Your call to action takes top priority when it comes to conversion optimization.
No matter how great the rest of your site may be, weak calls to action will guarantee a low conversion rate.
On the other hand, a strong call to action can make up for some weaknesses in other areas of your site.
Take a look at these five tips for ideas on creating a call to action that communicates.
Do people know what you want them to do? You may think it’s obvious that you want them to click on the buy button, but does your page lead them to take that action? Your graphics, text, and design should all point clearly toward your call to action, convincing people that they want to purchase from you
2. Remove Distractions
People may arrive on your landing page ready to make a purchase, but if they’re pounced on by ad banners, animations, videos, and links to other parts of your site, they’ll get distracted before they make it to the call to action. Once they’ve clicked away, they may not ever make it back. As you focus on conversion optimization, remove as many distractions as possible and make sure everything on the page leads the viewer toward the call to action.
Your call to action should be placed in the line of sight throughout your page. Placing a call to action above the fold before the user begins to scroll ensures that it can be immediately seen whether the viewer reads through the entire page or not. Your conversion optimization strategy should place a call to action at the end of an article or section as well, since this is a natural resting point for the eye.
4. Reduce Choices
While it’s important to put calls to action in visible spots throughout your web page, don’t go overboard with choices. Viewers who feel inundated with options may give up altogether without clicking on anything. Make your calls to action obvious, but don’t put so many that the reader feels bullied into clicking.
5. Big Orange Button
Have you played with the formatting on your call to action button for conversion optimization? If not, it’s time to experiment with a big orange button. No, it doesn’t really have to be orange. But it should be a color that contrasts with your page so it stands out from surrounding content. It should also be large enough to catch the eye immediately rather than blending in with other links.
How have you increased your conversion rate by improving your calls to action?