Click-to-action (CTA) is the key to maximizing conversions. In our previous blog (CTA in Digital Marketing for online businesses), we discussed that the CTA is not relevant everywhere but adding one to a campaign makes a big difference in clicks and conversions. It motivates actions and suppresses the conjectures in decision-making for the user.
CTA makes a marketers campaign stand out in the crowded digital ad space. Maybe it is the first thing the audience finds, but ensure that it is the last piece that the audience remembers. A CTA should capture the curiosity of its audiences by having a lasting impression to keep them clinging to the purpose of the campaign.
With nothing much left to spare, let us discuss the five best practices of CTA for improving your campaign conversions.
1) Larger Font with Visible Text and Right Placement
CTAs encourage responses from your audience. However, placing them right within cluttered texts or having too many of them may cause some undesirable actions or no actions at all. The positioning of CTA in your campaigns, landing pages, and emails is a prime factor and should be distant apart from all your texts, separated by adding spaces all around them. The CTA should be big enough to be seen and aligned with the order of your content to avoid backtracking. It is alright to have more than one CTA if the goal remains the same.
The bigger and bolder text makes CTA stand out from all of your content and creatives. But it should only be big enough to make it encouraging and not too obnoxious. Ensure that the size is more substantial and not too huge to make them over-attentive.
2) Short and Eye-grabbing Message with a sense of urgency
The text used on call to action should be clear, crisp, and engaging with short and specific sentences that are complete and invokes the intended action of the audience. The number of text usually ranges between 2 and 5 words and should not be too short or too long to have a wordy impact on your ad campaign results. Continue distilling the words until you reach the very essence of the message you are conveying to your audience.
Create a sense of urgency with time-oriented words such as NOW or Get them before the offer ends. That will keep your audience away from delaying their actions.
3) Experiment with colours and button shapes
Colours play a prime role by being a deciding factor for your CTA. At Upila, we always like to play with our colour scheme to verify their appearance on various screens and devices. Make them more attractive and make sure they are noticeable and absorbing enough to capture many conversions. Green, red and orange colours have a profound impact on the audience. Test numerous colour combinations and pair them with other design parts.
Button shapes can also draw attention to the CTA. Experiment with different shapes instead of sticking with the standard rounded or square rectangles. Try to check how a shape and sizes affect your campaign results. Additionally, adding slight animation like colour changes or text motions like growing out on hovering can make the CTA more exciting, aiding the conversion.
Sometimes overdoing can be annoying too and may cause a drastic drop in actions, so keep a note of all the interactions and engagements on the CTA with all these changes that you make.
4) Adding a Value proposition in the CTA
Including an offer for your audience will motivate their conversion. A value proposition makes your service look distinct from your competition by providing a unique offer to your customer. It can be anything from a free guide to an ebook to a Freemium service. Try to figure out your value proposition and include them on your collateral, either at the beginning or directly below your CTA. Refine your proposal to short and crisp phrases which can secure clicks on your CTA.
5) Bonus Words and supporting facts
Conversions can often be facilitated and improved by words, sentences, or supporting documents. These texts enrich your CTA’s offer and encourage people to act effectively.
Some examples of supporting text or documents are;
- Client testimonial
- Results from Case studies
- A discount offer or a sales deal.
Bonus words are not always necessary, but this extra boost improves conversion in some instances.
Continue to explore and test new approaches.
With technology and audience habits changing almost every year, there seems to be a need to keep our content thoughts open to new and exciting ideas. Understand your target audience and evolve your CTA strategy with these new approaches. Research more and always keep a large stock of schemes and practices from multiple sources.
With these practices in action, we hope you can do more with your CTA.
Let us know what did work the best for your campaign. And, don’t forget to subscribe for more of our content.
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