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Building Irresistible Offers : 12 Fundamental Elements of Effective CTAs

The best way to increase conversion rates is by implementing calls to actions throughout your online platforms.

Friday October 06, 2017,

10 min Read

All website creators should have a specific goal in mind that they want to achieve as they build their online pages. Whether it is to entice customers to purchase a product, gain more readership, or encourage volunteer efforts, there is a need to devise a way to gain support. The best way to increase conversion rates is by implementing calls to actions throughout your online platforms. These deliver a compelling message which direct users to steps which will lead them to a desired end point. CTAs encourage website interaction and send you on your way to turning clicks into buys.

Design Simple Visuals

Based on researching your target clients and testing effectiveness, design your call to actions to be recognizable and well-defined. While your site may be intriguing with lots of focal points, make sure it is easy to distinguish your call to action next to competing items. Set it off from the main body of the text. Use contrast with colors or borders to create separation. Make the call to action a striking feature that stands out. Instill simple yet eye catching design. Use large easy to read fonts, but don’t make them so large that they look unprofessional or resemble a pop up advertisement. If you have other buttons that lead elsewhere on the site, make sure they don’t out shine your call to action. For sign in buttons, use monochromatic colors to make the CTA stand out instead. Background and foreground colors should contrast. For example, a call to action button in a bright color on a grayscale background is effective in drawing the eye.

Compelling Message

The limited space a CTA button can take up will place constraints on the amount of words you incorporate. For this reason, you must carefully consider how to devise a phrase that is simple yet effective. Let visitors know exactly what they need to do and what will happen as a result of their actions. Messages should emphasize persuasive wording by directly appealing to users with words such as guarantee, act fast, and free. Make sure the path you lead users on is consistent with your message. You don’t want to deter people because you misguide them with your wording. You will want to make the message two to five words to instigate prompt retention. Avoid jargon and speak in a way that is easy to understand. Begin CTAs with verbs to emphasize action.

To maximize your conversion rate, make sure the product you’re offering is of value to customers. The better the product, the easier it will be to attract those willing to click through your site. Avoid being overly promotional. Instead opt for a more informative tone.

Incorporating Anchor Text CTA

When writing a blog post, keep in mind that very few leads are generated from end-of-post CTAs. This is mainly because few users read entire blog posts to make their way to CTAs. Instead of utilizing CTAs in the traditional sense, one way to gain more clicks is by using anchor text CTAs. According to Hubspot, 83% and 93% of each post’s leads the company tracked came from anchor text CTAs and internal link CTAs. This type of call to action blends well with the rest of text so they aren’t mistaken for advertisements. Anchor text CTAs can be hyperlink words or phrases in your text that lead to elsewhere on your site. They also come in the form of larger copy set apart. Often times if readers do make it to the end of a blog post, they ignore CTAs because they resemble advertisement banners. To further increase your reach, place more than one CTA in your post. This gives users more opportunities to click. Use keywords throughout your call to actions to boost your search engine optimization ranking. Consistently use words that speak of your product, to make it easier for people to find your organization when looking on search engines.

Test to Monitor Success

While you may think the message you are sending with your CTA is working in your favor, you won’t know unless you conduct testing. A/B testing takes a closer look at two types of CTAs you use to determine which is most effective. Sites like Optimizely have A/B testing platforms you can use. They will get rid of any doubts and reinforce the tactics that work. Your goal is to optimize your site so your CTAs result in a high conversion rate. On top of testing, you can build CTAs that will be directed toward a particular audience. For example, you can provide a different viewing experience for visitors, those who click on leads, and for actual customers. Hubspot offers software which enables you to target specific audiences with CTAs.

Use Urgent Message

Make sure the you develop a short message that calls users to respond quickly. Determine what you want readers to do as a result of scanning your site. It may be that you want them to buy a product or enroll to become a recipient of a newsletter. Whatever it may be, create a sense of urgency around the message. For example, use messages such as “Enroll Now”, or “Download the Tutorial Today” to make users feel their are time constraints. Giving users a slight push toward your directive will increase your conversion rate.

Offer discounts that are only available for a short period of time. Advertise that there is a limited supply of goods. Tell users how fast the product is leaving shelves. Seeing scarcity will make consumers feel like they are running out of time to act. Creating a sense of fear of missing out will prompt action.

Use language that sparks curiosity in viewers. Tell people what they can expect from your offer but don’t reveal every detail. If someone is interested in learning more, they will be more likely to click to find out additional information.

Place CTAs Above the Fold

When considering where to place a CTA online, make sure it is visible without the user having to scroll down the page. This is considered above the fold in online correspondence. When writing emails and posts place CTAs at the top of the page since readers probably won’t see the entire post or message. In blog posts, make sure to first capture attention with a strong and descriptive headline. Provide a subheader with additional information about what the article will address. State how consumers will benefit from the product offered. Exhibit a sense of urgency and have a CTA explaining what the user will get. This will help you improve your above-the-fold conversion. In email correspondence, embed a link to your site. Users will then be able to further research your product and be exposed to your brand which is visible in your domain name and throughout your content.

Be Aware of Supporting Material

Be strategic in how you place supporting materials to boost conversion rates. Having testimonials, case studies, and other evidence showing the success of your product can do wonders for your sales. Use high quality pictures to showcase the experience users have with the product or service you are offering. Make sure the call to action strongly contrasts with supporting content. You want users to clearly see where they should click.

Offer a Bonus as an Incentive

Make your offer hard to resist by offering a bonus if users opt to take advantage of your product. Place a bonus in your call to action message. Offer free shipping, extra savings, or free products to increase the likelihood that you will earn clicks. For instance if you visit AT& T's homepage, they offer $500 off a Samsung TV if you switch to Direct TV. Bonus incentives encourage customers to buy your product. Free trials are also a good option because customers are guaranteed to see if a product is effective. By delivering on what you have promised during the trial period, you can help sway them to continue paying for the product or service.

Communicate Value

You want users to realize the need they have for your product when they see your call to action. Identify the problem addressed by the product. Explain how the product will solve the issue at hand. Let users know what benefits they will see as a result of responding to the call to action. Make sure your communication is clear. It’s easy to get wrapped up in the creative writing aspect and miss the boat on giving users insight into exactly what you offer. Give a quick description of what will happen when they click on the CTA. This will give them the means to differentiate your product from competitors.

Use Negative Space Around CTA

You want to draw the eye to the call to action despite the presence of competing elements. To do this leave ample space around the call to action. If you put too much clutter around the CTA, the message will be lost on the page. Use a different color that pops on the page to generate more clicks. Use muted tones throughout the page and let the call to action stand out in a more vibrant hue. This leaves little room for questioning where users should click to access the product or service. Creating a page that is not cluttered will lower customer frustration and lead to a more navigable website.

When designing a page, think about how many CTAs you will be adding. Too many CTA elements can turn users away from your site. You don’t want a page to look overcrowded. If you have multiple buttons leading to the same spot, there really is no need for more than one. You can justify having a number of CTAs if they guide users to different landing pages. However, have them on the page in order of importance.

Consider the Size

When it comes to calls to actions, size does matter. While position, color, and white space are essential considerations, size also plays a hand in conversion rates. Increasing visibility means upping the ante on size. Users will have more chances to notice and click on the call to action if it is large in size. A big call to action will also enable you to write more appealing content. Make the button look clickable. Emphasize functional design by adding shadows and borders to create depth. Clickable designs can greatly improve your conversion rates.

When considering what shape your CTA will take, consider the feelings evoked by rectangular buttons and rounded ones . Rectangular elements speak to reliability, traditionalism and balance. In contrast, circular buttons communicate a relaxed and friendly vibe. Think about your business and which tone you hope to disseminate. Provide some type of visual response to mouse triggers. If users hover over a button, design it so that it changes colors.

Respond Promptly to Call to Action

Following through on what is promised in the call to action is just as important as gaining clicks. Make sure the enrollment process, email communications and any other steps that follow are straightforward and easy to navigate. A user will quickly redirect their efforts elsewhere if they find the process cumbersome. When trying to persuade people online, instant gratification is essential to avoid negatively impacting your conversion rate. If you suspect you may have customers on the edge about purchasing a product, offer them a virtual tour. Have a CTA designated for the quick preview and then have another for a free trial. Users will be guided along the path to purchase in a logical way.

Call to actions are essential for leading visitors to desired destinations. In order to increase sales, gain more likes, and keep potential consumers on your page for longer periods of time, you will want to make them prominent on your site. By using direct language and implementing a sleek design, you will better be able to get desired results. Use the tools listed above to boost your conversion rating through call to actions.