Five Reasons to Rethink Your Call to Action

9 May

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You spend time or money getting the perfect webpage designed. Then, you write the perfect copy that is sure to captivate consumers and get them interested in your brand. You spend big bucks on ads or other methods to attract visitors to your site in the first place. However, there is one more thing that is standing between buyers and your product or service–the call to action. Though it may be just a few simple words, its importance can’t be overestimated. If you’re still using that same call to action you have been using for years and you don’t like the results, we’ve put together five reasons why it may be time to rethink that plan.

  • Your Desired Result Isn’t Clear – A call to action should be clear, simple and defined. If your CTA is too long or has “choices” it could be that web browsers don’t know what you want them to do. Try a twist on the simple “click here” or “buy now” and see if you get any improvement.
  • Visitors Have to Work Hard to Find It – Where is your call to action? While placing one at the end (bottom) of your content makes sense, if you have a long landing page you may lose some of your visitors before they get to the button. Placing at least one call to action above the fold will allow the impatient to follow through and see what else you have to offer. At the same time, including one at the end will allow you to grab those who believe in reading it all.
  • It’s Not Attractive – A call to action should SCREAM “click me.” Is your website button design attractive? Does the text and formatting look up-to-date and modern? A few simple cosmetic changes may make a big difference.
  • It’s Not a Button – While an in-text call to action can be useful as well, provide at least one “button” or graphic. Some readers may be more drawn to this type of setup than a boring text link.
  • Finally, if you’re not getting the results you desire, maybe it is time to do a little testing. A-B testing can be a great way to see what works, what doesn’t and come up with some better ideas for the future. Don’t be afraid to try something new. That’s the beauty of the internet–you can always adjust it later!
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