchasing decisions; therefore, you must select the best color for a call to action button.
For example, Groundfloor’s Landing Page CTA. The green “Get started” on invest ground floor landing page contrasts nicely with its surroundings while still looking good amongst the site’s branded elements. Green, red, or any other bright color is a good choice for call to action button colors.
In most cases, the deciding factor whether a user will or will not click through are the words used in the call to action button. Keep a few things in mind when choosing your wording.
To begin, ensure the text in your CTA button is easy to read and understand. Although ambiguous or high vocabulary CTA wordings may be appealing, technical jargons are not something that every visitor understands well. Simple wording is the best way to go.
Next, ensure the wording is short but not too short. Your visitors should know exactly what they’re clicking on.
Find suitable words in various languages, just in case your landing page needs to be translated.
If you can, use action-oriented words, as they will be more appealing to your audience.
For example, A UK based company has utilised a call to action button text that complements the headline. Most visitors will be curious about their eligibility criteria. Making a test surrounding it and a CTA to point towards it helps prospects who want to learn more.
You must ensure that the letters and whitespace surrounding your CTA button are balanced. Better spacing and placement are the most effective ways to make your CTA stand out and be noticed. Look at the whitespaces and overall presentation as you work on your call to action button design to determine whether it is eye-catching or not.
Consider the promotional landing page of ZiAAS. As visitors scroll down the page, the call to action button appears in the white spaces and after different sections of the landing page. The space around each CTA is adequate, making it easy for users to locate and click on them.
Nothing is more intriguing than a CTA that speaks and inspires marketers’ creativity. Your CTA does not always have to be a boring text or dull button. It can shake, bounce, contain animations, or any other element that adds interactivity. You can also use directional cues to draw attention to your call to action button.
For example, on the Perfect Smile landing page, the bouncing message above the CTA indicates savings, and the CTA copy shows transparency by stating the product’s. Such effect helps in catching user attention and delivering crucial info tot them.
If animations and moving elements do not fit with the theme of your landing page, a neat, simple arrow pointing toward your CTA button can work nicely. In the same way that it has for Anatomic Guide.
The placement of the CTA button can take time and effort. To begin, you can keep it simple by placing the CTA at each fold of the landing page. The final conversion action becomes clear to the visitor through repeated messaging.
The way Cocard has placed the CTA after each fold sends out a repeated message of saving money, leaving space for users to consider the CTA after each new piece of information is delivered.
Another good example is the DOOR3 landing page, and we can see that there are three CTAs on it.
“Get in Touch,” “Let’s Talk,” and “Speak to a Specialist” are great different options. They are all designed to entice visitors to take one specific action: contact the company. It’s a unique way to send a repeat message to prospects while keeping the CTA copies fresh at each fold.
Will you click the call to action text if it appears on a landing page in place of the button? Perhaps you won’t even notice that it is there. A button is required for a call to action. You also need to pay attention to your call to action button design.
Opting for an oval, rectangular, or any other shape that matches the overall design of your landing page will make the CTA button clickable.
Statistics state that more than 79% of smartphone users have used mobile devices to make purchases and 40% of users who encounter a bad mobile experience switch to competitors.
These figures demonstrate the significance of mobile-friendly landing pages. Not only should your landing page be mobile-friendly, but so should your call to action button design.
What works for desktop users may not work for mobile users regarding online advertising. It should be adaptable depending on the device used to access the landing page.
Your Family Home Buyer’s shrinking CTA button is an excellent example of the right type of landing page that works well on both desktop and mobile.
Often, landing page visitors are persuaded by your offerings but are not yet ready to make that final purchase or sign up for that final subscription. In such cases, a dual call to action button can be an excellent way to increase conversions.
If the visitors are not persuaded to make the final purchase, you can at least convert them into leads by including additional CTAs such as “Learn more” or “Join the community of marketers.” Statistics state long layout landing pages with multiple CTA placements can produce more leads than those with a single CTA above the fold, making this an effective strategy for your call to action button designing.
Looking at the example above, the first CTA is appropriate for people already in the marketing funnel. They are already sold on your product and may make the final purchase.
And the second CTA is an excellent way to pique the visitor’s interest. They might click on the second one to learn more about the Imperial Capital, eventually becoming a quality lead.
When designing a landing page for a user’s buying journey, you must consider more than just how a user will navigate from one page to the next. You must think about how and where they will stop as they navigate from the top to the bottom of the page.
There are numerous patterns with which people scan text. For instance, one of the most widespread reading patterns is the F-pattern. You can position your buttons in your visitors’ line of sight by anticipating where their eyes will travel on the page.
Additionally, headers and images gather attention immediately. You can place your CTA button around them to get visitors to think about your offer.
For example, when you visit Pilot’s landing page, the first fold prominently displays the call to action button. The precise wording and the arrow pointing to it draw attention to it. And as you scroll down, you’ll notice CTA buttons with different wordings right at the bottom of the fold, grabbing your attention and compelling you to click on them.
Ensure the visitor receives precisely what you promised when they click the call to action button. If you provide more details or information, visitors might get bored and stop reading, which would raise your bounce rate. As CTAs always point towards an action, always ensure that visitors get to the right page or form to complete the action after clicking the CTA.
For example, the “book now” CTA on Leah Pearlman’s landing page takes users to an appointment scheduling page where they can easily schedule the desired appointment.
At any point in your call to action button design, you must not forget that visitors’ time is limited and they will be only there on your page for seconds or minutes. One of the best ways to make a call to action button serve its purpose is by creating a sense of urgency in users.
Use phrases like “limited time offer” or “get today’s deals” to encourage visitors to take the desired action.
Because of the limited seat option along with the register CTA button on the landing page, interested prospects are most likely to register as they might feel compelled to do so due to urgency.
In some cases, including an additional line alongside the call to action button can help increase its effectiveness. It is an excellent method for filtering leads and sending a clear message about your offer.
For example in the above landing page, the policies stating 6.70 pounds per month and the get my quote now button convey to visitors that the rates begin at 6.70. Anyone who thinks this is within their price range will be eager to click the CTA button, increasing your conversion rate.
You want your reader to feel in control of the process, whether you’re asking them to buy something, share personal information, or learn more about your company. The first-person language emphasizes that it is their choice whether or not to click.
If you look at Optionality Trading the call to action button says, “Text me the app.” This immediately establishes a personal connection with landing page visitors and sends the message that they are in charge.
Heatmaps are ideal for determining whether your CTAs are in the appropriate location because they show you where most of your visitors are engaging. In the beginning, you can use the two most widely used heat maps to establish the right placement for your CTA button.
- Overlay Report It displays the number of clicks on an element with a plus sign next to it. You can see which elements users are clicking on and which should be removed. For example, in the below overlay report, we can see that the CTA button has 16 clicks. The 0.8% represents the share of CTA clicks from the total number of clicks a landing page received.
- Scroll maps
This displays the most visited area of your landing page and the amount of scrolling each visitor has done. You can find out what the visitors are interested in, the ideal length of the landing page, and other metrics to help you position your call to action button so that it catches the visitors’ eyes and leads to conversion.
You must make it as simple and engaging as possible for your visitors to convert. The call to action button is a major component of every marketing campaign. It is a crucial indicator of how well your landing page and, ultimately, your company are performing.
From the call to action buttons to the landing page copy, Apexure can assist you in creating conversion-focused landing pages. With the perfect concoction of elements specially chosen for specific target markets, we support brands and their marketing goals through excellent landing pages. Contact us today!
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Founder & CEO of Apexure, Waseem worked in London’s Financial Industry. He has worked on trading floors in BNP Paribas and Trafigura, developing complex business systems. Waseem loves working with Startups and combines data and design to create improved User Experiences. Read more
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