Call to Actions (CTAs) and Conversion Rate Optimisation (CRO)
So you’re spending your marketing budget getting people to your website, but do they know what to do when they get to your website? Call to actions are absolutely crucial to increase factors such as conversion rate, time spent on time and bounce rate.
You need to create a seamless journey for your customers, to ensure they participate in your end goal, whether that’s to buy a product online, make an enquiry or give you a call.
If you’re spending budget on campaigns on Google Adwords, you may also want to ensure that you’re using strong CTAs in order to increase your CTR on your adverts. Similarly, you can utilise your meta description or page titles on organic search in order to create stronger CTAs.
A call to action provides…
- Focus to your site
- A way to measure your sites success
- Direction to your users
Optimising your CTAs
There are several things you can do to ensure your call to actions are standing out on your website:
1. Clear and concise messages
In order for people to understand what you want them to do on your website, you need to create clear and concise messaging. You should split test different call to actions to see what your audience responds best to. This will allow you to increase your conversion rate, and ultimately your bottom line.
2. Bold and bright
They say that people respond better to different colours. You can test different colours as well as how your CTA looks on the page.
3. Heat maps and user videos
Installing heat mapping software is a crucial way to see how your customers are interacting with your website. This will tell you whether you need to move your CTA further up the page, make it bigger or if people are engaging with any of your website.
4. Engaging messages
If you’re trying to get someone to carry out a task on your website such as a contact form, by using terminology such as ‘call now’ or ‘get a quote’ this isn’t that engaging. Try and think of incentives and exciting ways of getting customers to carry out the final conversion.
Netflix are a great example of this, they utilise a strapline ‘watch anywhere. cancel anytime’ with a strong call to action of ‘join free for a month’. This give customers an incentive to join!
5. Use active urgent language
A call to action should clearly tell users what you want them to do. They should include active words such as:
All of these encourage users to take an action.
6. Get the position right
Another important factor is the position of your call to action on the page. Ideally it should be placed high on the page and in the central column. Furthermore, the more space around a call to action the more attention is drawn to it. Clutter up your call to action with surrounding content and it will be lost in the overall noise of the page.