Every marketing website is designed to provide pertinent information and to promote the products or services being offered. The ultimate aim of this online storefront is to convert interested site visitors into customers. The most obvious and easily measurable success is a direct ‘buy’ button on the site although for the companies which don’t have the desire or ability to process online payments or for businesses where sales are converted later in the process, just encouraging viewers to take that ‘next step’ is a positive move forwards in the right direction.
It may be ‘call now’ or ‘get directions’. All of these types of buttons are CTAs or Calls To Action.
Why have a CTA?
The purpose of a CTA is to keep the customer interaction with your website, steering the visit closer towards the next level – finding out more information, calling a sales representative, making a purchase etc. Without any Call To Action, your potential client could be more likely to leave your site and shop around.
A variation on the theme
If someone is wondering whether or not to buy, they may be more willing to click on a button that doesn’t commit immediately like ‘save for my wishlist’ or ‘save for later’. If the site is set up with this design feature, this action can enable the site to flag the saved item and remind the customer next time they login.
Red buttons can scare customers away as it looks more like a warning than an invitation to make a purchase.
Green is generally thought to be the most inviting (sending a subconscious ‘go’). Think carefully what color you want:
- stand out
- fit in with your overall site color scheme
- contrast with the text so it is clear
- when in doubt, scan around popular websites that you like to shop from and take their design as inspiration for your own unique design
- try a few colors out and see which you prefer
- ask colleagues for their opinions
- if you are using a picture, make sure it is clear on all devices, not just laptops. Using a picture instead of text can overcome language barriers
The Details matter
The buttons themselves can look totally different with tiny style changes. As well as color, consider:
- button size
- round edges or straight
Use CTAs sparingly
The more buttons and CTAs there are, the less eye catching they will be as they will take up too much of your online shopfront. This can also appear too pushy. One clever way to use your website design is to hover or float your call to action button as the page is scrolled. Beware that it doesn’t detract from the page text – especially on mobile handheld devices.
Measure the click through rates and interactions with your CTA buttons. Over time if one button location or CTA message proves more popular (and therefore better at converting viewers into customers) then look at trimming away the less popular CTAs.
Call to Action are a tricky balance of tempting a customer to commit without being too overwhelming. If you need help with your website design and are looking to incorporate CTAs, Trulium has the experience to help take your online presence to the next level. For website design or website redesign, contact us today to get started.