How often do you look at that little button that you click on? (AKA “call-to-action” or CTA.) Did you know that some CTA buttons are more “click-able” than others?
Modern Marketers common goal: “Connect with the audience and move it’s members to meaningful action.” This usually means a mouse-click or a finger-tap, which leads to a website and the glorious “conversion”.
But how often do you look at that little piece, the button, that got clicked on? That, my friends, is a call-to-action, also known as CTA. Did you know that some CTA buttons appear to be more “click-able” than others? Intelligent marketers have invested years of science and study on this brain science. The result? Attention-grabbing campaigns that get the click. And yes, there is a “right” color, copy, shape, and placement that will get you remarkable click rates.
Color = Click
“Color matters, probably more than you realize: 85 percent of people say color is the main reason they buy a product,” explains Cynthia Price, Director of Marketing at Emma, Inc. “There’s no magic color that converts best, so choose a button color that contrasts with your design to make it stand out (think: orange on blue). Or, use a color that promotes a certain feeling.” The psychology of color is a big deal.
How is the color orange used online? It’s a great attention-getter. It encourages fast action. “It’s also the color most associated with cheap or inexpensive things. And, we all know green means ‘go’,” says Price, “which is pretty handy when it comes to CTAs. It’s also the easiest color for the eyes to process, so it’s often used to relax the mind and promote growth.” Red on a college website has entirely different associations than red on a funeral website. Keep in mind your company’s branding. The color you choose should compliment and coordinate with your branding. The wrong color combination is a deterrent, and will hinder the results you want. Don’t know much about color, their uses and meaning? Hire a competent professional.
What are the right words to use? (In marketing and writing circles, the term used to describe “all the words” is “copy”.) “Write copy that is irresistible to click.” Be specific. “click here” is over-used and not as effective as “download the guide” or “start” or “get”. Use energetic and active verbs. Price gives a great tip: “One recent study found a 90 percent better conversion rate using first-person language, e.g., “Start my free trial” vs. “Start your free trial.” Also, simply adding the word “now” to a CTA button can boost conversions by creating a bit of extra urgency.”
Rounded, Big, Tappable and Tested
These are the words that should describe all your CTA buttons. Did you know our brains are hard-wired to avoid pointy things? Same is true for online visuals. Rectangular buttons are most popular, but rounding the corners are recommended. Make sure the size of the button is large enough to be tapped on a mobile phone. Keep the balance though. Buttons that are too big are obnoxious and will be avoided (with visitors likely shouting, “Run away!”). Surround your button with white space to help them stand out. Give them plenty of room. You want them to “pop”, and you want them to feel a part of the whole design, too. “They should attract the eye, not look lost in the desert.” Excellent advice from Price. Don’t know what the sweet spot is between too big and too small, enough space and too much? I bet even Goldilocks would recommend you refer to your hired competent professional.
In a Glance
What you want your audience to do should be clear in a single glance at your website. CTA buttons should be “above the fold” (no scrolling to find them). “Visitors spend almost 80 percent of their time above the fold, so you’ll catch those folks who are ready to act right away without forcing them to sift through content to get there.” Put the important stuff, especially your CTA buttons, where people see them.
Every audience is different. Do you know yours? Do you know their demographics, and what colors, shapes, copy and placement have symbolic meaning to them? Test and get feedback from your audience. Get quality professional assistance. You will find the right combination for your CTAs that get winning-bell results.