When you ask someone to do something online, they have to go through your call-to-action to do it.
The CTA is the key to converting a visitor.
If someone chooses not to click your CTA, they bounce. This makes the CTA button so important.
Do you want visitors to start filling out that form, buying your product, or clicking through to another important page?
You need to create the perfect CTA to achieve that.
Without the perfect CTA, you’ll lose a lot of potential sales.
So, where do you start from?
Test The Button Copy
Evernote uses a very simple CTA button.
It says “Sign Up For Free.”
This is a company that is worth $1 billion according to various reports.
It’s a little bit surprising to me that even Dropbox uses the same copy on their CTA.
Square’s CTA copy is pretty simple: “Get Started.”
These CTAs are effective. No doubt about that.
But the problem is that these words are generic.
Web users see them everywhere on the web.
They won’t really generate more conversions.
In fact, they could hurt conversions.
The fact that these big companies are using them doesn’t mean it will work for you.
Words like “Sign Up,” “Get Started,” and “Buy Now” are nothing new. We see them in the offline world too. They rarely influence us to buy.
Your CTA should be unique, relevant and conveys value.
For example, Akismet is all about spam protection.
Their software protects your blog from comment spam.
Their CTA copy states the same thing they do.
I’m very impressed with the CTA copy of OH! Media.
Their CTA: “Let’s build something together” is unique and relevant.
Plugin Group is another perfect example of a website that uses a CTA copy that is unique and relevant to its services.
The company is a marketing agency that partners with other marketing firms.
Their CTA conveys value to potential clients.
Instead of using generic CTAs like “Contact us” or “Get Started,” they are using a benefit-oriented copy which is “Empower Your Agency. Get Started Now!”
Test Button Color
Everything in our world is made up of colors.
Look everywhere right now. I’m sure you see things made with colors.
Certain colors can lift you up. Some colors can bring you down.
Colors affect the way prospects view and react towards your offers.
The color of your CTA button is very important.
With the right color, you can boost sales.
Red is a popular color. Many websites use it as their CTA button.
This is because color Red stands out on most pages.
It invokes passion, excitement, and urgency.
For example, ConversionXL, a marketing blog about conversions uses color red for their CTA buttons.
See how color red stood out on the page:
Anyone would see that call-to-action button.
Green is another color that is good for CTA buttons.
Color green is calming. It is related to peace, psychology, environment and wealth.
It may be mentally easier for your visitors to click green than other colors.
Kickstarter uses color green for its CTA buttons.
It works for them.
If people are going to donate, they need a color that will make it mentally easy. And green does just that.
Orange and Yellow are also very common.
Orange is exciting and warm.
Most individuals will associate it with warmth from the sun.
This warmth, in turn, leads to people taking action.
Amazon is the largest online retailer.
You can quickly become overwhelmed by the number of products you can buy on the site.
Amazon does a lot of A/B testing in order to improve sales.
What’s interesting is that they stick with two colors for most of their CTA buttons. That’s orange and yellow.
A/B test different colors for your CTA button.
But start with the popular and trusted ones:
- Orange or Yellow
Just like any business, location is one of the most important factors.
Where you place your CTA on your landing page can have a big impact on conversion.
You should test adding CTAs above the fold, below the fold and anywhere else you think makes sense.
Putting Your CTA Above The Fold
To be honest, I’m not a big supporter of the idea of putting the CTA button above the fold. I think it’s too early for most prospects to see your CTA.
It’s like asking someone to marry you when they barely know anything you.
But above the fold is still the most common place of choice.
Most website owners put their CTA above the fold because it exposes their call-to-action to at least 90% of visitors that land on their website.
For example, Exposure puts their CTA above the fold.
They want you to become a customer immediately. No beating around the bush trying to explain anything to you.
Here are five important points you should keep in mind when putting your CTA above the fold:
- Write a powerful and descriptive headline that gets prospects attention.
- Write a sweet and short sub-header that gives extra information.
- Write a brief statement that describes the core benefits your product offers.
- Add some sort of urgency to the header.
- The CTA copy should describe exactly what visitors will get.
Make sure you keep these points in mind when you’re putting the CTA above the fold.
Below The Fold
Looking at the homepage of Basecamp, they are not aggressive trying to make you convert. They want to make it easy for you to convert, by yourself.
They give you enough time to learn about their product.
Their home page is so long that by the time you’re through reading it, you have no choice but to start a free trial of their product.
Telerik also tries not to be pushy by putting their CTA first. They want you to learn more first.
By putting your CTA below the fold, you will receive fewer leads. But most of those leads will be quality leads.
When you put your CTA above the fold, you may receive a lot of leads. But many of those leads still don’t fully understand how your product will help them.
I’m a big supporter of putting the CTA button below the fold.
If you are a new marketer, it’s a bit hard putting your CTA below the fold.
You will have lost a lot of potential customers before they see your CTA.
To make below the fold work, you need to use a marketing concept called AIDA.
AIDA is the acronym of Attention, Interest, Desire and Action.
Let me break down this marketing principle:
- Attention: You need to first capture the attention of the visitor with a punchy headline.
- Interest: You gain the interest of a prospect through the use of video.
- Desire: You create desire by emphasizing the benefits and features customers will get when they buy your product.
- Action: Finally, this is where your CTA comes in. Your CTA should get prospects to act and convert.
If you study the home page of Basecamp carefully, you’ll see AIDA at work.
Both below and above the fold are effective. There’s no perfect place to put your CTA.
The perfect place can only be determined by your prospects and how complex your offer is.
If your product is complex, visitors to your website will want to learn a lot about it before giving you their email address or hard-earned cash.
But if it’s simple, visitors may not need to read much because they are already familiar with your product.
In this case, putting your CTA above the fold may make sense.
Unless you a/b test the location for your CTA, you never know where is the perfect place.
By using these tips, you’ll create the perfect CTA button that gets clicked and produces sales.