Pushing your button
 

Your primary call to action - that button that sells or urges people to sign up may not be doing it’s job as well as it could. I’ve reviewed a number of articles from experts in the field and summarised the quick action list of how to make your buttons irresistibly clickable.

Why not take the following challenge this week and see if you can improve your sales, signups or registrations?

The Challenge for this week

  1. Benchmark your current conversion rate on your primary call to action button/s

  2. Read through the list below and make some of the suggested changes to optimise your button 

  3. Check back in a week or two and see if your conversions have improved.

Top 5 Call to Action Button Optimisation Tips

1. Be Personal and Active

Using generic labelling such as “Submit”, “Sign up” or “Subscribe” is guaranteed to make the button merge into the general noise of information on your page. These are so ubiquitous now you need to make them personal and active. Some good examples are “Give me access” or “Send me updates”.

Both of these refer to the reader as ‘me’ - so first-person language and are active ‘give’ and ‘send’. Look at the below examples. Both are active in their language using action words and make it personal to the user.  

 
First example of button using active and personal language
 
 
Second example of button using active and personal language
 

2. Positioning

Your button needs to be located very close to the ‘list of benefits’ or similar content. If you’re selling a product, make sure the button is positioned in a prime position near the image or key feature list. Both of the below examples place the call to action in a prominent position that can’t be missed.

 
Example button no 3 - positioning!
 
 
Example button no 4 - positioning!
 

While a lot of advice will state that it needs to be above your page fold, this is nearly impossible to control across all platforms and devices, so the positioning is all about connecting directly to the flow of the page in a prominent position. For example;  Features leads to benefits > insert your large CTA button > leads to proof > insert another large CTA button > and so on and so on. Don’t rely on one button on the page and make it dominant and connected to the key points of your proposition.

3. Include the benefit

Refer to what it is they’ll be getting as part of the button. Language that says exactly what they will get is compelling. For example “Make me a better marketer.” Look at the below examples. Both are very different approaches but they both make the benefit to the person very clear.

 
Example button no 5 - what's the benefit!
 
 
Example button no 6 - what's the benefit!
 
 
Example button no 7 - what's the benefit!
 

4.  Colour matters

Make sure that the button is the most dominant colour on the page. Try the following. Quickly glance over each of these examples and notice where you eye is drawn… to the button right? Simple principle but very effective.

 
Example button no 8 - colour that stands out!
 
 
Example button no 9 - colour that stands out!
 

5. Use the power of options

You can nudge people towards clicking your button when you provide them options. If you make the second option unattractive, then they will be more likely to sign-up for your positive option. 

For example, "Yes, tell me how to be a better marketer" OR "No, I’m ok with my current skill level".  

Here’s an example. You just want to make sure you don’t go too far and make your alternative completely negative - its a fine line but try and make it a status quo versus positive new state.

 
Example button no 10 - give them options!
 

A few extras tips

  • always make the button bigger!
  • make it look like a button - not like another call out tile or highlight
  • if relevant put your privacy link near the button to show credibility.

Let me know how you get on with your challenge. Good luck!

Gratefulness to the following as well as further reading for you:

http://www.wordstream.com/blog/ws/2015/02/20/call-to-action-buttons

http://blog.wishpond.com/post/103290853633/the-25-best-words-to-use-in-your-call-to-action

http://blog.hubspot.com/marketing/great-call-to-action-examples

http://blog.crazyegg.com/2014/07/22/call-action-buttons/



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