Your calls-to-action (CTAs) make a difference in how many site visitors convert into customers or leads and how many bounce away. You work hard to drive traffic to your website and attract attention from those who are in your target audience. Take advantage of that effort by offering solid calls that users want to click on.
About 47 percent of websites have a CTA button that visitors locate within a few seconds. However, for your CTA to be as effective as possible, you should pay attention to the smallest of details. For eCommerce sites, the CTA becomes even more vital for securing conversions.
Here are seven clear ways to create better CTAs on your eCommerce site.
1. Use Fewer Words
Your CTA button should be short and to the point. You want to focus on getting the person to take action, such as “Sign up for Free” or “Learn More.” The language you use matters greatly, but we’ll talk about that in a minute. For now, check the wordiness of your button. If you have more than five or so words, figure out a shorter way to say the same thing.
DSW does a good job with their CTA wording, keeping it to the point. Note their CTA in the bottom footer. The button reads: “Sign Up.” They do use a lead up that lets the user know if they sign up that they’ll get $10 off on their order. However, the CTA button itself uses only two words.
2. Update Buttons Regularly
Every year, as much as 30 percent of the data online is no longer current. Don’t just assume that the CTA button that worked last year works this year. Take the time to research your audience’s preferences and make minor changes. Even a single word change or a shift in the color of the button can make a difference in your conversion rates.
Any time you change your CTAs, conduct some A/B testing to make sure the change is a positive one that converts more visitors into customers. If it’s not, try something new, or revert to your old CTA.
3. Pay Attention to Placement
Even if your CTA button is the perfect size, shape and color and has a message people can’t resist, it won’t be of much use if no one comes across it. Be sure to position it in a place where people can easily spot and access it the second they want to, but also make sure it isn’t intrusive.
AE Door & Window places their CTA buttons above the fold in the upper right corner. The buttons stand out from the background and are quite easy to locate. As mentioned above, the wording is simple, so it’s clear to site visitors what action they’re taking when they click on one of the buttons.
4. Add White Space
If your landing page seems cluttered, users might bounce away because they aren’t sure what to look at first. Don’t be afraid to add negative space, particularly around calls to action. White space allows the eye a break and draws the focus where you want it to go — on the action you want the user to take.
5. Use a Contrasting Color
If site visitors can’t find your CTA, they aren’t likely to click on it. Take a look at the color palette on your page, and find a color that complements what you already have but provides enough contrast to draw the user’s eye.
Consider the psychology of colors as well when choosing one for your CTA. For example, red creates a sense of excitement and blue creates a sense of trust and calmness. Think about the emotion you want to evoke in the user and choose accordingly.
Bank of America goes with the color blue for their CTAs, bringing a sense of trust and calmness to the design. However, the color also contrasts nicely with the white background and ties into their blue and red logo. The CTA button pops on the page, grabbing the user’s eye.
6. Use First Person Perspective
In one experiment, a brand switched from second person to first person and saw a 24 percent increase in conversions. Simply change your wording and see if you get the same results. For example, instead of writing “Get Your Free Report,” write “Get My Free Report.”
One thing to be cautious of when using first person is ensuring you still make the action clear to the reader. They need to know that if they click the button, they’ll get a specific result.
7. Add a Sense of Urgency
Limited time offers create a sense of urgency in the user and make them want to click on your CTA. However, don’t create a sense of urgency and then offer the same deal year round. You also have to be honest and upfront with site visitors. Think about how you can create a sense of urgency without being dishonest. For instance, you might offer 10 percent off if they sign up for a newsletter and order within 10 days.
If you choose to offer a sale, limit it and offer something different next time. In one study, creating a sense of urgency helped a business owner increase sales by 332 percent. You might offer a package of your products for a certain rate for two days only, for example, similar to what the musician in the case study did when he offered a musician deal for $69 for 100 hours and then ended the sale.
You can certainly offer other campaigns, but don’t say something is only for so many hours and then extend the sale. People will see you as inauthentic if you don’t stick to your word.
Improve Your CTAs
Creating stronger CTAs results in better conversion rates. Make small changes and test them to see how effective each one is. With a little attention, your CTAs will be user-friendly and successful.
About the Author:
Lexie Lu is a UX strategist and web designer. She enjoys covering topics related to UX design, web design, social media and branding. Lexie is a contributor to Marketo, Website Magazine and Envato. In her spare time, she enjoys walking her dog, watching HGTV and baking. Feel free to subscribe to her design blog, Design Roast, or follow her on Twitter @lexieludesigner.
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