A call to action is a banner, button or some kind of graphic or text to direct customers’ action on a page. A call to action (CTA) is used to move the customer down the conversion funnel. Your highest converting call to actions are very important as this majorly controls users’ behavior. The copy of your CTA is as important as the shape, size, and the color of the button. Even minor changes in your CTA can have significant impacts on your conversion rate. In this post, we will discuss on simple case studies and how to create converting call to actions.
What is CTA From A Marketers’ Point Of View?
A call to action represents the tipping between the bounce and conversion. Whenever you ask someone to do something online, they will have to go through your CTA in order to it. It can be downloading a book, filling up a form, buying a product, or even a simple click to go the next page. Any action that is prompted is CTA. If a reader accepts your highest converting call to actions, then he/she will perform the action or will bounce off the website.
The color and the shape of the button are important to capture users’ attention when it comes to button placement. But at the end day, the reader will be interacting with the copy of the button. The decision making entirely depends on the copy of the button.
Minor Changes, Major Impacts
A little modification of the button copy is a minor change in the page as a whole. But this simple change can majorly affect the customer taking decision and hence the conversion rate.
Here’s an example of a site, where a change in the word of the CTA copy boosted the conversion rate by 38.26%.
Every call to action is important for your conversion goal and every click potentially means money in the bank.
Relevance And Value
In the above case study, we saw how a single word impacted the conversion rate. The question that arises is “How?”. How can a single word influence the conversion rates? Let me tell you how.
“Order” signifies on what you will have to do to achieve that information. “Get” emphasizes on what you are going to receive, instead of emphasizing on what you will have to do to get it. What the entire scenario implied is that conversion conveys value.
But conveying value is not enough. The copy of your highetst converting call to actions also depends on the conversion scenario in which the prospect finds himself in.
Let’s take a look at the example on how a converting call to action that conveyed only value performed worse than a CTA that conveyed both value as well as relevance.
It an extremely popular essay site with over 120 landing pages. Hence, a good change affected the overall conversion rate of the site.
The overall findings that we have made is Value + Relevance = More Conversions.
The more value and relevance you are able to convey with your CTA, the more conversion you are likely get. Do not make exaggerating claims that you cannot support. So keep your copy relevant and focused.
What Should You Do Now?
Go back and review your website and look out for various CTA’s which contain generic words such as “Download” and “Submit” or negative words such as “Buy Now” which emphasizes on what you have to do instead of what you will get.
Here are a few examples of generic calls to action and alternatives:
Now that you know all the tactics and techniques, implement these in your website. Always remember to test your website with new changes.
If you are looking for a step by step process to optimize the conversion rate of your website, you can visit our Conversion Rate Optimization Guide to turn your visitors into customers. Please feel free to leave any comment you have in your mind.