Want to increase conversions by 25 percent or more?
If your CTAs aren’t performing well, even if (and especially if) you’re garnering a lot of traffic, you’re leaving a lot on the table. By strategizing the best CTA for your site, you can significantly impact your site’s success—and your business’s bottom line. Look, if you’re reading Digital Telepathy’s blog regularly, you already know that a pleasant user experience can boost conversion rates while improving your brand’s reputation. When UX is considered in combination with marketing needs, like CTA performance, you can start quantifying the value of design.
Take a look at, Quicksprout’s Traffic System, which saw a 28 percent increase in conversions with a CTA change. They surveyed users and determined that users were unsure of what they were getting when they clicked the original CTA that simply read “Add To Cart.” By adding an image of the software and manuals users would get, they were able to start generating more conversions. At a 28 percent increase, that could easily translate into some serious coin.
So, do you want to increase conversions and level up your user experience? Keep reading!
Research to Uncover Opportunities
Improving CTA performance isn’t that difficult to do, but without a plan, you can miss the mark and waste precious time.
There are a number of ways that you can optimize your site’s conversion rate, such as implementing SEO or increasing site security. While these are important, improving your site’s CTAs more directly affects the number of conversions you will see on your site.
Before you get started, make sure you have a solid understanding of the user journey. This will help you empathize with their needs and understand how they may intend to interact with your site. Knowing the reasons that compel users to visit and stay on your site will give you insights. You need to know what will make them click; customer interviews or a persona exercise may help.
Beyond the numbers, think about how you acquired your current customers and what made them convert.
You won’t be able to measure improvement if you don’t know exactly where you started. There are a lot of options when it comes to website analytics software—we personally love Google Analytics, Qualaroo, Hubspot, or Filament (if you have a blog). Specifically, take notice of your site’s current CTA performance (try using “Event Tracking” or “Goals” in Google Analytics), and visitor behavior through your site. This will help to establish concrete goals and key performance indicators (KPIs). By establishing clear KPIs, you can focus your efforts on optimizing the right CTAs.
Beyond the numbers, think about how you acquired your current customers and what made them convert. How did they find your website and what made them click? You might put out a survey to your existing clients to get their opinions or interview current clients. It is also worthwhile to conduct an audit to see what your competitors are doing. While we don’t recommend copying what they’re doing, it is important to know what you’re up against and what’s going on in the market.
Create & Strategize a Plan for Better Performance
After researching and determining the current status of your site, consider how you plan to increase CTA performance. There are a number of areas you can optimize, including:
- Shape & Style (round, square, ghosted)
- Acquisition technique (search, banner ads, etc)
- Multiple locations
- Take-over modals that appear after XX seconds, or XX pixels scroll
When considering the visual appearance of your CTA, make sure that it’s easy to find and stand out on the page, which sometimes can mean just giving it some space. If your site is cluttered with different buttons, links, images and different kinds of text, you risk inadvertently sending a user off the path to conversion. Clean it up, make it inviting, and allow visitors to easily find your CTA. Great spots to put a CTA could be in the sidebar or menu, and definitely have it placed above the fold and before your visitors have to start scrolling. InVision does an excellent job of keeping their CTA easy to find—the site isn’t cluttered and the CTA greets visitors when they arrive. It’s not overly pushy, but it grabs visitors’ attention and compels them to click.
If your site is cluttered with different buttons, links, images and different kinds of text, you risk inadvertently sending a user off the path to conversion.
The color of your CTA matters, too. Neil Patel explains how color can affect conversions by explaining that colors affect energy levels and a color more closely related to higher energy will convert more visitors. Whether you ultimately choose to go a color in your site’s palette or you decide to go with a color that simply stands out on the page, you want to make sure that it’s not blending in—high-contrast is definitely the way to go.
Try a consistent (or sticky) CTA throughout your whole site. If you’re using green buttons on one page, use green buttons on the other page. Freshbooks keeps their green button CTA consistent by keeping the same “Try It Free For 30 Days” CTA throughout each page. Another option is to have the CTA be sticky throughout the site so that the CTA never disappears. Dropbox tells users to “Download the app” in their header. It’s directive, always there, and yet unobtrusive.
Give your visitors a task to do. Your CTA needs to motivate people to take action (remember, it’s a “Call to Action”). You can make that happen by directly addressing visitors and clearly communicating the benefits of whatever action it is that you want them to take. Stick to active language that gives instruction and isn’t overly complicated. Consider adding urgency to your message — tell them to “Buy Now” or Sign Up Today instead of suggesting they consider signing up at their leisure. If your language is passive, your visitors will pass up your offer.
Try including a special offer. For example, Origins cosmetics gives visitors a 15 percent savings coupon if they sign up for their email subscriber list. I don’t know about you, but I love coupons.
Provide your visitors solutions to their problems or answers to their questions. Hubspot provided a great list of CTAs, if you’re not sure where to begin. The language should be both interesting and simple to your users. Visitors are going to make their decision quickly, so if your copy doesn’t get to the point, you’re not going to get the conversion.
Overall, the copy should be crisp, clean and directive. Think about it, if you were trying to sell a product or service in-person, you would want to make sure you asked for the sale, right? A CTA is very similar in the sense that you need to be direct when you ask visitors to take the next step.
Implement, Measure & Iterate
As you consider different ways to improve your CTA’s performance, you might want to implement A/B testing to determine which strategy is more effective. Since each business has a unique objective, what works for your company might not work for another. By conducting A/B tests, you’ll be able to determine what works best for your visitors and potential customers. After all, each audience is unique, just as your product or service is unique.
CTAs will never stop being important; be sure to regularly check-in to see how your CTAs are performing. If their luster fades, it’s time to implement something new. By staying on top of what’s fresh and relevant when it comes to CTAs, you’re sure to keep visitors clicking and moving forward toward conversion.
Let us know which CTA strategy worked best for you in the comments. We’re listening.
Want to see this in action? Here’s a very real and relevant CTA button: