The determining factor in whether or not you’re getting the most out of your website or landing page hinges on the success of your call to action (CTA). The call to action is the primary goal you have set for your visitors once they’ve come to your page and it’s essential to make this as clear as possible for your users. Fortunately there are quite a few strategies you can use to maximize the amount of attention your call to action will receive.
One effective method of increasing the likelihood your CTA will be followed is by REDUCING THE AVAILABLE OPTIONS users have once they land on your web page. If you have a bunch of non related links and messaging on a particular page, it’s easy for a user to get distracted and take off on another path, which doesn’t involve your original objective. Having a singular message keeps user’s attention focused on the ultimate goal and should help them identify the action they should be taking as soon as they arrive.
AVOIDING EXAGGERATED CLAIMS is another good practice when encouraging people to follow through with your call to action. Exaggerated claims such as Amazing! or Incrediblile!! will often be met with skepticism. Similar to the real world, people are turned off by pushy salespeople and being too aggressive is a good way to drive away users.
By KEEPING YOUR CALL TO ACTION ABOVE THE FOLD, you can ensure site visitors will be able to see it with little to no effort on their own. One of, if not the first, element seen be a user on your page should be a clear call to action. As noted in a previous blog on landing page conversion, using whitespace around your CTA allows it to stand out more, while making it clear that it’s the most important element on the page.
MAKE SURE USERS KNOW WHAT THEY WILL GET by clearly stating the purpose of your call to action. For example, if you are looking to sign people up for a webinar and have a data capture form, the submit button could read, ‘Sign Up for Webinar’. Having a clear and consistent message will increase confidence (and online conversion) in your offer.
Any other ideas??