Whenever visitors land on your website, the end goal is always the same — efficiently move them through the sales funnel until they ultimately become paying clients. But to get to that point, it requires effective conversion optimization strategies and an inherent understanding of human psychology. One of the most basic yet important elements of conversion optimization is creating a powerful call to action or CTA button that urges your leads to take the next step.
While this may seem simple enough on paper, there are actually numerous subtle details to consider. Here are five key elements that go into the making of a great CTA button.
1) It’s in First Person
While your first inclination may be to use second-person and say something like “Click here to get your free legal consultation,” research suggests that it’s better to use first-person. Why? Because subconsciously, leads are thinking “I need legal guidance” and not “You need legal guidance.” By creating a CTA in first-person and saying something like “Help me with my case,” you can capitalize on this impulse.
2) It Implies Urgency
You never know if you’ll ever have another chance to win a person’s business again, so it’s critical that your CTA conveys urgency so that a lead is more likely to take action right away. For example, you might say “Get my free whitepaper now” or “Call today for my free consultation.” Doing this should minimize the number of fish who get off the line and allow you to strike while the iron is hot.
3) It’s the Right Color
When it comes to determining what the best color is to use on a CTA, there’s been a lot of debate. After plenty of testing, many experts swear that red is ideal. However, others say that orange or even green gets the best results. From my personal experience, I’ve found red to be the most effective overall simply because eyeballs tend to gravitate to a bold color like red. But to tell which color is best for your site, it’s smart to experiment by performing split testing using analytics to see which color brings in more conversions. You should also ensure that the color you choose contrasts the background color of your site because a lack of contrast will minimize the attention a button receives.
But to tell which color is best for your site, it’s smart to experiment by performing split testing using analytics to see which color brings in more conversions. You should also ensure that the color you choose contrasts the background color of your site because a lack of contrast will minimize the attention a button receives.
4) It Uses Bold Text
Besides using a color that pops, it’s important that you use bold text that naturally captures the attention of your visitors. Try experimenting with a few different fonts until you find one that seems suitable.
5) It’s Located Logically
As the old saying goes, “location, location, location.” This is obviously in a different context, but location is nonetheless massively important when it comes to CTA button placement. When it’s all said and done, you want it to be in a place that’s logical and intuitive — and because this is a fairly exhaustive topic, it’s recommended that you check out this guide from Unbounce for choosing the ideal placement.
By understanding a few basic principles, you can fine-tune your CTA button and maximize the number of leads who actually become clients. Once you figure out the right formula, you can simply rinse and repeat for any other CTAs you create in the future.