If you run our own site, you’ve most likely heard of the call to action. For those unfamiliar with it, a call to action tells the visitor what action to take whether it’s signing up for your site or making a purchase. While there are plenty of guides on how to make a compelling call to action, the fact of the matter there isn’t any definitive answer on what will work for your customers. In order to get the most conversions, you’ll need to test and optimize your own storefront to see what works best for your customers. With that in mind there are several important things to consider when creating a compelling call to action.
Color is one of the most important aspects of your call to action and can determine who clicks, how many times and how quickly. In fact, 85 percent of people say color is the main reason they buy. There isn’t any single color that converts the best so when choosing one make sure it is different from other colors used on the site to immediately draw visitors attention. You can also choose a color to promote a specific emotion. For example green tends to mean “go” and is also one of the easiest
If visitors cannot find your call to action easily, they won’t click. You want to place it in a prominent position, generally above the “fold” of your site, or within a page’s viewable area. In general web users spend 80 percent of time looking at information above the fold. With that said, it is possible to successfully convert people after the fold as well so long as the copy you offer is compelling. After all, while the below the fold content only garners 20 percent of the views, most of the people who scroll down are more invested in your site.
You’ll need to test what location is best for you based on the type of visitors you receive. Most visitors want to know exactly what benefits they receive when converting so it’s important to state your value proposition. Use short, compelling copy before your call to action to explain why users should click.
Shape and Size
There’s a reason most buttons have rounded edges – our brains want to avoid sharp edges due to our innate primal instincts. In fact, studies have shown rounded shapes cause more activity in the visual cortex. In simple terms, it means people pay more attention to these objects than those with sharp edges.
In terms of size, you’ll want to keep mobile in mind when designing your buttons. More than 60 percent of internet access is done via mobile so it’s you make your buttons large enough for mobile users to tap.
The message of your call to action should be simple, clear and specific to your product. The best call to action buttons use a simple verb to explain the action that will take place once visitors press the button. Try to be as specific in your wording as possible while still keeping it short. You can also add language specific to your product. If you’re selling tea instead of saying Buy Now you can say Brew Now or Steep Now to see if that increases conversions.
Humans are emotional creatures and tend to make decisions based on them. If you want to increase your conversions, you need to pinpoint what you want your visitors to feel when they’re scrolling through your site. Whether you’re going for excitement or serenity, you want to trigger that emotion with your copy and associated images and then create a sense of urgency with your call to action.
There are several calls to action on the Starbucks page, but Starbuck utilizes excellent color to separate their main call to action from the rest while maintaining the overall color scheme. The button text clearly tells you what will happen when you press it and the brief copy above it explains why visitors should join.
53 does an excellent job mixing text and images to really give visitors an idea of what pencil does. The copy explains its purpose and the image shows visitors how it is used. On a deeper level the subtext of the words and the design of the stylus as a pencil really makes the product seem very user-friendly and simple to use. The call to action immediately draws the eye to it due to the contrasting and bright color. The secondary call to action is very basic and does not detract from the main one. In fact, it veers away from the action-based words of the main one (Buy) to minimize its importance.
Although the call to action button itself blends a bit too much with the rest of the site’s user interface, the image evokes a sense of freshness and quality in terms of the ingredients while the copy capitalizes on people’s sense of goodwill and charity. It’s a powerful combination that makes people feel good about this purchase because it is healthy and helps children.
Department of Motivation
Department of Motivation makes full use of the space above the fold to get visitors interested in their Flip Band product. The image emphasizes a feeling of triumph while the text backs this up with their talk of sticking to goals. The company manages to intrigue visitors and follows the copy up with the orange call to action button. Visitors know exactly what the product looks like, what it does and where to click within a couple seconds.
Carry On Cocktail Kit
Despite its simplicity, there’s quite a lot going on the homepage of Carry on Cocktail Kit. You immediately see what their product looks like and the branding of the plane, the name (carry on) as well as the kits in the middle of the sky all inform visitors on the nature of the product. Anyone can guess that these kits are meant for creating cocktails on the plane. The call to action is simple but effective as the images create a sense of intrigue.
Dollar Shave Club
The Dollar Shave Club does an excellent job of breaking the mold. Rather than rounded edges on their call to action, they opt for and arrow. This works in the site’s favor because it stands out against the rectangular shape of the wood background and the video above it. The call to action text is short but compelling and hearkens back to Nike’s slogan to “Just Do It.” Additionally, the copy really outlines the benefits of joining the Dollar Shave Club (no commitment, no fees, no BS).
Manpacks proves that knowing your target audience goes a long way in terms of conversion. While the background might seem a bit busy, it shows a stereotypical image of a man in plaid sawing wood. Combined with the strong emphasis on manliness from the name of the company to the use of manly in the copy and social proof (1000’s of men) it draws in the intended audience. The call to action button itself is easy to see thanks to its color and ample amount of blank space around it. As well, the Get Now text creates a sense of urgency while also being lower pressure than Join or Subscribe.
An effective call to action requires time, testing, an understanding of your customers and, most importantly, an understanding of your brand. If you’re not getting the conversion rates you’re expecting it’s a good idea to redo your call to action.