In part two of this series, we explored how to increase the conversion rate by optimizing the design content. In this final part of the series, I would like to give you advice on how to produce a really effective call-to-action (CTA). Don’t neglect the power of CTA because it encourages visitors to take the desired action.
1. The CTA should be the first thing the user sees when he lands on this page. Place it above the fold but repeat it also at the end of your page if the content is long and complex.
For the registration of a webinar, Autopilot displays their call-to-action above the fold and provides the information related to the webinar below.
2. Use contrasting colors so the button stands out from the rest of the page. There is also a psychological side to this choice. Colors can affect our emotion and perception and make a landing page have more conversions. 85 percent of shoppers say that color is their primary reason for buying a product.
We can see on the landing page below promoted in the email of BFI Player and that the call-to-action stands out. The graphic chart of BFI Player uses the color pink to make important information stand out.
3. Have it big enough, but not too intrusive to risk the user leaving your page. Alter the size of the button with the rest of the page and make it aesthetically pleasing. If you have more than one button try to change the size to reflect its importance. Do not forget to optimize it for mobile: choose a size that makes it clickable with your finger and leaves clicking room around it.
Netflix has two CTA’s on his landing page. The first one, the biggest, serves to bring the user to create an account. The second, smaller one to sign-in if you already have an account.
4. The CTA must push the visitor to take action. Use short, understandable and action-oriented verbs for the text. You can also try to use a verb from the headline to reinforce and provoke an immediate reaction. The user should understand exactly what will happen when they click.
This is an illustration of the book Don’t Make Me Think by Steve Krug that explains what a user thinks when they see a button.
5. And again—test it, test it, test it. As outlined in part one and two of this series, do your own tests and make your own conclusions. Try to increase the conversion rate of your landing page even more by testing new ideas using A/B testing and let your customers decide which content works best for them. Here is a link to download our ebook about A/B testing to learn how and what to test.
Audrey Menager is an Associate Email Strategist at Return Path based in the London office. She built her experience in project management roles in France. Audrey recently chose to move to London and specialise in and join the world of email marketing. This provides her with the opportunity to use her experience and knowledge from the client side, due an understanding of the challenges faced by a marketer. Connect with her on LinkedIn.
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