The buttons, images, or forms representing your call to action should be clear, unambiguous, and easily identifiable. Following are qualities that every effective call to action should have:
Qualities of Call to Actions That Actually Convert
1. Effective call to action or button copy. Some of the most effective copies include, "Get Your Free Copy NOw!", "Sign Up For Free", "Start Earning Today". Each copy starts with a familiar verb (i.e., Get, Signup, Start), followed by a statement of value (i.e., Free, Earn) and a promise of immediate gratification (i.e., Today, Now).
2. The right text case. Through extensive research, online marketers found out that the way you present your text in the call to action button matters greatly. Using an uppercase letter for each word in the copy is proven to be more appealing to visitors.
3. Position and design of your button or call to action. Button design can mean the difference between a lost sale and a conversion. Below are some pointers to help you come up with the most effective button design:
• Use a color that will stand out. Blue, green and orange are colors that normally catch visitors' attention. Red can also be used but it is has been widely associated with "warnings" and "unsafe" content. Be careful when using it, you might scare some visitors away.
• Make your button is large and bold so that even casual visitors scanning quickly through a landing page can't miss it.
4. Call to actions should be smartly positioned in the page. The fist call to action should be placed on the upper fold of the page (the part of the screen viewable without scrolling down). If you have a long landing page, it is recommended that you place your call to action buttons on three places: top, middle, and bottom of the page.
5. The use of click triggers. Click triggers are used to enhance the effectiveness of your call to action. A trigger can be a text, a phrase, or a sentence placed very near the call to action button. They are used to help alleviate doubts that your visitors may have in clicking the call to action or purchasing your product. Following are click triggers commonly used by online marketers:
• "Free Shipping"
• "Risk Free"
• "Limited Stock Only"
• "Save 50%"
Remember call to actions do not behave the same way for all websites. What works for one business site may not work on yours. You have to try positioning your call to action on one area of your landing page; if it doesn’t work you’ll need to place it somewhere on the page until you find the perfect position where it actually gets clicked frequently. Experiment, experiment, and experiment to find out what works best for your site.
Image by FreeDigitalPhotos.net