7 Proven Call to Action Techniques to Improve Your Conversion Rate

Call to action is the driving force behind the conversions for your business. Visitors can’t get through the checkout process without clicking this important button that adds value to the entire customer experience.

Yet many businesses fail to impress audience and catch their attention with their call to action buttons. You can improve this button since conversions depend on them.

Here are a few proven Call to Action Techniques to Improve Your Conversion Rate:

1. Choose color wisely

You might think how probably the color of your call to action link can drive conversions for your business. But to the amusement, calls to action links are much influenced by the color you pick for them.

The reason behind is the visual experience of different devices. Emails that you send to your customers are opened on a wide range of devices like laptops, mobile phones, tabs etc.

Statistics have revealed that a color change in the call to action link can increase conversions up to 7.8 percent.

The audience experiences a whole new interaction level when the same email is opened on a mobile phone rather than a laptop or personal computer.

Moreover, the available area and the page flow of different devices contribute to the preferable color variation on each. Consider the following example


Image Source: Copyblogger

2. Give less choices

When designing a call to action for your website or email marketing campaigns, make sure that they are simple so that the customer is clear on what they will be doing by clicking on the call to action link.

Keep your call to action simple and avoid giving too many options. I am sure you might have heard about the paradox of choices.

People are usually uncomfortable and have hard time in making a choice and especially feeling good about it when they are given many options.

Though you might think of actually attracting more customers by giving them more options but it decreases the percentage of your converting audience.  

According to cognitive experiment conducted by Sheena Iyengar, people who were asked to choose chocolates from a box of 6 were more happy than those who were given a choice from 30 chocolates. This makes us to think that fewer choices means more happy customers.

cognitive experiment

Image source: Customer.io

3. Make it a button

The call to action button must be a button and not a link that might be taken for granted by the customer. The elements on the web page must look like what they are used for.

So, in order to let users identify it quickly and make a quick decision, your call to action link must be a dedicated button. This will help your customers know that clicking on your call to action button lets them initiate an act.

Consider this in another context. A customer for example, comes to your website for the very first time. How would they know which are the clickable elements of your website or webpage?

CTA button

This is the reason why a distinct call to action button is preferred than any other link. Also, avoid putting all of your website’s content on a button as again the customer would get confused with what to do next, ultimately decreasing the conversion rate.

4. Keep the mould of your call to action constant

Customers must be able to distinguish your key elements from other competitors or other websites.

For example, if you choose a red frame for your call to action make sure that you keep using it for all such converting links even if they have different content. Suppose that you decide to add a signup a call to action button to your email marketing campaign.

Now if you choose a different colouring scheme, font or style other than what you have on your website, the customers are bound to get confused. Even though they are receiving an email from your company, it might mislead them to think about something else.

The visitors or customers who have already visited your website are familiar with a particular style scheme of your brand.  Make sure that you are able to retain it in your call to action link, no matter where it is.

5. Stick with the comfortable

When designing a call to action link that is already familiar with a large number of people, it is preferred to stick with it rather than focussing on innovation. I am not denying the fact that innovation might lead to increased conversions and booming statistics.

But there is no denying fact that it might trigger a reverse impact. This is why it is advised to stick with what people find comfortable.

Here is an example to make this point even clear. When experimented with the Add to cart button for a website, it was observed that the traditional button engaged more conversions than its counter innovations.

add-to-cart button

Image source: Wishpond Blog

6. Size the button appropriately

Another factor that determines conversions on the basis of your call to action rates is size. If you were thinking that bigger means better, then it's time you reconsider this point.

There is a common misconception that a bigger call to action button can drive more conversions because the whole point of the button is to make it stand out from others.

But when the size of the call to action button was tested, it was found that a larger size led to decreased conversion rates by 10 percent.

The reason behind this was found to be the visibility of the button, as the customer could only see the call to action button even before they came to know about the product or service.


Image source: Wishpond Blog

7. Placing the call to action button

Once you know the size, color and visibility of the call to action button it is important to place it appropriately on your webpage so that it drives conversions.

Though it works differently for different products, a call to action button at the end of a webpage or content is preferred more.

But consider that your product is very simple and your customer has to hardly think in order to make a decision, you can place your button above or adjacent to your content as well.

The purpose of your call to action button is to drive conversions for your business. You can make it happen successfully by implementing these proven techniques that catch the customer’s attention in the right way.

So optimize your call to action button depending on your traffic and get the desired increase in conversion rates significantly.

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