Web designers in Brisbane recognise the value that making small changes to a website can have on the success of a marketing campaign. Quite often business owners don’t realise this and assume that you need to make large, dramatic changes, rather than a few small tweaks, to see instant results.
One of the changes that we specialise in is optimising your calls to action (CTAs). These are one of the smallest changes you can make and if you get this right, your return on investment can increase dramatically. So here are 10 tips to optimising your CTAs:
- Make sure that your CTAs are on every page and highly visible.
- Try using directional arrows on your CTAs. Eye tracking research has shown that our eyes automatically follow directional arrows. Increases in clicks by up to 20% have been reported by including a directional arrow within the CTA button.
- Avoid CTAs like “Send”, “Submit” or “Click here” in the button or link text as it is doesn’t inform the user what will actually happen once they have clicked the link.
- Experiment with different CTA wording on different pages and measure the performance over time using your analytics package. You can also use A/B testing to find out what works best.
- Whenever possible, each CTA should describe the action that the user needs to take, e.g. “Download now” or “Gain full access”.
- Each CTA should imply that the user receives something in return for clicking on your button or link. For example, “Receive your free quote” instead of “Submit form”.
- Make sure you deliver on your promise and don’t mislead viewers by adding in extra steps or pages.
- Create a sense of urgency or exclusivity in the viewer, for example, “Act now to gain instant access”, “Limited time offer” or “Hurry! Get your FREE report now!”
- Don’t overuse or make your CTAs overbearing.
- Don’t make the wording too long, too complicated or too technical.
- Add a clear value proposition to the CTA. If you use a block CTA, include text such as “save 14 hours a week” or “lose 10kgs in a month”.
As you can see, these are all changes that can be made very quickly and tested over time to see which CTAs improve conversions. Remember to be brief and to the point in your CTAs and let users know exactly what you want them to do and what they will receive in return for doing as you request.