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  • Anatomy of an Effective Call to Action

    Don’t settle for a ho-hum call to action. Boost your conversion rates by implementing these essential elements of a high-converting design.

    You know you need one. But the one you have doesn’t seem to be doing the job. Is it a problem with the design? The wording? The placement?

    Your call to action is one of the most important elements of your total e-commerce conversion package, and you can’t afford to get it wrong. Let’s take a look at what turns a ho-hum call to action into a click-generating machine.

    ●      Persuasive Content

    A great call to action begins before the visitor even sees the button. The button itself needs to be supported with content that makes a reader want what you have. That means benefit-rich, customer-oriented copy that’s easy to scan and that offers to fix a problem or meet a need the customer has.

    ●      Active Language

    If your call to action button still says “Submit,” then it’s time to get your creative juices flowing. The call to action should ask for an action—such as download, register, buy, learn, choose, subscribe, join, test, etc. Action words tell the visitor what will happen when he clicks and helps eliminate some of the click anxiety that can derail conversions.

    ●      Urgency

    It’s not enough to ask the reader to act. You want him to act quickly. Give him a reason to do so by including a deadline, offer expiration, or incentive.

    ●      Design

    Button design tends to get a lot of attention, but too many websites still get it wrong. The design should make the button stand out from surrounding content and draw the viewer’s eye. Use color, font size and type, surrounding white space, button shape, and contrast to accomplish this goal. Discover the best options for your website by running some simple A/B tests.

    ●      Position

    The call to action button should nearly always be placed above the fold. There are some exceptions, but remember that web users in general have short attention spans. If they don’t see an option to take action right away, they may back out before scrolling. If your landing page is long, repeat the call to action at the bottom of the page so users don’t have to scroll back up.

    ●      Testing

    E-commerce conversion best practices offer some great insights, but the only way to know what will work best for your audience is testing. Test every potential change beforehand so that when your design is complete, you’ll know your call to action is working as hard as possible to capture conversions.

    Don’t settle for a ho-hum call to action. Boost your conversion rates by implementing these essential elements of a high-converting design.

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    Marty Diamond  is a conversion optimization specialist. She shows small businesses how to  get more leads and sales from their website’s existing traffic. Find out more about Marty at DiamondWebsiteConversion.com. You can also connect with her on Google Plus at +martydiamond.

    Filed Under: Tech/E-Commerce

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    About the Author: Marty Diamond is a conversion optimization specialist. She shows small businesses how to get more leads and sales from their website’s existing traffic. Find out more about Marty at DiamondWebsiteConversion.com . You can also connect with her on Google Plus at +martydiamond.

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