As a business, you’ll know how difficult it can be to get customers to your website. And once you’ve done that, it’s just as tricky to get them to click on one of your CTAs (Calls to Action). Even if your CTA won’t lead to a direct sale, such as encouraging visitors to sign up to your newsletter, each CTA could be a potential conversion later down the line.
So if you don’t want to miss out on any number of sales, it’s a good idea to put a little more thought into your calls to action! We’ve outlined six ways you can improve your click rate below:
1. Keep It Simple
The first thing to remember about a CTA is that it needs to be clear. People like to know what they’re getting. And if your CTA is a little bit misleading, visitors may just get annoyed! So make sure that your CTA is straightforward, and stands out on the page. It’s a good idea to use the first person where possible, and keep the tone actionable. We’ve given a few examples below:
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It’s also important to avoid using too many words, and make sure you don’t rush visitors to the checkout. If they linger, there’s every chance that they’ll add more purchases to their basket, or perhaps perform an additional CTA!
2. Design is Key
Your CTA can’t fade into the background: it has to stand out! Not only does the design – such as the font and colour scheme – need to make an impact, the location of your CTA on the page also has to be carefully considered.
It’s sensible to have more than one CTA on the page, especially if there is a lot of content to scroll though. The first one should be above the fold, such as an inline CTA, so that visitors don’t need to scroll down the page to see it. The second could be at the bottom of the page, so that once someone has read through the content, they won’t need to move up the page to find it, or perhaps located in a moving sidebar.
3. Show Value
When you’re writing any content for your website, you need to consider what value you’re offering to your audience. Why should they use your product or service? What are your company’s unique selling points? The benefits have to be obvious. The same is true for your CTAs – make sure you include keywords that demonstrate the value of clicking on these links.
Essentially, a call to action needs to show visitors how you can help them. If you’re trying to encourage people to subscribe to your newsletter, for instance, you should be clear that this won’t just be a sales pitch, but will include valuable information, such as the latest industry trends. And if you simply want visitors to enter into your sales funnel, your content needs to highlight the advantages of buying your products.
4. Make Your CTA Sound Urgent
Not every offer will have a time limit, so you may not always need to create a sense of urgency. But sometimes just adding phrases like ‘last chance’ or ‘now’ can encourage visitors to perform an action faster than they might have otherwise.
These urgent words can be particularly effective when used in an email subject line, or within the copy of the email itself. You can also tailor the content and CTA much more easily in an email, targeting specific audiences who are more likely to take action.
5. Engage Emotionally
While this may not always be possible, you can increase the click rate of your CTAs by striking an emotional chord with your audience. This could just be a state of urgency, as mentioned above, or perhaps a sense of awe and delight! Just make sure that the content of the CTA is relevant to the rest of the content on the page – there’s no point trying to engage with your audience emotionally if the CTA doesn’t link to anything around it!
You could also consider setting up smart CTAs, which mean that the content of your CTA will change depending on the viewer. So if someone has clicked on the initial CTA, and downloaded an offer, they’ll encounter a new one the next time they visit your website.
6. Don't Forget to Test It!
Unfortunately it’s highly unlikely that you’ll get each of your CTAs right first time. And even if your CTA is working effectively, there’s a good chance that it could be performing better! That’s why it’s so important to run A/B tests on these sorts of things, to determine whether even a small change could make all the difference. For instance, you could see whether amending the colour of a CPA button impacts the number of clicks.
The thing to remember though is that you can only change one aspect at a time. If you were to change both the colour and font of your CPA, and the click rate improved, you wouldn’t know which change made the difference. You need to be able to isolate the variable!
Increase Your CTA Click Through Rate
Overall, the way to improve your CTA success rate is about keeping your audience in mind, and making the call to action obvious. While you don’t want to seem pushy, it needs to be clear to visitors what their next step should be. If the action isn’t obvious, whether it’s a sale or downloadable content, people are likely to just leave your page!
The other key thing to keep in mind is that there’s always room for improvement. Refresh your CTAs on a fairly regular basis, starting with those on your pages with low conversion rates but high traffic volumes. Test out a few to see what works best, and experiment with the design. And of course, don’t forget to track your results, so you can see where your click through rate has increased!