Calls To Action Buttons are integral part of most websites, even if many people don’t realize what they are. To put it simply, call to action buttons are any request for website visitors to do something such as click here or download this.
If nearly all websites have some sort of CTA, it doesn’t mean they use them effectively. If you’re getting a lot of traffic to your site, but little response, consider improving your call to action to improve the number of responses you receive.
A call to action buttons is designed to get people to go from the page they’re reading to submitting information or visiting another page to learn more about an offer. As the name implies, it’s a button so it should stand out on a page. Hubspot is one of the best at the use of call to action buttons, having it not just on their website, but often in all their marketing materials such as their whitepapers.
A call to action button is a graphic that links to a page or form, but that doesn't mean you have to be a graphic designer to create one. They can be designed simply enough in such common programs as PowerPoint or Microsoft Word. You can have a designer create them, but remember the attention should be on what the action is, not the graphic.
Here are some things to consider when incorporating them into your marketing strategy.
Make it Prominent For a call of action to work, it has to be seen. Ideally this means they see it almost immediately when they arrive on a page. Have it stand out from the background color and a size that draws someone’s eyes to it. It should be above the fold, meaning it should be seen even if your visitor doesn’t scroll down the screen.
Make clear your selling proposition clear. Click here isn’t really a call to action, at least not a very strong one. Instead make it something like download this or receive whitepaper. If you can make it an actual statement such as To receive
Avoid Missed Opportunities Many people think the only place to have a button is to a form, not realizing this is just one of many opportunities to incorporate buttons. One excellent place to have them is on blogs. If you’re using your blog to sell a visitor on your service or product, then follow the natural progression. Have it on the bottom of your blog or along the side. Also the home page is your most visited page so take advantage of the traffic available there.
When not to have a call to action button If you’re doing a pay per click campaign, then having a call to action button on the page isn’t necessary. After all they’ve clicked on your ad to get to your page, so they’ve already performed an action. Having a call to action button will only send them to a new page. Instead have what they’re looking for on the landing page so that the action they take is not to click something, but fill out a form or make a phone call.
Have a Good Product Even the best CTA won’t matter if the material people are downloading won’t be of interest to them. Calls to action may convince visitors to take some sort of action, but they won’t sign on unless they believe what you offer has some value. You have to sell them on what you have before they’ll do any action.
Test and retest As with all elements of your marketing campaign you should always be testing. Try a different call to action or vary the color. Make the button more prominent or move it up on a page. Even if you are having a good response to your button it never hurts to test. You can always go back to what worked. But at least you’ll know you’ve given yourself the best chance for success.