How to Craft a Call to Action that Converts!

Posted: Monday, April 15, 2013 at 2:30:50 PM EST by Richard Norris


Learn the secret to increase your websites conversion rate.

Call to Action is the marketing term for telling your customers what to do. You would have probably seen one on this website already.

Business owners and the general public use calls to action for everything gaining new clients or asking their mum for some money. However, they don’t take the time to actually think about what that call to action states and how to make it more effective.

Why do we need a call to action?

You don’t get if you don’t ask.

How can you receive something if you don’t ask for it? Everything you have received you have asked for. Whether you ask directly through speech, or indirectly by your actions and how you live your life.

The visitors to your website will never subscribe to your newsletter let alone buy anything if you don’t ask them to.

How do I craft one that converts?

This is where some set skills come in and a bit of creativity.

There are 5 areas that, I believe, make up a strong call to action. If you master these 5 areas your conversion rate will go through the roof.

1.       Use doing words.

“Click Here”, “Contact Us”, “Subscribe”. All of these are doing words synonymous with website marketing and a must for a call to action. You customers will feel at ease once they know what they have to do.

2.       Add an incentive.

People don’t care about your business; they want to know what’s in it for them. Add an incentive to your doing word and this will improve your conversions.  As an example, “Subscribe today and receive 30% your next order” will convert much better than just “Subscribe Today”.

Bonus Tip: get specific with your incentives. Instead of “do this and receive great benefits” get creative and say “receive a 25% discount across our entire range”.

3.       Use Buttons.

Coupled with a good graphic designer, a button is a great way to make your call to action stand out from the other content on your website. You have so much more freedom in colour choice, textures and gradients than if you just wrote a call to action in you web copy and made it bold.

4.       Experiment with Colour

Your call to action won’t be as effective if it fits in with the colour scheme of the rest of your website. Provide it with contrast so that it stands out. If you have a blue theme, make your call to action button orange or green. Consulting your graphic designer would be a wise thing to do here but there are free colour wheels available online (like this one) for you to consult what colours are complimentary to one another.

5.       Let It Breathe

Calls to action get claustrophobic when to many things are around then. To make your call to action convert better, create a space for it that is in a central, easily visible spot on you website that doesn’t have much around it. Having things around you call to action will lessen its effectiveness and lower your conversion rate.

We have found that by implementing these 5 aspects increase the conversions of calls to actions dramatically. Feel free to experiment with these aspects, change the wording every three months and at the end of the year see which one has worked the best. For fast tracked results set up multiple websites but have varying differences on each. After six months compile your analytics and see which website performed best and make this your main website, rinse and repeat for the next six months.

If you have any question or any examples of calls to action you wish to share, please contact us or leave a comment below.

Richard NorrisAbout the Author : Richard Norris.

Richard  is the CEO of SiteZero , an Australian based Digital Marketing Services organization.
Richard loves technology and is the Ecommerce evangelist at SiteZero.
You can connect with Richard on Google + , Linkedin  or at the SiteZero Facebook Page

Richard Started his first Business in 1985 and entered the online world in 1998.
He’s a bit like “The old man and the sea” of digital Marketing
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