Website Design Call to Action Tips

In a typical shop, discounts, offers, and direct contact with the seller are some of the main reasons why a buyer is likely to purchase a product they may not need or wasn’t in their budget. That which pushes you to open a purchase regardless if you need the product or not is what we call; call to action. It is a small nudge a seller puts on you to spend money in their shop.

In virtual stores, this technique is most common as it is wrapped together within other forms to ensure the objective is achieved. Have you encountered a flash sale segment on an online platform? Have you ever seen a pop up informing you that only two items in the category you are looking for are remaining on the shelves? These are some of the few ways you can encourage a shopper to close a purchase event though they had no plan to buy.

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Look at the following window;

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How many CTAs can you see?

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In the above illustration, “ADD TO CART” is another call to action.

In general, calls to action are the impressions that prompt a user or a shopper to take the desired action when they navigate through your website. You should note that calls to action are not only used on eCommerce websites. For instance, the following is another illustration of a CTA being used on a website.

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This is a Microsoft news website. At the bottom window, you will notice a CTA; “Get it now”. In summary, CTAs are used to increase leads, engagements, clicks, and conversions on websites.

In consequence, this is why most marketers and web designers will not pass a chance to include them in their web creation techniques. Calls to action act as bridges for users to navigate your site. Without them, your visitors may find it difficult to navigate your site and may abandon the site.

Are you looking to know how to create perfect calls to action? Do you know how beneficial calls to action are to businesses? Here, we shall take you through various nuances of creating perfect calls to action and elaborate on how beneficial these strategies are to your business.

Use command verbs

“come”, “shop”, etc. are command verbs. Such words give a notion of demand. To some extent, such words may communicate urgency. Notions of demand and urgency are some of the few factors customers respond to conveniently. Take, for instance; you have read to the content on a page to the bottom. At the right bottom corner, you meet these three phrases; “kindly flip the page“, “proceed to the next page“, and “next page“; so, which one are you likely t click on without consideration?

Personally, I would go with the last option. Of course, the three phrases seek to pass across information about the continuation of the current content on the succeeding page. However, the manner in which they are designed makes the reader want to continue without pausing or concluding they have enough for the read and would forego the next page. The second phrase is convincing and commanding enough to qualify. However, it is not as precise as possible. There is a reason why the search engine results panel shows the work “Next” at the end of the page and not the first phrase highlighted above.

For maximum impact, your call-to-action phrase should contain commanding verbs if possible. Now, the word(s) picked in this case entirely depends on the action you are looking for people to take.

Say you want people to shop; it is advisable that you use words such as “Buy”, “Shop”, etc. If you want people to enlist for a particular service such as mailing, use words such as “Sign Up”, “Subscribe”, “Join”, etc. Also, say you want to encourage access to free products online such as pdfs, use words such as; “Read”, “Check Out”, “Download”, “Get”, etc.

Use relevant and commanding verbs for your calls to action. As already mentioned above, this strategy helps to prompt customers to take action. The main objective behind calls-to-action is just that; prompting shoppers to take action.

Generate curiosity

They all say and believe that ‘curiosity killed the cat’. Do you believe that? Why don’t you try and see if your experiment works? By making the shopper curious about what you are providing or what is behind that next page is the key to successful online conversions.  

Here’s how you can stir curiosity in the shopper;

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Use provocative questions and statements

Check out the illustration in the snippet provided above. “DOES MY INSURANCE COVER THIS?” is the call-to-action following a brief statement above it.

Provocative statements or questions or both is an excellent strategy at evoking curiosity in shoppers who visit your site. Furthermore, this ingenious strategy can be used by those sites looking to collect peoples emails for subscriptions and other periodical communications.

In this instance, you will pose the question then encourage people to input their details before accessing the answer. For instance, using the example in the image above, say the business wants to send more personalised information to the prospective customer to further convince them to subscribe to their services. Supposing they wanted to obtain a communication channel with the client directly, without asking for an email, you can ask the client to fill in a form provided on tapping the link to access the answer.

Most people are sceptical, especially with sites collecting personal information about them then selling to other organisations to enhance their advertising pool. Asking visitors for their data directly may sink your genuine intention to convert visits into sales. This is why brands have to come up with new indirect ways to obtain the information they are after and use this information well.

Provide some information

Brands are convinced that giving all information to visitors will help them make up their mind faster and conclusively. Some believe that dragging them through a page to the next may lose them. Indeed, this is true. A customer will lose patience when dragged through countless pages on your site. Besides, you don’t want to risk it on everyone since some are actually o your page to buy, having been convinced from elsewhere.

However, it is beneficial to tame the urge to tell visitors everything straight away when they land on your page. The secret to keeping them on your page without boring them is providing some information just enough to make them want to read more and one that keeps them on edge.

Here’s an example; “We have evaluated the supply chain process and compared it to the industry norms in your market sector and found some anomalies.”

The statement above evokes the pertinent question of; what anomaly are you talking about? As this question revolves in their minds, be sure that you have caught their attention. Use this time to introduce the next segment. For instance, “Yes – we will get to that. Would you mind answering questions first?” 

Of course, as we earlier noted, you want to ask your visitors for some information such as their email. This is the point when you sneak this into the conversation. After obtaining the information you are after (which was the key objective), you can now engage them on the rest of the findings, etc.

Give them a glimpse of the value

Ever wondered why pyramid schemes continue to successfully defraud people even after so much awareness was created and continues to expand? Do you know that even those with financial knowledge get conned into subscribing to these pyramid schemes all the time?

The bottom line is the promise of value. I mean, who wouldn’t mind a 50% increment on their investment in a month? I mean, even banks don’t manage these ridiculous values. These people know selling a dream will get them buyers. And this is exactly what they peddle.

You shouldn’t necessarily promise dreams on your site; you should structure statements like this one; “Well, Ms Jones, with just one small change to the manufacturing process, you could dramatically improve your return on investment. Would you like me to show you how?”

The automatic response would be; sure, what do I need? At this point, you can insert your requirements, including for them to sign up, etc.

Create an illusion of choice

This may sound manipulative, but let’s face it; how best do you make a person do what you want them to do? The only way is to make them think it was entirely their idea. Brilliant, right?

The trick is to create two CTAs. One should give the visitors a nudge to click on, and the other alternative is to give them a way out. Meaning, you create one call to action link you intend to boost for links. The other is to give them a choice to leave the page and not perform the action.

To ensure they don’t always choose to leave, you need to design the other CTA in a way that almost all of them will click on it.

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Based on the above example, the designers of the above CTAs made it so obvious that everyone is likely to click on the green button rather than the red one. By highlighting “waste” and expressing it in red while doing the same for “time and money” and using the same colour for the other CTA, they are simply forcing you to relate declining to their proposal to wasting time and money.

It is almost impossible to stick around long enough to really analyse the links and realise that the CTA on the right has no such effect as predicted. But by manipulating your mind to make the decision, they want you to make ensures they succeed in planting that illusion of choice.

Alternatively, you can design two CTAs and make both positive, such that regardless of where the client clicks, it is beneficial for the business.

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In the above example, whichever link the client clicks on, the result will be positive for the business. All the designer needs to do is create calls to action buttons that elicit the desired outcome from the viewer.

Evoke emotions

Here, you can use positive words, phrases, or symbols to evoke positive emotions in the visitor. The alternative is using cold and demanding calls to action, which may not be as effective.

You can make a positive CTA by coining phrases using enticing words such as giveaways or free benefits. Some may end with an exclamation mark. If the question mark heightens one’s curiosity, an exclamation mark increases their excitement.

Thephrase “CONTACT US” has been utilised on a substantial scale across all marketing, sales, and many other websites. Much as it was proven to work, it would be much beneficial, giving your prospective customer a different treat from the standard ones.

For instance, instead of “contact us”, what if you replaced it with “SAY HELLO”? what seems to have the pull of magic to convince the shopper to give you some feedback?

Highlight your unique selling proposition

For maximum impact of the call-to-action your design, let it convince the visitor by giving them a reason to take the desired action. One of the actions you can take is making your brand stand out from the rest. A unique brand says iPhone will make people follow you and buy from you. Brand uniqueness and strength is a powerful tool in increasing positive clicks and conversions.

Another way is clearly defining your selling proposal. This tool is commonly referred to as Unique Selling Proposition (USP). This can be something that makes your products stand out from the rest. For instance, “our products are 100% carbon-free”. Unless you tell your customers, what makes your products special, they will not know.

Selling yourself through adverts and ads can go a long way in enhancing this. You can always stick your USP on the site to capture people’s attention and as a reminder.

Alleviate consumer concerns

You want to make it easy for your site visitors to navigate the pages without worrying too much. To do this, you have to identify common concerns that hold people back from taking desired actions on your page. Find a way to communicate with the customers through the CTAs to reduce fears that your site visitors may have.

Some of the fears that customers have to revolve around hidden costs whenever one purchases a product in your store. Another may evolve from unclear policies on cancellations and returns.

Such challenges or concerns need to be discerned early on, so they don’t affect your sales in the long run. Therefore, remove any such concerns right from the beginning by providing targeted answers and information to subjects that may be contentious to the extent of destabilising your business.

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One brilliant example of this is from Netflix, as displayed above. They clearly mention that Netflix subscribers can use the service from any location and are free to cancel their subscription anytime. This way, they removed two obstacles from the path to conversion. And by telling people that they can try the service for free for a month, they further encourage them to subscribe.

Provide social proof

The more your brand receives approvals, the more traffic it attracts. You can use social proof as a way to persuade your viewers to join your social community. By telling people how many loyal customers you have subscribed to your service, you influence others who were sceptical or had second thoughts on subscribing.

A good example of this is when you open your device’s Appstore searching for a specific application; you are likely to find a variety of these pieces of programs. The number of reviews and current users are the two factors that will convince you to consider a particular application over the other.

Similarly, your customers are likely to subscribe to your services if they knew that there are current subscribers, whom which numbers are substantial. This increases your credibility to the customers and enhances their trust in your brand and its products.

The ultimate test of your social proof comes about when the users and past clients are satisfied by the quality of services you offered. This is ascertained from the reviews they leave on your website’s feedback centre. You should, however, note that people do not like self-praise. It is true for the brand as it is for an individual.

Additionally, you can earn that approval by showcasing a feature about your brand on reputable platforms or accolades collected on the back of the brand. Make a point of hanging these on your website as you would in your office

Provide incentives

Incentives are a brilliant tool for motivation. Regardless of where they are applied, whenever you introduce an incentive in a deal with someone, the person may be inclined to approve. Similarly, you can introduce incentives and design those CTAs with the aim of giving your customers more reason to click on the call-to-action button.

Creativity

With CTAs, the end justifies the means. This translates to whatever you do while designing calls-to-action don’t matter, as long as they serve the intended purpose. Many brands have turned to the new way of designing this tool such that the main intent of the CTA is hidden. Well, let’s put it this way; you need to invite customers to make a purchase without telling them “Add to cart” or “shop now”. How would you do it? Check the image illustration below.

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Alternatively, designing an interactive quiz doesn’t come straight away as a call-to-action. Warby Parker Call to Action

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From the two examples given, you can see the shape creativeness of a designer can paint. By eliminating the obviousness in the first illustration, you invite many people to click on the CTA to find out what is on the other side. Similarly, in the second illustration, you can create more than one CTA and put them side by side. This does not only give the visitor some choice; it gives them control.

At the same time, while it seems engaging to your viewers to provide multiple options for CTA, to you, it serves as an extra marketing tool.

Leverage on the fear of missing out

That feeling of being left out is never pleasing. It always leaves a bad taste in the mouth always. This is partly because we live in a social media-controlled world, so much so that we crave to be the few breaks a certain piece of exclusive, or shows off the latest phones, or fashion. This inherent need to be abreast with anything passing through social media conduits can be beneficial to a business or damning at some point.

Businesses should use this tool wisely to minimise the eruption of fake news and brand annihilation. Sometimes, it gets out of hand, and your competitors can use this chance to bury you.

In any case, no one wants to miss out on any event or sale. You can increase your traffic and conversions by leveraging this tool. Most brands simply instil an idea of urgency in a sale of a product. For instance; “offer is limited”, “flash sale”, etc.

By instilling a sense of urgency, you prompt users to take action immediately. Essentially, you are putting a deadline on a particular sale, which you wouldn’t want to drag for long to give customers a feel of laxity.

Offer free trial

For service-based companies, such as hosting, premium subscriptions, etc., the idea of using free trials for beginners seems to work seamlessly. After trials, a subscriber is more likely to extend their subscription. The real test falls on ensuring that people get to try.

Offering a free trial is an excellent way to remove that initial hurdle of getting people to enrol. During enrolment, they provide their details including email, and billing means. Payment options can either be a bank or other digital money transfer options. Once they have enrolled, you can use email marketing to ensure conversions.

So, if you are offering a service, add call-to-action buttons on your website that offer a free trial run for your services. This has proved to work effectively for many service-providing brands out here.

For product vendors, you can implement the use of gifts or samples. Therefore, instead of offering, say, 10 litres of cooking oil at $20, you add an extra quarter litre. Also, you can offer free sampling to encourage customers to buy the sampled product. Free sampling helps in trust-building.

What is in for the customers?

 In any deal struck, the parties always ask themselves, what is in for me? The underlying reason why the viewers have to subscribe to the services you are offering is the prime convincing tool you have in hand. Make it clear what the user has to benefit from when they take up your services as you are urging them. It is only after telling your customers why you think the products you are vending are likely to transform their lives when they are encouraged to take action.

Highlighting the benefits the users can derive from your products helps o set expectations from the beginning now that we live in times of litigations after another, do not try to trick a client into buying your product with the pretence of doing what it wasn’t prescribed for.

The essence of explaining the user’s benefits is for them to decide the relevance of the product to them. For instance, Grammarly uses this technique to showcase their product, and the benefits its users stand to get. This is before customers download a search engine or word processor extensions. You can clearly see and determine if the usefulness of the product suits your needs or not.

Challenge people to take a bold step

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Studying your audiences helps you to accrue sufficient data to use to evoke certain emotions in them. This simply follows understanding human psychology and using it to enhance your business strategies.

Between asking someone to do something and challenging them to do it, the latter works best all the time. The effectiveness of this move transcends time. Instead of asking men and women to sign up for military operations, just tell them to “be the best they can be”. It seems to work, doesn’t it?

Besides, you don’t want to seem to “tell” buyers what to do. It would be best to influence them through the many ways we have highlighted.

Simplify the process

Beneath the call-to-action button, there lies a fillable form requiring whoever gets themselves in this territory to input their details. What if you enhance this process such that you completely eliminate the risk of contemplation? It is not a guarantee that once a viewer clicks on the link, they are going to follow it all the way. Some may immediately abandon the process and exit your page. Many tactics have evolved, such as starting the form from the home page.

Instead of “sign up” CTA, you can move forward to “gender”. Also, make a point of eliminating all distractions on the page and many clicking options. This makes the user feel like clicking on the CTA is the next reasonable step.

Reverse psychology

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“Do NOT click here”. A few people will likely abandon the site. However, a majority of them will undoubtedly click on the link. This is reverse psychology. Letting people think they do not need that product makes them want it. This principle goes back in time as far as the discovery of the universe. Parents have used this technique fairly outstandingly over the years to parent their children, and teachers use it even more to discipline the same children.

Businesses can obtain a targeted claim on the market by use of this principle.

Across the industry, most sales ads are extra pushy. Doing the exact opposite of the rest may invite buyer curiosity. Keep the curiosity going, and increase traffic and conversions as a result.

Use your brand voice

Your audience dictates your brand voice. In the same way, you will advertise your products using your voice, design call-to-action buttons that follows the same. For instance, say your audience is predominantly younger. This means that you can use non-official words for advertising and creating these calls to action. Instead of “check it out right now”, try “check it out rn”. The initials rn in this case referring to “right now”.

Consider mobile phone compatibility

Every business is now running against time to optimise their websites to be compatible with mobile phones. This is understood especially considering how many people access websites using mobile devices.

It is averaged that at least 67% of the website clicks come from mobile phone users. Compared to three years ago, when the values stood at 52.45%, these values are still high. Failing to optimise your business website to improve mobile phone functionality means that you have limited your market potential to just a quarter of the entire internet user population.

This also follows that to be successful in a call-to-action design, you need to incorporate this important tool with mobile device users in mind. Based on the screen sizes, you might want t to ensure that the screen is clutter-free to improve loading and display. This means getting rid of unnecessary elements such as distractive texts.

Also, learn some of the techniques of building a working mobile website wireframe. This includes lining your calls to action near the thumb. This is because most people access or scroll through the phone using the thumb.

CTA: What is important?

There are three main principles of effectual CTAs.

CTAs are meant to:

  • be visible
  • have a direct and persuasive message
  • And help in selecting supporting components carefully

indeed, a majority of CTAs may inhibit the user to the extent of creating a disruption. This may prevent the viewer from scrolling through the page. You can add more CTAs to address this. 

Why CTAs are important;

CTAs for your product pages

Consider the following scenarios;

  • You may have a customer who would like to add a product to their cart and keep on browsing
  • You may have a visitor who only logs in to click the checkout button directly
  • Some may be here for window shopping based on the type of product that you are trying to sell.

There are numerous product pages that add a URL to the website’s contact page. Also, you can design a product page with a link that connects to your product page and your contact page, which can be linked to an affiliate partner. This gives buyers a choice to purchase their products.

CTAs for your homepage

The homepage usually has several CTAs, as it is the first web page to introduce buyers to your business and what products or services are on offer. The users who land on your company or business homepage will not necessarily have a sole predetermined objective in mind.

Some of these visitors would want to learn more about your:

  • business
  • brand
  • products
  • While others would like to check out your products.

Try and give the buyers as much liberty as possible so they don’t get notions of control.

CTAs for your landing page

Your landing page is focused on driving precise action from prospective buyers. Whenever you include CTAs on landing pages, navigation becomes sluggish, which affects user experience. But since you are looking at driving sales and conversions in your landing pages, you can integrate one CTA which informs your buyers.

CTAs for your support page

Even your support or contact page will have more than one CTA. Most businesses usually do not offer customers the choice to call a customer service agent when there is a problem or concern. Instead, businesses have a website designed with:

  • FAQs
  • chatbots
  • an option to connect with others in a forum to resolve problems (community)

Using CTA in your blog:

  • You can include sections for newsletter subscription, content in the sidebar, etc.
  • Similar content could be placed as the main CTA towards the end of the blog.

This is because customers shift from the peak of the funnel to the centre. Blogs are educational and meant for increasing brand awareness. So, keep churning out some unique, informative blog content with CTAs.

Selecting an exact number of CTAs for a web page

There is a widespread perception in the digital marketing world that a website should be crafted around one call-to-action.

  • A single CTA is the best option for out-and-out pages where you prefer your buyers to do a single thing. With landing pages, compress pages for better navigation.

For instance, when a buyer has clicked on an add button or email URL to visit your dedicated landing page, there is a great possibility that the customer is willing to convert.

  • Whenever a specific service page provides an option to shoot an inquiry to a team, there needs to be several CTAs on such a page and should be considered during design crafting.
  • As long as you keep the user experience at optimum, ensure that home pages, product pages, and contact pages integrate more CTA buttons.

The bottom line

Calls-to-action is synonymous with marketing tools and traffic signages. They not only lead viewer4s to the right pages, but they also funnel people to your sales box. This is why many brands out there are keen on designing unique and effective CTAs for their business. Here’s what they can do for you;

  • CTAs are important because they can help you to guide your audience or potential customers through the buying journey and directly impact your conversion rates. An effective CTA can turn the table of your sales, and it can prove to be the best converting funnel over anything else.
  • People are now looking out for CTAs everywhere, whether in the ads or on a website. If they are interested in your product, then they want to be told how are they going to purchase, and for this, you can guide them using CTAs.
  • Suppose you wrote a blog, giving information to your audience or potential customers and ended the article; now what? There comes the CTA; ask them to take action!