A call-to-action is a button, text-link, image or some other kind of asset with a link to encourage visitors to take action. This is normally the next step (e.g. add to basket on a product page) in your conversion journey and is the link between your default content and a page with a more high value offer on it.
Some common best practices for CTAs include:
- Use a button rather than a link as buttons are visually more prominent and are designed to look more clickable.
- Have a single CTA on the page to avoid what psychologists call choice overload.
- Locate your CTA in an obvious position on the page so that it easy to find.
- Use contrasting colours, preferably the button should use a colour that is not already present on the page, to make the CTA stand-out on the page.
- Make your CTA large and easy to see from a distance.
- The text should complete the sentence “I want to….”
- Use compelling copy on the CTA so that the benefit of clicking on the CTA is clearly communicated.
- Be brief and to the point with your copy – no more than 5 words.
- Use action oriented verbs such “Get”, “Join” or “Open”.
- Write in the first person as A/B tests show that “Get my free account” tends to perform better than “Get your free account”
- Use the power of the word “free” as psychologists have discovered the word “free” is a strongly persuasive word as we are loss averse and dislike feeling regret when we miss out on a good offer.
- Create a sense of urgency by displaying a limited time availability on any offer you are using to acquire new customers.
- Consider including extra information to help set expectations or to reduce anxiety about clicking on the CTA. This type of information includes:
- Risk reducers (e.g. “No credit card required”)
- Guarantees such as money back offers
- Key benefits (e.g. free packing and delivery)
- Testimonials, reviews or customer ratings
Finally, A/B test different CTA designs and copy to discover what works best on your site.
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