This guest post is by Christopher Jan Benitez of PrintRunner.com.
For site owners to increase their profit, they need to strengthen their calls to action (CTA).
Websites earn from visitors who click on a button or banner. This leads them down the conversation funnel until they reach the end of the funnel where they become a lead, if not a customer.
Getting people to perform a click of a mouse button—or any desired action—however, is never easy. It takes careful planning and strategizing to get people to heed your CTA, let alone act on it.
ProBlogger has said much about calls to action here and here. But a call to action needs to weave some factors left out of these posts together into an eye-catching and attention-grabbing banner or button.
This post discusses other essential points to help site owners maximize their earnings.
1. Color
The colors you use on your calls to action trigger different emotions in users. Whether it’s the copy or button itself, you need to use the appropriate color choices that best connect with your audience to increase the chances of people acting on your CTA.
This color wheel shows how each color is perceived by users:
The color you will use on your landing page will depend on the site’s theme. For the copy and button to pop out from the screen, you will have to choose a color that is complementary to the site’s theme.
If there are elements of your call to action that stick out like a sore thumb, redesign it with a color that is analogous to the theme.
2. Size
Make your calls to action appear in large buttons or fonts. If you have different calls to action set up on your page, make the priority ones larger and the lesser ones smaller, so that users can distinguish which are more important.
Don’t design the entire page with a call to action graphic design—observe subtlety at all times.
3. Placement
Theoretically, the best places for your calls to action to appear are above the fold and below the post.
When positioned above the fold, users will immediately see your call to action as the page is done loading. They won’t have to scroll down the page to see what’s in store for them.
On the other hand, placing your call to action below the post has the potential to produce more leads. Users who scroll down the page are engaged with the content of your post. Therefore, once your call to action appears on their screen, they will be more likely to heed your call.
The placement of your CTA ultimately depends on your site design. Since each site is unique, some best practices may not necessarily apply to your blog. You need to determine how your site is viewed by users by looking at a heat map. This helps you figure out which parts of your pages receive the most attention from visitors.
Slodive has a post of heat mapping tools that you can use for your site to learn the best places where you can post your call to action.
By placing your CTA on “hotspot” areas in your layout, you increase the chances of users heeding your call to action.
4. Uniqueness
It is advisable to follow the suggested practices of a particular task, but you can’t let yourself be restricted by those practices. Eventually, everybody will start using those tactics. until every other call to action ends up looking exactly the same.
Although there’s essentially nothing wrong with having a fundamentally sound CTA, a really good call to action operates away from convention.
Writer Dan Kennedy shares his insane advertising ideas for pain relievers, financial services, and skin cream product in the market in this post. “Truly groundbreaking” are words that perfectly capture the essence of Dan’s advertising ideas.
The idea here is that your CTA stands out even more from those of your competitors. When everyone else is following the best practices for their CTA, you can do ever better by going against the flow and following your gut.
Be distinct from the competition, but don’t overdo the weirdness—you may end up alienating your target audience. Let your creative side show while still being in touch with your core values and mission.
5. The “What’s in it for me?”
To effectively get people to perform your desired action, you need to put yourself in the shoes of your potential clients.
Think of your experiences purchasing goods from a store. You will find yourself buying something that gives you the most satisfaction at reasonable prices.
As a service provider, it is your responsibility to provide high-quality products and services that fill a need. Start by listening to people and knowing what makes them tick. Then develop your CTA based on the findings.
The higher the demand, the greater the possibility that your CTA will be answered. Whether you’re offering free ebooks, email subscriptions, or products for sale, ensure that there is genuine interest among users, and craft your CTA accordingly.
There’s a lot more about calls to action that needs to be discussed to help site improve their lead generation tactics and increase sales. If you have tips and tricks on how to boost your CTA that weren’t mentioned in this post, let us know by commenting below!
Christopher Jan Benitez writes helpful articles about social media, small business, and print marketing, in particular full color brochure printing. He is currently a writer for the PrintRunner Blog.
