Call to actions are an important part of website & ad design. Whether they are links to your contact page, or sticky footers on your the mobile version of your website, having engaging and well crafted CTA strategy is key to getting conversions. So instead of writing “Click Here,” “Read More,” or another overused option, take a look at these tips for CTA strategy.
Consider User Experience
The key to a CTA button is that users will actually want to click through. It seems obvious, but that doesn’t stop many websites from making two common mistakes. First, your call to action needs to engage and hook your visitor’s interest. Second, the content on the other side of the link shouldn’t be easy to find on your homepage. When placing and writing call to actions, consider user experience. At what stage will they want to move to the next page, and what page makes the most sense. Is the content on that page unique and exclusive to that page? Is that content engaging and does it answer the reason they clicked? One great strategy is to track behavior flow in Google Analytics. Use the behavior flow map to design a frame for CTA buttons.
Give Multiple CTA Options
One way to improve your call to action strategy is to offer choices. Featuring multiple CTA buttons in one place gives customers the option to see what they believe the next step in the process should be. One problem with the standard “Click Here” CTA is it can feel forced. Showing “shop now” “contact us” and “learn more” in one place gives agency to your consumers. Instead of feeling forced to go to the next predestined landing page, they are getting a more unique experience. It is recommended that you provide 2-3 relevant choices when using this method.
Match Copy To Experience
“Learn More” does not tell the user what to expect as much as “meet our team” “read our mission statement” or “see what we do” does. When navigating a website, users want to feel like they know where they are going. Default and overused CTA button text not only fails to be interesting but it also fails to set expectations. Whenever possible, you should build links and buttons that accurately reflect where they are linking to in a unique way. For example, instead of writing “contact us” write “schedule an appointment” or “get a free estimate” when applicable. Telling a user exactly what to expect goes a long way in conversion rate.