In a recent episode, Sheldon's girlfriend Amy runs an experiment with him in which she doesn't allow him to complete a series of exercises. Whether it was Tic-Tac-Toe, the Star Spangled Banner, or Dominoes... He has compulsive closure and is very uncomfortable and left to feel unsatisfied for not being allowed to complete any of the exercises.
Why do I bring this up? You should have compulsive closure with your landing page call-to-action because you want as many visitors as possible to complete your exercise - converting on your page.
You've spent a lot of time and energy generating views for your landing page from a variety of sources - but that's only part of the conversion equation. Having visitors click your call-to-action helps complete the equation.
To maximize conversions, provide the path of least resistance and practice using these five tips.
There is no one-color-fits-all for calls-to-action. The important thing to remember is to use contrasting colors. Only you will know what colors will perform best for your landing page (after you A/B test of course). After all, you want your visitors to notice the CTA, be enticed by it, and have no choice but to click it.
That being said, there are some color combinations that are in stark contrast to each other that tend to convert very well. If you have trouble deciding on which color to use for your CTA button and your landing page's color scheme, reference this chart:
The way it works is similar to a teeter-totter: If your page is blue, your CTA button color should be orange. If your page is green, your CTA button color should be red ... So on and so forth.
For an example of this in practice, check out GoToMeeting's landing page.
Bottom line: The purpose of your CTA is to stand out and encourage conversions - not be camouflaged with the rest of the page.
They are labeled calls-to-action for a reason ... To encourage action! So it makes sense to use action verbs on the button itself. Use minimal text and follow the "less is more" approach to button copy. Some suggested action words include watch, listen, download, subscribe, get, and send.
Internet Marketing Software agency WordStream knows this tip all too well with their Google AdWords campaign grading service:
Don't hide your CTA. Isolate it.
Utilizing white space is actually a good thing for your conversion rate.
Just as important as spacing, presenting your CTA "above the fold" is suggested. This is especially true for mobile users, who have surpassed global users in usage and are continuing to climb. With more and more people using mobile devices, it's increasingly important for your call-to-action be higher on the page to maximize conversions.
Even as smartphones' screen sizes become larger, they are still minuscule compared to desktop so the higher you can have your CTA on the page, the better. The less users have to scroll down, the better chance you'll have converting them on your content.
If your page has more than one call-to-action, don't put them right next to each other. Avoid the "fat finger" scenario whenever possible.
We've all experienced it ... You're browsing on your phone and you click on what you want - but since there is another button right next to it - the other CTA is actually the button that is triggered.
So you have to go back and retry.
Don't let this to happen to your visitors. They will quickly get frustrated and leave your site altogether!
Similar to using contrasting colors with your page, use different colors for both options.
Your "desired" action should be highlighted by the more eye-catching color or one that is actually a button, whereas the "undesired" CTA is simply text. In the example below, notice how "Try it Free for 30 Days" is a large green button, whereas "Take a Quick Tour" is simply a text link? There's an obvious reason why FreshBooks did this: They want people to signup for free trials than to simply take a tour of their product.
HubSpot is notorious for this. They regularly show a book-like image on the CTA with value-added copy and action-oriented language as well.
This tip is not exclusive to ebooks, either.
If you're featuring a podcast or interview, include a picture of the presenter on the CTA to show who is being featured. If you have room for it; include a short biography, Twitter handle, job title, and affiliated company as well.
Do a little experimenting with your calls-to-action. Action words are great, but graphics and pictures can increase conversions, too.
Your landing page is intended to provide a valuable solution for readers. Don't deny yourself your closure moment. Implementing some simple tweaks to your CTA can pay huge dividends.
Provide your visitors the best opportunity to convert on your CTA, leaving you satisfied because you accomplished your objective and your reader coming back for more. Your conversion rate will thank you.
Have you tried any of these tips or have additional suggestions? Let us know below!