Call-to-Actions (CTA) is an integral part of any digital marketing efforts. It is these elements that push online visitors to take action. Actions that you want them to take to achieve your marketing objectives. Some of the objectives for which Call-To-Actions are most widely used include:
- Lead Generation
- ‘Read More’/’Learn More’ for additional information
- Form Submission
- Product or Service Discovery
- Request for Social Action
- Lead Nurturing
Actions that your visitors take are of great value to you, but is it the same for them? Best of the call to actions are those that your visitors find valuable enough against their actions. Their actions could be to make a purchase or leave their information with you to avail some kind of gratification from your side such as a FREE trial, subscription to your newsletter, read more, Request for a callback, etc.
If you seek to add value in your offering to your visitors, an effective CTA strategy is a must. Here are some carefully crafted tips and techniques for CTA placements in order to achieve higher conversions and eventually sales.
List of simple strategies to make your store a conversion machine through Call-to-Actions
1. More is Better but within a LIMIT
When your visitors have read through your marketing material, they shouldn’t have any confusion about what to do next. Dead ends simply won’t work for either of you. Place your call to actions, at logical messaging milestones of your marketing scroll. Go for it and have your call to actions placed at multiple places.
Do not however overdo it.
For example, a call to action is placed to route your visitors to your product page from your home page. On the home page, you have described your product across multiple sections, each one of them describing a set of values that your product has to offer. Instead of having your call to action either at the end or at the beginning just once, have it placed in all sections so that when a set of value intrigues your visitors, they can directly head to the destination page.
Remember not to show any sign of desperation or deviousness by placing CTAs at too many places.
Also, maintain uniformity across a set of CTAs that have the same objectives, different messaging can be confusing at times.
2. CTA Location MATTERS, and Matters a LOT
Your visitors not able to find the CTA is the same as not having one. They have reached a dead end in both cases. It is best to have your CTAs that are visible and accessible to your visitors all the time. Even when your visitor is navigating across the sections of your website, it is best to have static CTA that is visible all the time. Additionally, CTAs (non-static) within your marketing content is a must. Some of the locations on your website where CTAs work best include the following:
- Above the fold – ‘Above the Fold’ is the section of the website that is visible to a visitor when he doesn’t scroll. By placing a CTA within this section of your web pages, a visitor can take action immediately upon landing on them. CTAs such as ‘FREE Trial’, ‘Offers & Discounts’, ‘Request for Demo’ etc. works best when placed Above the fold of a website.
- Navigation Bars – Navigation bars or commonly known as Menu bar is one of the most used sections of the pages for discovering your products and services. If your website uses a static navigation bar i.e. it stays on top irrespective of scrolls, placing a CTA here makes it accessible to your visitor all the time. CTAs such as ‘FREE Demo’, ‘Check Our Pricing’, ‘Request a Call Back’, ‘View All Product Features’ etc. works best when placed in your website’s Navigation Bar.
- SideBar – Static Sidebars that remain static i.e. stays in one location irrespective of the actions taken on the website, are best for social CTAs.
- Within the Content/Blog – Blog offers information in detail. For visitors that heed to details, it is best to leave your CTAs within the content i.e. either in the form of an Anchor text or Buttons. For example, if you are explaining your products or services in detail, it is best to leave a button to push them for a purchase. Likewise, many such CTAs can be placed on content that covers information in detail.
- Collection/Featured Product Sections – For eCommerce websites, CTAs under Collection, Features, Discounts & Offers, Sales, etc. sections elicit a greater response from your visitors.
- Pop-Ups – Popups are additional web elements that are thrown/displayed on your visitors’ web browser asking them to take a certain action. Typically pop-ups are used to request a visitor to subscribe to your updates, to offer additional discounts (usually on his/her intent to exit), etc. Although CTAs on pop-ups seem to be a little pushy, they work. Use contextual popups for better conversion.
- End of the Page – Make it a habit to leave some kind of contextual CTA at the end of all pages of your website. If a visitor has browsed through your pages but wants to take some kind of action, instead of making him go all the way to do so, it is best to help him then and there itself i.e. at the end of each page or posts. CTAs such as ‘Subscribe to our News Letter’, ‘Follow Us on, etc. are some of them that can be used at the end of each page of your website.
3. Clear Communication is the VIRTUE
Vague messaging complementing your CTAs can turn out to be a disaster. Be clear in your messaging. For example, you are a travel website and your CTA seeks a visitor to subscribe to your newsletter.
Instead of – ‘Enter Your Details to Subscribe To Our News Letter’, have ‘We have a lot of travel stories to share’. All you need to do to read them is share your email ID with us’. Be Clear, Be Creative and Never Be Mysterious in your messaging around your CTAs.
4. Make Your CTAs Easy to FIND
The purpose of having CTAs is lost when they are not accessible. Having CTAs that are difficult to find, hard to read, require multiple clicks to reach through, etc. doesn’t help either you or your visitor. Some of the best practices for your CTAs include:
- Usage of CTAs at locations that are clearly and quickly seen
- Usage of right graphics and visual aggrandizement (to increase the power) for your CTAs
- Right kind complementing and high-lightened messaging around your CTAs
- Usage of distinctive colors for buttons and other CTA elements to make them stand out from the background of the page
5. There is an ORDER to Call To Actions – Maintain That!
Each CTAs on your website have different priorities and order to them. For example, a ‘Take A ‘FREE Trial’ is of higher priority than ‘Subscribe to our Newsletter’. Make sure the highest-priority Call To Actions are the most appropriate and easiest to discover.
6. CONTEXTUAL Placement of Call To Actions
Contextual CTAs are a must. There is no hiding from it, if you seek higher conversions, rather any kind of conversion on your website. For example, A ‘Buy Now’, ‘Add to Cart’ or ‘Order Now’ has to follow a product page, ‘Check Out Pricing’ to follow the product features page, ‘Submit’ button has to follow a survey.
In another case, if you have CTAs in your blog article, do not have the ‘Buy Now’ button unless you have explained the features of your product/s or services, instead, have the CTA – ‘Product Features’ or ‘Product Reviews’.
I say only one thing to website owners, especially eCommerce owners that seek higher conversion is – “Logically, try out everything, keep what works, discard what doesn’t – because the art of higher conversion is a science of effectively working with arts”.