Your visitors cannot convert online without clicking a button. Which means your call to action - most commonly represented on the page as a button - can make or break your page. Can make or break your conversion rate. Can make or break your business. So give every button you write the attention it needs and deserves. Here's how...
Start with the message
- Think of your call to action as a call to value. It's not about what your prospects have to do. Its about what they're going to get when they click the button.
- Is your first word a power word? Does it catch the eye and create desire? Make it so.
- Reduce perceptions of work! Replace words that suggest effort with words that feel like life will be easy.
Optimise for attention
- Make sure your button looks clickable. So avoid grey backgrounds, which can make your button look disabled.
- Choose a contrasting colour. It shouldn't be a colour in your brand palette (even if your brand manager has a fit).
- If other buttons are plated nearby - such as on a home or pricing page - ensure the button you're optimising is distinct from the others.
- Still not getting clicks on your button? Add an icon or symbol to draw the eye.
- You know what's on the other side of your button, but you prospects don't. So use supporting copy to neutralise anxieties about next steps.
- Be careful no to over-optimise and add in extra messages or icons that will actually introduce anxieties for your prospects.