This new Swift Six series has Nick Leech, Group Marketing Director at 123-reg, talking about the six main elements of an effective call to action.
Whether you want to enhance your sales or to determine more people to submit their details, you need to use a good method by means of which to provoke the audience to do what you want them to do.
The first thing to take into consideration when it comes to a great call to action is the explanation of value. Let the users know what benefits they get by clicking that button. Will they save some money? Will they get something for free? Explain this aspect within your call to action.
Secondly, you need to make the respective button relevant to the content which precedes it. Organise the copy of your website as logically and coherently as possible and then ‘conclude’ it with a call to action that would summarise it and get people to do something in particular.
The third step to take in order to have a great call to action resides in using powerful descriptive words that clearly define the action which is expected to take place. Therefore, instead of using vague formulations such as ‘click here’, it would be preferable to resort to more targeted ones expressed through words like ‘buy’, ‘take a free trial’, ‘go to the next stage’ etc.
The fourth element for an efficient call to action is to keep things simple. Do not fill your website pages with several call to actions, use one or two, at most. Another aspect to keep in mind is their placement on the page – the most commonly encountered location being at the bottom of the page, on the right. If you have two call to actions, then it is recommended that you place one at the top of the page and the other one at its bottom.
The fifth element implies lending a sense of urgency to your call to action so that users be stimulated to perform the action right away, without leaving or reconsidering the idea. Words such as ‘now’ or ‘today’ help you in this respect.
The last step in having a great call to action requires its testing. Before settling for a final version, try different words, shapes and sizes, applying all the above mentioned steps, so you can determine which option works best.
More tips for an optimised presence online are in store with our 123-reg Swift Six series, so stay tuned!
Publisher: 123 Reg
You can watch this video also at the source.