Call-to-Action Button’s Powerful Effect of on Your Conversions

Posted by: Chris Marentis

Call-to-Action Button’s Powerful Effect of on Your Conversions

Do’s
Don’ts

According to a study on brands on Twitter, adding “RT” or “Please Retweet” to tweets actually makes users share your content a lot more. In the study, Tweets that included “RT” generated an average of 73 Retweets, and Tweets with “Please Retweet” generated an average of 64 Retweets per tweet, while the absence of any call to action produced only 2. This example, highlights the powerful role of call to actions in social media, while their role in websites is equally if not more consequential.

A call to action is a necessity, not a luxury

The buttons that say ‘contact us’, ‘join now’, ‘sign up’, etc. are more important than they look; they are the key to website leads and conversions. Strategically placed call to action links will instruct visitors on what to do next, and introduce site viewers into your sales funnel.

Here’s a quick story to illustrate this point: We designed a website for a client, placing the contact form and call to action links at the top of the homepage. Later on, the company decided to move them to the bottom based on the advice of another designer, and chose to focus on photos and graphics. As a result, even though all of the original content was kept, the site’s conversion rate dropped by a staggering 50%.

Maximize your call to action’s impact

Many of your site visitors are likely already in the research phase of a service/ product search, and interested in getting information that will help them make their decision. A call to action button can connect them with the help they need.

The placement, size, color, and tone of your call to action buttons must be carefully considered:

  1. Place them in prominent positions – the top, center, or above other page elements are places where your CTA can stand out.
  2. Make them large enough to attract attention – the sign has to be significantly larger than the text around it.
  3. Use high contrast colors – yellow amidst a sea of grey or bright blue in the middle of a black and white page prevents buttons from becoming just a part of the background.
  4. Surround them with empty space – when there are plenty of elements on a page, whitespace can effectively group your content and ensure that users aren’t distracted.
  5. Apply a strong, direct message – ‘action’ implies that users should be ‘instructed’ instead of ‘asked’ to do something so that your intent will appear to be clear and distinct.

While it’s good to create a striking look, don’t get too fancy. Your website’s purpose is to serve as a portal between you and your customers so avoid distractions. Keep your design preferences intact, but create an easy path for users to reach your contact and sales information. Our website design experts can help you create an online asset for your business.

Here are the before (right) and after (left) screenshots of the hompage:

website call to action

Chris Marentis

For nearly three decades, Chris Marentis, Founder and CEO of Surefire Social, has been responsible for driving innovation and sales growth for large media and e-commerce brands as well as start-ups. With a long-history of counseling local businesses about their marketing efforts, Marentis provides insight on what it takes for small businesses to succeed and thrive in today’s evolving digital environment. His notable career includes creating the foundational blueprints for online marketing, e-commerce and content branding for AOL’s Interactive Marketing group, where he served as Senior Vice President. While CEO of Clearspring Technologies, Marentis developed one of the most widely adopted venture-backed Web 2.0 technology platforms. Marentis is a frequent speaker at local digital marketing conferences and a contributor to SMB and technology-focused publications.

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