Call-to-actions (CTAs) are the key to a website’s success. Buyers, e-mail subscribers or attendees will click on a call-to-action to subscribe, find out more information or make a purchase. If a call-to-action is not leading to conversions, a little sprucing up can help drive clicks and hopefully conversions.
You don’t need tricks or miracles to make people click on your buttons or offers.
All you need is a better understanding of what your audience wants. If you craft your copy to hit the pain points of your audience and incorporate these hacks, you’ll have much better success. These quick hacks can help.
1. Position the Button Properly
A lot of website owners make this one simple mistake, and they lose money or subscribers because of it. When a button or CTA isn’t positioned properly, it leads to lower clicks. Eye-tracking studies can help, but you can also perform:
- Heatmap testing with Hotjar or something similar
- A/B testing
Your goal is to find out where people are looking, and after you determine this, you’ll want to perform A/B testing, making small tweaks, to determine what CTA position works best.
2. Create a Sense of Urgency on the Page
Text can produce a sense of urgency, and this sense of urgency may be the push that viewers need to make a click. You can see these examples on hundreds of offers online. They often include adage that may include:
- Limited time only
- 2-days only (or any variation)
You may see “supplies limited” as well. Timers, especially countdown timers, may also be on the page alerting the viewer that the offer is going to expire.
Copy can be very compelling when a sense of urgency is promoted. A reader that may be on the fence on an offer or wants to research competitors more may choose to buy because they’ve been nudged in the right direction.
3. Support Your CTA With Copy or Compelling Text
Copy sells and drives action, but it’s often the art of writing that gets lost in the development of a website. The words that you put inside of your button, although few in number, need to be powerful enough to force readers to click.
Coca-Cola is a great example of a company that uses copy and words to really boost clicks.
A few examples of this include:
- “Put your stamp on summer” positioned right above the “Shop Now” button with customizable merchandise next to the copy.
- “Donate with Coca-Cola GIVE” which is a header before text explaining how using codes from the company’s products allows you to donate to local schools and causes.
It’s this supporting text and imagery that is helping the company drive clicks, engagement and sales.
Sometimes, text should also tell the user what to do. For example, Rideshare Central tells the user in text that they can click on links or the buttons below to read more information about recent Uber earnings or Uber’s guarantee.
Informative content that tells a story or answers a problem in the text can have CTAs scattered inside the text or below specific paragraphs to encourage further engagement.
