OK, so you have a website. Perhaps it’s a hobby blog or a small eCommerce shop or perhaps a B2B website. Every website will have a purpose, this is especially true when it comes to business blog or website. So for example, a blogger may want to increase the size of her mailing list,
So for example, a blogger may want to increase the size of her mailing list, the eCommerce website needs sales, and B2B website may be focused on getting business inquiries.
What is a call to action?
Call to Action or CTA on a website is an instruction or suggestion you give to your visitors to encourage them to take a certain action on your website. So, for example, a blog may have a
So, for example, a blog may have a button with a call to action like Subscribe to our newsletter. B2B website can have a CTA like Get a free quote now, and of course, we’ve all seen the buy now button.
The main purpose of CTA is to get the blog’s visitors to click and complete the action.
Making your call to action ( CTA) work
Of course, we’ve all seen different types of calls to action however not all of them are created equal, and not all of them work. If your CTA is not working or if it performing very poorly then it’s a big problem. One of the most common outcomes will be your visitors leaving without subscribing or without buying anything. Of course, you can now see why it is very important to make sure that your CTA works and the website are performing to it’s best ability.
In this post, I’m going to share some tips which will hopefully help you improve your blog or website when it comes to CTAs.
Make your CTA visible and visually appealing
It’s quite simple. You need your visitors to see you CTA if you want them to click on it. You also want to make it visually appealing, it has to work with the design of your page. Most of the business blogs will have a graphic designer, but if you are a blogger on a small budget, there are some tools you can you to help you with the design.
Your CTA should stand out, and you don’t want it to blend with the page. Use different, contrasting colors to achieve that. Also, consider the size and positioning of your CTA, it has to be visible. Use common sense, if the dominant
Use common sense, if the dominant color on your website is blue, then a blue CTA is probably not going to stand out as much as a yellow would. Use heat maps and scroll heat maps to determine the best position for your CTA as a rule of a thumb, most of the marketers will tell you to keep your CTA above the fold and from my experience it does make sense most of the time. However, your decisions should be backed by actual data. Use scroll heatmaps to see how users interact with your pages to determine the best position for your CTA. There is a lot of tools you can use, both paid and free.
There is a lot of tools you can use, both paid and free.
You can try Hotjar which has a generous free basic plan. As I have mentioned above, even tho having your CTA above the fold may sound like the best place to make it effective, this will not always be the case. There are some factors which will come into play here such as: the design of your page, the length of your content, type of offer, etc. So remember, use data and not
So remember, use data and not guesswork.
CTA A/B split testing
If you are not familiar with the concept of A/B testing, then A/B testing also called split testing is a method of comparing two versions of a page to see which one performs better. So for example, visitor ?you can have two versions of your page one with a red CTA button and one with yellow CTA
So for example, you can have two versions of your page one with a red CTA button and one with yellow CTA button. You can then compare which one got more clicks. You can use the same method to
you can have two versions of your page one with a red CTA button and one with yellow CTA button. You can then compare which one got more clicks. You can use the same method to compare versions of your page with your CTA placed in different locations, let’s say one page with CTA above the fold and the other one with CTA below the fold.
Give your visitors a reason to click
Ask yourself a question,
- would you click on your own CTA if you a visitor?
- What’s in it for them to click, why should they click?
Having an unique USP can definitely help you with that. Make sure you are offering something valuable.
Use a command verb in your CTA
Let your visitors know exactly what you want them to do, so for example if it’s an eCommerce website use words like buy, shop, order, and a blog could use CTA like Subscribe or Download.
It should be obvious to your visitors what the CTA is. Make things easy for your audience.
Make it easy
Make completing the task easy. If you want someone to subscribe to your newsletter, there is probably no need asking the to fill in a long form with a dozen of questions. Time is precious and many people will not be willing to sign up or complete any other task if it requires them to spend more time than it is reasonable. Of course, as I have already mentioned, this is something you can and should be testing as well. From analysis can help you decide how long or short your forms should be.
Do not leave it to chance. Make sure your decisions as to where to place your CTA are based on data. Keep track of all the changes you make and see how are they affecting the effectiveness of your calls to action. Regularly track your progress and main KPIs like your conversions and conversion rates. Use this data to make changes and improve.
Over to You
I’m sure we could find many more tips, perhaps enough to write a whole series of posts on this subject. I am also sure that when you start split testing and playing with various CTAs, you will discover a number of CTA tips yourself.
Hope you enjoyed this article. Share it on social and comment below if you’ve any question.
This is a guest contribution from Izabela Wisniewska. She is an SEO specialist and university student.
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