Visitors who don’t click don’t convert.
Your call-to-action is the key to increasing your conversions on web pages. Without clicks on your call-to-action buttons, you will not get subscribers, orders or attendees to your live events.
Get more people to click on your buttons by using tactics that will lead to growth.
Learn why these CTA creative tweaks and how you can implement them into your own landing page:
1. Make Sure That Your CTA Buttons Look Clickable
CTA buttons are important because they are the driving force behind customer action on a website. They should be clickable and stand out from other elements on the page.
A CTA button that looks clickable is not accidental. You need to be purposeful about it to create a sense of urgency.
The CTA button is very different and your customers need to know that it is clickable.
When you see a button on a web page, there are certain cues that let you know it is clickable. For example, the button may be a different color than the rest of the page, or it may be formatted differently. When you see these cues, they prompt you to click on the button to see what will happen.
Most of the buttons that I click when I visit landing pages have one or more of these features:
- Clean and contrasting background to text color
- A distinct button text (e.g., “Get free access”)
- Have white space surrounding them
- Rectangular (sometimes rounded) shape
- Complementary border
Visitors staying on your blog for a while is a good sign that they’re interested in what you’re offering. This could be because your content is helpful, your cover photo is captivating, or your overall design is inspiring.
Make sure there are no distractions around your action button, so that people will be more likely to click it. You can make your button look more clickable by adding effects like shadows or highlights.
2. Positioning Matters: Place Your Buttons Where People Click
Where you place your action buttons will determine how many clicks they get from visitors. An eye-tracking study by Nielsen Norman Group found that people follow an F-shaped pattern when reading web pages, so it’s important to use font color to focus their attention.
Although it might not be what you were taught in school, people’s eyes move quickly when they are looking for solutions to a problem on a web page.
Nielsen Jakob observed that of the 232 users who were recorded during the study, user reading behavior was fairly consistent across many different web pages.
People read horizontally on a website before they scroll down, so putting your call-to-action button at the top will increase the number of clicks.
Industries and landing pages can vary, so there’s no one correct place to put your button on a web page. The fold is usually a good place, but you might get even better results if it’s closer to the cover photo. The only sure way to find out is to test it out.
You could test whether it is better to have your button above or below the fold, on the left or on the right. The choice is yours. What you learn from testing the position of your call-to-action button will help you increase conversions in any campaign you decide to launch.
Content Verve conducted a test on a B2C landing page to see if placing action buttons above the fold is always the best option.
The variant in this test was placed at the bottom of a very long landing page.
The variant with the CTA button below the fold generated a conversion lift of 304%.
If your offer is complex and the prospect has to read and digest your information before they can make an informed decision, it is best to position the call to action below the fold.
You will need to educate the prospect about the product, highlight its features, and specify the benefits it provides in order to get them interested and ready to buy the product.
The best results will come from positioning the CTA above the fold, if the offer is very simple and your prospect is likely to already know the benefits.
Artsy Editor conducted a study not too long ago on their landing page.
The company updated their landing page, adjusting the cover photo size and placing the CTA button below the headline. This generated a 47% increase in click-through rate to the pricing page.
In summary, here are a few steps you can take to ensure that your CTA button yields the best result:
Understand Your Audience
It is important to know what your ideal customers are looking for when they visit your landing page. This will give you a guide to provide the right solution by positioning the CTA where they will be able to find it easily. Creating a sense of urgency will also encourage them to take action.
Be Flexible
Always be willing to try new things with your web pages, even if what you’re doing currently is working well. There’s always room for improvement.
Set The Mood
If your button’s text is clear and stands out from the rest of the elements on the page, it will likely attract attention. People are generally drawn to elements that are visually distinct.
3. Use Power Words in Your Button Copy
The text is saying that using certain words in the text of a button (or “call to action”) can make people more likely to click on it. These words are effective because they influence the emotions of the reader and therefore their decision-making.
The words you use to describe a car accident can affect how eyewitnesses feel and view the event.
A study found that stocks with simple names that are easy to pronounce tend to see more significant gains post-IPO.
A list of words that convert well, according to BufferApp, are as follows:
Power words in button text are primarily used to evoke emotion in the audience.
Decades ago, when Britain was fighting for its survival, Winston Churchill had no choice but to inspire his countrymen to be brave and great.
Of course, he didn’t have social media but he chose power words carefully and used them to deliver an impassioned address. Let’s take a look at one passage, with all the power words underlined:
Churchill’s use of persuasive language inspired the English people to support the war effort. You can use similar language to create effective call-to-action buttons.
Use power words on your web pages that make people feel safe, so they are more likely to click your button. According to Jon Morrow, some power words that create a feeling of safety include:
Using persuasive language in your marketing material will encourage your potential customers to take action.
The exit popup on the Recruiter.com site uses power words that stand out from the rest of the text in the popup box. There is a simple text link within the button.
Is there a rule for using power words?
Your copy should be relevant to the offer. You can use power words to make it more appealing to your target audience, convert them, and ideally make them share it on social media.
I have a free course available that demonstrates how to increase traffic by 100% in thirty days.
I strongly believe that my readers will take advantage of the $300 value I offer. I have used an opt-in box for years to grow my email list to tens of thousands of people, so I know it works.
The power words I used are “Yes” and “Free.”
4. Get Episode 1’s Course Guide Free (Episode-Specific)
If you want to turn your podcast listeners or video viewers into email subscribers, one of the best ways to do so is by offering episode-specific free downloads.
He replaced the vague “Download” copy on his call-to-action button with something more specific. He offered a free download that was related to the first episode. By doing this, he was able to convince visitors that they were in the right place after watching or listening to an episode that mentioned a relevant resource.
5. Subscribe to The Show (Keep Them in The Loop)
If you’re looking to grow your email list of people interested in your podcast, a targeted landing page can help make it happen.
Here’s why this CTA works:
- The main headline explains what the podcast is about.
- The second headline clarifies that subscribing means you’ll hear about future episodes.
- Short copy explains these emails are on a weekly basis.
- Column on the left gives an overview of topics for several episodes.
This landing page uses a CTA to encourage readers to take the final step, using a button color that is hard to miss.
6. Send it My Way! (Spark Enthusiasm)
Calls to action that generate excitement are effective. They get your readers invested in the success that your emails will bring about.
It is important that you find ways to promote your free downloads so that new subscribers will take notice and use them. If they see results, they are more likely to come back for more resources from you in the future.
A Musical Mom promoted her beginner music course by offering a printable activity book. She included a call-to-action that said “Send it my way!”
You can make your CTA more effective by adding action-based copy that is aligned with how your audience speaks. You may also want to add exclamation marks to your CTA, depending on what will work best for your audience.
7. Download Music Pack (Be Crystal Clear)
The most effective CTA is clear and concise, leaving no room for confusion.
Matt Everett, a music composer, created a landing page with a CTA that achieved his goal. On the page, he explained exactly what was included in the download, including details around licensing. He then used the “Download music pack” CTA to encourage people to take his offer.
With this clear CTA, visitors won’t be left hanging with questions like:
- Will I have to stream these tracks?
- Is it just one track?
- What happens after I sign up?
The three CTA words are: Please, Call, and Now.
8. I Want My Free MP3 Download! (Use Their Perspective)
against the background image: This duo uses a link in their bio to take users to a landing page with a free download. When users click on the link, they are greeted with a popup with a clear call-to-action that stands out against the background image.
This is a great way to promote your music to your subscribers. They can get your music for free, right on their device, in this exact format.
9. Give Me The Music! (Make It Energetic)
A landing page that is short and simple, with an exciting call to action that provides readers with all the information they need before taking action.
Landing page builds up excitement by announcing:
- This is a free album.
- Subscribers will receive a link to download and stream the album.
- The album includes an original collection of high-energy songs made to inspire.
CTA agrees to the deal with the enthusiastic “Give me the music!” Which matches the tone Bronkar uses throughout his landing page and website.
10. I Want to Hear it Now (Get in Their Mind)
You’ll often find CTAs written in first person on musicians’ websites and landing pages. William Chernoff, a Canadian jazz bassist and composer, features this CTA on his homepage:
This CTA encourages the reader to sign up for an email list in order to be one of the first to hear a new release that isn’t yet public. It’s a way to join a musician’s group of dedicated fans and get access to new music before almost anyone else.
The use of the words “I want”, “to hear”, and “now” creates a sense of immediacy for the reader.
Works like magic!
11. Send me Updates! (Get Them Excited)
If you haven’t launched your project yet, that’s not a reason to hold off on building your email list. In fact, it’s the opposite.
A landing page will help you gain subscribers and momentum.
The call-to-action can help you communicate the nature of emails that will follow. Instead of “Send me updates,” you could also use:
- “I want to hear what’s coming”
- “Send me the news”
- “I want to receive updates”
- “Let me know when it’s launched”
This is a great way to get your audience excited about what you’re working on for them. You can build excitement around your project so you can launch it with success.
Get Your Call-To-Action Buttons Clicked
Don’t underestimate the power of a call-to-action button. It’s the key to your sales success.
You can use effective calls-to-action to do things like build an email list, develop a social media campaign, offer a discount on your product, announce an upcoming event, or sell a coaching program.
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