One factor that is crucial in determining the success or failure of your website is CTA or Call-to-Action. This is therefore something that deserves your undivided attention.
Here are a few things you need to keep in mind if you wish to ace your Calls-to-Action:
Start defining your Goals
Before you go ahead with designing a CTA, it is important to understand the very purpose of your online presence. Ask yourself what exactly you are trying to achieve by setting up your website? The answer to this question will help you determine how you need to use your CTA.
Understand the Expectations of your Audience
Unless you are going to give your audience what they expect, you cannot achieve your objectives in business. Find out why they landed up on your site and what they were looking for. This will give you a fair idea about what their expectations are. Accordingly you can customize the content and phrase your CTA.
Make it Clear and Visible
The importance of visibility of a CTA cannot be stressed enough. However well you may have phrased your CTA, if your visitors cannot spot it, it is an absolute waste. Pay utmost attention to:
Your Color Palette: The color combination that you choose should accentuate your CTA. Instead of going for clashing colors, use a contrast that will make your CTA stand out.
The Size: While too big a CTA may lead to frustrated visitors, a very small one can destroy the entire purpose of using a CTA. Do some trial and error and choose an appropriately sized CTA button with correct proportions.
The Location: Make sure you choose a prominent spot on your Web Page to place your CTA. Include a lot of white space around the button so that visitors do not get distracted. Use the right content to prepare the visitors to be ready for your CTA.
Keep It Short and Simple
The CTA that you use is not something that has to describe the benefits that you promise your users. It is an action that you describe in a straightforward way. A few examples include – “Register for a Free Trial,” “Buy This,” or “Download This.”
Make it Compelling
Your CTA should start with a powerful verb that determines what is going to happen next. It is this kind of invitation that compels your visitors to take the desired action. It helps them justify their decision by increasing their confidence levels.
Add in a Sense of Urgency
You can add in words like “Today,” “Right Away,” “Here” or “Now,” towards the end of your CTA text. This will strengthen the impact of your CTA and prompt the users to take immediate action.
Rewarding your Users with an incentive every time they take the action that you desire is a good way to increase the effectiveness of your CTA. For instance your CTA could be something like – “Download straight to your Device,” “Start your Free Trial,” or “Create your Own Blog.”
While CTAs are a very important aspect of your website, you cannot neglect the rest of your site. Through your site design, textual content and images, you should focus on creating an atmosphere that motivates the visitors to follow the CTA. Also, keep tracking the success of your CTA and improve upon it whenever possible.
Dr. Hitesh Sharma
Digitize Software Pvt. Ltd. & Bless International Exports