Its important to know what your visitors are engaging in whilst they are browsing your website, and Google Analytics provide metrics that will enable you to follow this. A successful website is one that manages to provoke its visitors into action, mainly by the use of ‘call to action’ buttons. These clickable graphical elements are meant to prompt visitors to perform an action that would guide them through a conversion funnel and be beneficial to the website owner’s purpose. No matter what type of website you have (commercial, promotional etc.) effective ‘call to action’ buttons are an essential part of it as they make users be more invested and engaged in your site. To help you create effective ‘call to action’ buttons that spark the user’s attention and make them act its best to adhere to the following guidelines:
Choose the appropriate graphical element that best suits your ‘call to action’ goal. There are a number of graphical options for you to choose from. A ‘call to action’ button shouldn’t necessary come in a shape of a button it could be a banner, card, link, form etc. it all depends on what you want to entice people to do. For example, for commercial purposes banners are best, whereas to get people to sign in you will need to create a form etc. An action driven website requires some forethought and planning. If you are not a developer and still want to create a nice, attractive and fully functional website, you might want to look at Template website builders such as Wix or Webs.com. They provide a number of ready-made, action driven sites for you to choose from.
A careful consideration of the design of the ‘call to action’ buttons is required, as they need to be effective. After all, the main point of a call to action button is to get visitors to do something. Elements such as size, color, and shape might determine the button’s usefulness and conversion ability. For example, when you plan your webpage design you should take into account that the size of an element should be relative to its surrounding elements as that will determine its importance: the larger the element is, the more important it will seem to the user. Another example is color. If the color of the button will contrast the colors of the overall website it will draw more attention. Design changes are easy to apply if you use a template website builder such as Weebly. You will find it requires very little technical knowledge and its editor allows changes such as size, color etc.
People sometimes don’t understand exactly what makes a good ‘call to action’ button beyond being attractive and fitting into the overall design. Aside from design, electing the appropriate wording is a key element in getting people to act. The wording on the button is crucial to the user’s understanding of the action behind it. Let your website visitor know exactly what they will get. Be clear and concise and use action verbs. Write messaging that pertains to your audience, in accordance with how they consume information and their online comfort level.
A beautiful web design knows where to place what. Logical placement is crucial to the visibility of the ‘call to action’ buttons. You should Place your buttons in a prominent and logical spot on your webpage. Allow some space between your button and other graphics or text, as you want your call to action buttons to stand out and really command attention from your site visitors. Take into consideration that placement in prominent locations such as the top section of a web page can lead to higher landing page conversions because users will more likely notice the button and act upon it. Element placement is easily changed on website builders such as Web.com by the use of their drag and drop editor.
The main goal of the ‘call to action’ button is to get your users to act. Do something you want them to do almost as if out of a reflex, with as little thought as possible. The truth of the matter is, while you don’t want to deceive your visitors, the more opportunities you give them to stop and consider what they’re doing, the more opportunities you’re giving them to say “no”. Your buttons should convey the impression that they need to act right away. This will not work on every button (especially those who prompt users to purchase high-ticket items) but it will work on registration buttons, free action buttons etc.
For a website owner it’s important to gain at least some basic understanding of how graphical representation, design, wording, placement and intuitive action influence the conversion rate of a ‘call to action’ button. It’s not complicated, but it does require a bit of forethought and planning so you’re buttons will be effective.