The Critical Importance of An Effective Call-to-Action

Are you experiencing lower than anticipated conversion rates? Are your landing pages performing poorly? Are sales down on your website?

This isn’t WebMd, but we’ve diagnosed you with a bad case of “Crap-Ass CTA” ... Don’t be upset, it happens to the best of us, and the best news is: we can cure you!

Your call to action buttons are arguably the most important part of your website, so you need to get this remedy down ASAP. A great CTA can direct users, get them to take a desired action, improve conversion rates, and ultimately help your website achieve its defined objectives.

On the other hand, generic, poorly placed, and boring CTAs will do very little to get your users’ attention or get them to click (see crap-ass CTA above). If you’re using ‘click here’ or the like - it is definitely time to revisit your engagement and call to action strategy on your website.

Having strong but relevant calls to action on your website will help you grab the attention of your website visitors. This will help increase user interaction while achieving business goals like: email subscriptions, sales, sign-ups, and so much more.

If you need your visitors to take action immediately, and to convert, then using CTAs will allow you to achieve that. However, you can’t just slap a CTA on a button and call it a day. You need to think strategically and creatively to ensure your CTA is achieving its objective.

In an attempt to enhance engagement and get landing pages to perform better, many try to reinvent the wheel and stray from the CTA button formula that has been so successful in the past.

RELATED: What Is A Landing Page and Why Are They Important

Crazyegg explains this situation...

We hate to insult your intelligence, but it needs to be said. CTA buttons are buttons.

  • They are not text

  • They are not hyperlinks

  • They are not gifs

  • They are not memes

  • They are not pictures of your dog

They are buttons.

The call to action is so important, so essential, so indispensable and so overwhelmingly powerful that you should not attempt to make anything but a plain button.

Not this kind of button:


But this kind of button:


“Crap-Ass CTA” Symptoms

If users are not clicking, there is an issue. While a first step would be to check your user data and social data to identify how your calls to action are performing and which landing pages need the most attention, there are 4 core considerations for every call to action button:

1. Text Is your call to action clear? Does it create a sense of urgency? Is it short and to the point? Does it communicate value?

2. Placement Is your call to action above the fold? Is it in a logical place where users would most likely take action?

3. Size Is your button easy to find? Is it too big that is has become a distraction? Is it easily identifiable as a CTA button? Is it sized appropriately for mobile?

4. Color Does your button visually stand out from the rest of the page? Is there enough white space surrounding it? Have you tested which colors provide you with the most clicks? Adjusting these four elements can have a significant impact on landing page results, clicks, and conversions.

3 “Crap-Ass CTA” Cures

1. Assess and test It is important to take a look at the current data you have about your CTA buttons and conversion performance. Take a look at website analytics, landing page performance, traffic sources, and other accessible data. What’s working? What isn’t working? Answering these questions will help you target which components of your CTA buttons require some further testing and tweaking.

Social data and user data can be used to learn more about your website visitors, create user profiles, and improve understanding of your visitors’ online behaviors to help improve click through rates.

2. Choose the perfect location Location, location, location. Where you place your call to action on your landing page can impact its performance. You may need to play around with placement a bit — try a CTA above the fold, below the fold, and where you think it should naturally appear on the page.

Landing page best practices traditionally state that your CTA button should be placed above the fold; however, placement higher or lower on a page is dependent on the complexity of the offer.


3. Make text action-oriented A little motivation, and an action word here and there, can help boost click rates. Use short and action-oriented words to create a sense of urgency and get your users to act. The vast majority of your online viewers are skimmers and scanners. The simpler the words you use to present your ask, the more it’s going to resonate with your audience.

The more action-oriented your CTA verbs are, the more immediate reactions you’ll provoke.

Making the text more specific and relevant can also help increase conversion rates. PHANTOM POWER Marketing found changing a fitness company’s CTA button text from “Get your membership” to “Find your gym and get membership” increased click through rates to the payment page by more than 200%!

RELATED: View the Crunch Fitness Case Study


What CTAs have been working for you? What tactics do you use to assess your CTA performance?

Sound off on the PHANTOM POWER Marketing Facebook Page, Twitter Feed or LinkedIn Page.

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