You create calls to action every day, but you may not be doing them in the best way. Knowing some facts about creating a compelling call to action may increase their efficiency and your company’s bottom line.
Method of Delivery
You have three basic choices when it comes to how you want to deliver calls to action on your website. You can create audio calls to action, but if the user does not have his or her sound turned on, then he or she will miss it altogether. You can also create visual calls to action, but if you do not get the viewer to look in the right place, then he or she may miss it. You are also reliant on your target audience spelling each word of your call to action correctly, or they may not end up on your site. Since viewers are often confronted with many calls to action every day, they may also ignore it.
The most effective ones are video. This makes sense because your target audience members can see and hear the call to action. The chances of viewers remembering a call to action increase significantly when the delivery method is a video as opposed to simple text.
The words that you use in your call to action should tell the reader precisely what you want him or her to do and the reward for doing so. One effective call to action is one in which it looks like the viewer has the thought. For example, “Yes, I want X. Call (325) 625-2436.” Another very effective technique is to use unique words in your calls to action. “Grab,” “snag” and “land” can all be effective because they are not the normally-used “get” phrase. Therefore, the viewer’s mind is naturally attracted to them. You may also want to use expressions like “start” or “begin” because they encourage the viewer to imagine his or her success when he or she has your product.
Even if you are putting your call to action in a video, you still need to find a way to draw visual attention to it. If you are putting it on a web page, then you should put it where people will notice it most. At least one call to action should be above the fold so that users on mobile devices do not have to scroll down to see it. Since internet users scan in an F pattern, you should put your call to action somewhere on that imaginary line. Additionally, you need to use a color that is the exact opposite on the color wheel as most of the hues on your page. Since the mind subconsciously looks where others are looking, you may want to consider using an image of a person looking directly at your call to action. If you are creating a video, you may want to show a person looking at your call to action and use a color that is different than in the rest of your video.
Your call to action is one of the most critical elements on the page. Therefore, it follows that it should be one of the largest items on your page. At the same time, if you make it too large, then your target audience will not understand that it is clickable. You should conduct A/B tests to see if you have found the right size. You may also want to perform a five-second screen test. Show 5 or 10 random people your website for five seconds. Then ask them what they remember about the page. If they do not identify your call to action, then you may want to make it bigger.
While there are many fun fonts, using a serif or sans-serif font makes your call to action highly readable, which prompts people to want to click on it. Additionally, keep your letters spaced so that your call to action can easily be read. After all, if people cannot read your words, they do not know what you want them to do.
Calls to action should be in a geometric shape with rounded edges. While many people prefer to use a circle, there is no evidence that they perform better than a rectangle or a square as long as you round the corners. Shapes with sharp edges, where the corners are not rounded, are perceived as being dangerous and encourage people to stay away.
It is vital to give your call-to-action enough whitespace to live. Whitespace is not always white, but it is the blank space around your call to action. At the same time, giving it too much space wastes precious real estate on your page. Consider leading into your call to action with strong reasons for your target audience members wanting to click the article as this will encourage their action.
Keeping these elements in mind will help you create calls to action that have a higher conversion rate. Remember that video is a very effective way to create a call to action because people can both see and hear it. Tell viewers exactly what you want them to do and the benefit of doing it. Use visual elements to draw attention to your call to action.
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