In the midst of a meeting to reconstruct our website, we soon realized that this would be an immense team and time investment. Both of which we didn't possess.
Alternatively, we asked ourselves, what small tweaks could we make to our website that would impact conversions? Paul our VP of Client Services, suggested reviewing the buttons because they directly affect website conversions.
Have you ever been to a website where you're instantly hit with call to actions (CTAs) asking you to download this, or enrol in that? As marketers the last thing we'd want is for you to feel attacked, by buttons no less.
How to Create Highly Clickable CTA Buttons
After doing a bit a research, we wanted to test out some strategies that resulted in other business’ success.
We will address these 5 methods that make for highly clickable call to action buttons:
- Successful CTA buttons refer to your potential lead in first-person
- The right colours tell your potential customer where they should go, and can encourage clicks
- Having too many CTAs on one page will confuse your lead, deterring them from buying
- Placing a time limit on your CTA will encourage them to act fast on this deal
- Including a positive message or action within the CTA button copy creates good feelings associated to your brand
Now let’s expand on these points.
1. The “Just For Me” Mentality
Have you ever witnessed children at that tender age of 7, where everything is mine!
This feeling of ownership is extremely powerful. Being able to call something your own often fills us with a sense of pride, so much that we instinctively often say yes before we say no (in most situations).
In an Unbounce article they A/B tested button CTA copy by changing the word "your" to the word "my" in their 30-day free trial buttons.
They saw a 90% increase in click-through-rate. Woah, right?
After looking at this statistic, we had to jot this one down for the future. Here's an example of what we currently have on our website.
In first-person this would read, "Get My Free Blog Report". This small change encourages a person to feel like they already own the product, rather than this product eventually becoming yours.
2. Pops of Colour & Cunning Contrasts
In this wordstream article reporting that green and orange coloured buttons work the best, we were lucky enough that our brand's colours included orange. But this might not work for everyone.
When you picture Youtube, what colours come to mind? Red.
How about Twitter, LinkedIn, or Facebook? Variations of Blue.
And Snapchat? Yellow.
From these examples, adding in a green or orange might look off. If your branding doesn't include either of these colours, try the squint test to find the colour that works but still pops off the page.
To really understand what colour you should choose, you can develop a fundamental understanding of how colours psychologically affect conversions in this kissmetrics infographic.
3. Perfect Placement
Remember when we asked you if you've ever been bombarded by buttons when you visited a website? Ensuring that your visitor doesn't feel like they're being trampled on by buttons means placing your CTA in a logical spot.
Always ask yourself these 2 questions when you're thinking about placing a CTA:
- Why are we putting a CTA here? Does it make sense?
- Will the message conflict with another button or message in this area or throughout the page?
A good example of conflicting messaging can be seen on our own pricing page:
As you can see, we have both Try It and Buy It buttons in the same panel for every package.
Within just these 2 areas, here are 2 big issues:
- The Try It option could deter a potential customer who, in their minds, are ready to buy a package
- Having a separate Try It button in every package could be implying that customers will get those perks associated to each package even though they are on trial. In actuality, the Try It experience is all the same for every everyone.
Pro tip: Having more than one CTA on a page can confuse a new visitor, especially if you have 4 CTA buttons on your page (like our pricing page). Try a single call to action first, and then test out how you can divide up your page to add more offers.
4. It's not too late!
Creating a sense of urgency within the copy of your button spurs impulsivity.
This feeling of getting something before it's too late can be seen in everyday life situations. When you left work early to get to a sale, or enrolled in an Instagram contest (last minute) while you were supposed to be entertaining your friends who were visiting from out of town- you were probably stressed under this time crunch.
Taking a look at our own site, here are just a few CTA buttons that could be modified.
- "Get The Report" should be changed to "Get My Report Now". The "Now" creates that sense of urgency.
- "Get Your Free Blog Report" should be changed to "Get My Free Blog Report Today". The "Today" convinces you that this offer won't last forever, that there is a time limit.
5. Put them into Action.
For some, they are able to write CTA button copy that motivates you.
Uber is a great example of making a positive impact on a prospect. They are letting you know that there is job opportunity within the company with their "Become A Driver" (green) button in the top right corner of their page.
They encourage the message that you can simply become a driver with just a click of a button. Easy right?
Short and sweet and straight to the point always makes for compelling copy. You get a very strong nudge to just click this button, to just "Do It".
Ensure that you are providing enough context as to what your customer is getting if you use this method.
Calling you to action
To recap, a successful call to action button includes using the word me instead of the word you; is designed on brand with distinct colours, is placed on the page without other conflicting messages, has a time limit, and positively benefits the potential clicker.
These were just some of the many ways a small change to your CTA buttons could create a huge impact. And although it'll take some time to test these methods out, we'd love to know if these changes have ever impacted your site. Leave a comment or question in the section below and don't forget to share!