How to Increase Conversions With a Call to Action

Hi everyone!

When representatives of High Water Standard came to us for the first consultation, they honestly told us that they only advertise offline. This didn't surprise us - there are still many companies that do not engage in digital marketing, despite the rapid development of online technologies.

However, in today's world, it is difficult to develop a business without the Internet because customers are looking for information about services and products ON THEIR GADGETS, NOT ON BILLBOARDS. HWS came to the same conclusion and turned to us for help.

It turned out that its website was really outdated. The Lasting Trend team had to do a lot of work to improve the resource. It was a rewarding experience for us because we could see clearly how even minuscule changes can significantly?increase the effectiveness of a website.

For example, SEO reputation management tools on the website of HWS did not use CTAs. After we added lead generation forms and calls to action, HWS started getting TWO TO THREE LEADS A DAY from their website.

Not bad, right? That is why I propose to talk more about what a call to action is and how it works.

Unfortunately, I often see calls to action being misused. For example, there is an opinion that a CTA is only needed for an order or?landing page. This is not true. A call to action can be effective in many other situations.

The idea that calls to action should be the same throughout the site is also wrong. You can invite the audience to register on the site, subscribe to the newsletter, subscribe to the webinar, apply for a consultation, download helpful information, etc.

Now let us look at how to make your CTA more effective.

1???Formulate the text correctly

Usually, a call to action is not limited to a button, because there is still text with a description nearby. Use it to explain the benefit to the user. Customers need to understand what they will get when they click the button.

It can be done in several ways:

• Write a phrase on behalf of the user "I want to..." and then continue - "download the template," "get advice," etc. It is important to formulate the phrase in the first person. It will increase the conversion.
• Make the call clear. The user must understand what the result will be. For example, "I want to get a FREE consultation."
• Try not to ask for anything from potential customers, but, on the contrary, give them something useful.
• Tell customers about the benefits. A/B tests show that if there is an explanation about the benefit next to the CTA, the button performs better.
• Use the fear of missing something important. A ConversionXL blog post explains how he managed to?increase conversions by 330%?by adding an element of urgency to his offer.
• Add social proof. Tell the audience how many customers are already using your services or how many subscribers the newsletter has collected. If you have something to brag about and this figure is impressive, people will more readily respond to your call.

2???Choose an effective design

The call to action should stand out from the rest of the content and grab the attention of users.

• CTA can be issued as a link, picture, or button. The button is the most efficient option. According to?Hubspot research, images convert on average two times less effectively than buttons.
• The color of the button significantly affects the conversion. The call to action should stand out from the rest of the content on the page, email, or message.
• The larger the button, the more noticeable it is. Also, it is easier to place a clearer and more specific call to action on a large button. It is especially important to choose the right CTA size for the mobile version of the site.

3???Choose a location on the site page

Surely you already know that it is better to place the button on the first screen. The logic is obvious - not all users get to the end of the page or letter. According to?research by the Nielsen Norman Group, site visitors view the first screen about 80% of their time on the site.

Still, there are times when a button at the bottom works better. We are talking about situations where the audience is offered complex services and investments - education, building a house, treatment, etc. Legal services are also on this list. Customers require much more information to make these decisions, so they read each page more carefully and spend more time on them.

The easiest way to solve the problem of choosing the right place for a button is to place several and see how it plays out. The best solution is to add a button every two or three screens on the site, as well as at the beginning and end of a long email.

As you can see, a call to action is much more than just a page or email element. Call to action is the final result that all other content works for.

If you have any questions, you can always ask them in the comments!

? And finally, I will give one more tip. You don’t need to get stuck on endlessly improving the form and text of the call to action.?

Perhaps the reason for the low conversion is not the inscription on the button but a weak text that could not motivate the visitor to complete the target action. The right way of writing such a text will be a topic of a separate article.

Good luck!