WEB & TECH / JAN. 24, 2015
version 3, draft 3

Guidelines for Using Calls-to-Action Buttons Effectively

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If you want your visitors to take some kind of action on your site, you need to learn how to use call to action buttons effectively. This could be anything from joining your mailing list to buying products or services. Here are some of the things which will enhance the effectiveness of your call to action buttons:

1. Write powerful copy

Make sure the words that accompany your button are clear and concise. Your visitors should know exactly where they will land when they click the button. Here are some samples of button copy:

  • ‘Buy Now’
  • ‘Sign Up For Free’
  • ‘Register Today’

All these statements follow a certain pattern. They begin with a verb (Register, Sign, Buy), followed by a promise of value or instant gratification (Today, Free, Now).

2. Use the appropriate case

The case used in your button text can have a major impact on how your button appears to your website visitors. One of the best ways of making your buttons more readable and attractive is to capitalize the first letter of each word. ‘Get Started Today’ and ‘Start Creating Now’ are some examples of text using title case.

3. Design and placement

Your button design will have a major influence on your site’s conversions. Make sure your buttons are bold and large. This will make them stand out from the rest of the content on your page. However, the size will vary from one site to another. In addition, use colors which are bright and attractive such as orange, blue and green. However, avoid using the color red since it is commonly associated with danger.

Button placement is another vital factor that can make or break your site. The general rule of thumb is to position your button at the top of your page. This will enable your site visitors to see it without having to scroll down. If your landing page has a lot of text, make sure your call to action buttons appear several times within the text. This will give your visitors an opportunity to click on it at any point as they read the text.

4. Use click triggers

A click trigger refers to text which meant to convince a person to click the call to action button. This message usually appears within or near the button. It is usually written in a way that eliminates any fears someone might have before buying a product or service. Some of the click triggers you could use include:

  • ‘Free Shipping’
  • ‘Money Back Guarantee’
  • ‘50% Discount – Limited Offer’
  • ‘Risk Free’

5. Don’t forget secondary calls to action

Besides your primary calls to action, you could also consider adding secondary calls to action on your landing pages. For example, someone might not be ready to ‘Buy Now’ (primary) but would want to ‘Find Out More’ (secondary). However, you need to differentiate these two calls of action in terms of color and size.

Different landing pages require different techniques. Take time to experiment with different ideas to find out what works best for your site. Do you use both primary and secondary call to action buttons? Which ones are more effective for you?

Image: Mashable

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