While increasing traffic to any website is important, raising the conversion rate is much more critical. Here are some techniques to improve the call to action on a website.
Unlike physical stores with multiple sells people which help close deals; on websites, it is difficult to close the deals. The aim of websites is to offer something valuable to their audience. Whether the website is offering a service or selling products to consumers, it still needs to answers as many questions as it can to make sure the user won’t doubt their decision.
While increasing traffic to any website is important, raising the conversion rate is much more critical. According to NNGroup: “The conversion rate is the percentage of users who take the desired action. The archetypical example of conversion rate is the percentage of website visitors who buy something on the site.” There are many parts of your website that can influence the conversion rate, today we will cover call to action:
After the landing of visitors from any source (organic, direct or referral), the user will start digging around your pages to find what they have been looking for; or to find something entertaining. It is very important to keep them as busy as possible on the page and prevent them from closing their browser’s tab.
A call-to-action (CTA) is an instruction to the audience to provoke an immediate response, usually using an imperative verb such as:
- “Know More…”
- “Order Now”
- “Call Now”
- “Free Quote”
- or “visit a store today.”
Now that you know what Call To Action is, It is very important to learn how to make it more vivid while encouraging users to click on them:
Your call to action must be clear, straightforward and make sense. It should bring value to users and make them feel like this button will cure their problem or will satisfy their needs.
A study has shown that placing the CTA at the lower side of your landing page just after the offer would increase the likely hood of clicks up to 304%. Hence, try to answer any question that the customer might have before purchasing the products and services and then present a CTA with a big action verb.
Large buttons will become a distraction and small buttons bring less value to the customer, so find a decent size for your CTA button, otherwise, you are just wasting space.
There is a psychology behind every color, and it does include your button’s color too. Make sure your button stands out and there are not too many colors around the area which could reduce its visibility. To choose the best color for your CTA button, I’d suggest reading the following valuable articles as different businesses require unique selection of colors:
- Call To Action Buttons and the Psychology of Color
- Mastering The Call To Action – Words, Color, Size & Location
- HOW TO USE HUMAN PHYSIOLOGY FOR UX & CONVERSION
Does your button visually stand out from the rest of the page? Is there enough white space surrounding it? Have you tested which colors provide you with the most clicks?