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

Chris Marentis is a passionate entrepreneur and innovator determined to leave a legacy bigger than himself. Chris grew up in an entrepreneurial family with a father who owned a home contracting HVAC business. When traditional media was disrupted by the online world, empowering consumers to rely less on sales people and advertisements to make decisions, large companies with big budgets could afford to play the game, but the local entrepreneur, like Chris’s father was left behind. This disadvantage inspired Chris to write Surefire Social: the guide for local SMB’s to compete in the digital world. Chris was invited to speak at events and demand grew for ways to implement his ideas. Chris turned his vision into a reality when he started Surefire Social in 2009. Feedback was strong. Businesses began asking for help implementing their digital marketing and Surefire evolved into a SaaS and services business. The company’s dramatic growth came with only 1-2 sales people at any given time and a limited marketing budget, thanks to referrals from rabidly loyal clients. The company’s latest innovation Surepulse, an SMB’s Digital CMO, provides data insights and competitive tactics to marketing novices, giving them complete control over their online marketing activities. Chris has spoken at the following events: SMX, BIA/Kelsey, Hanley Wood International Roofing Show and Contractor Summit, NAILBA National Conference, Tech Summit, CCN, GAF Wealth Builders, Gutter Helmet National Dealer Meeting. Publications Chris contributes to: Street Fight, Search Engine Land, iMedia, Social Media Today, Franchising World‏.

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