When creating a call to action, it’s easy to get caught up in the minutia of aesthetic factors like colour, shape or spacing of text on the button. But the efficiency of a successful call to action is more about its functionality and less about its form.

Let’s take a look on 3 underlying features that will optimize your CTAs:

1. 1. What’s your Value Proposition?

A value proposition puts forth the question of why? Why do people buy? You must understand the motivations or fears that ultimately move people, from what initially holds them back to eventually give your brand a try. Until you uncover these reasons, you’ll never be able to put together a proper value proposition for your product or services.

Instead of focusing on value you’re offering, CTAs too often emphasize the action or event like a phone call or weekly email.

Replacing these generic CTAs with a well-researched value prop can result in a significant conversion increase. Once you get the value prop right, your actual CTA button falls into place. You’re able to use specific phrasing tailored to the offer.

The best CTAs should provide the following benefits:

1. 1. • Information: Explaining what they’re going to get
      • Guidance: Instructing users what to do
      • Anxiety Relief: Removing doubt or perceived risk of taking action

The trick with CTAs is to use fewer words to say more. Start by recognizing and avoiding spammy that immediately bring up mixed feelings, causing people to hesitate and decline your offer like “Sign Up” or “Donate”. Most people don’t want to “Read More” or “Learn More.” But they will “Check Out” or “Discover.”

“Power words” are used to cut through the noise and instantly reach us, ultimately responsible for making decisions. Some of these best converting words and phrases include:

1. 1. • You
      • Free
      • New
      • Instantly

1. 1. Create the appropriate Tone

The tone of your CTA is what aligns a visitor’s expectations, the value prop you’re offering, and the way they take you up on that offer.

The words you use can heavily influence the effectiveness of your CTA and your ultimate number of conversions. Most of the time they may imply other meanings in a prospect’s mind which may be unintended.

For example, the CTA “Download Guide,” may seem like a simple CTA but also sounds like an extra demand on someone’s time (how long will it take to download?). When simplifying it to “View Full Article”, it proves to be more clear and effective.

Tone alters the message by saying the same thing but putting a different spin on it to make it more appealing to the reader. This helps cut through the noise to the specific types of people you’re trying to reach.

1. 1. Don’t neglect Page Design and Positioning

Scrolling has become a popular habit today with users today are used to scrolling endlessly for all of your information packed on a single page website. With that in mind, placing a CTA from under to above the fold (portion of the webpage that is visible without scrolling) is shown to have a higher conversion.

Page positioning of your primary CTA can dictate clicks and conversions. For example, using one that’s left-justified or centered aligns how we naturally scan web pages. So simply relocating CTAs to these “hot spots” is one simple way to increase your chances of success.

You must also be careful about not crowing your landing page with too many CTAs. This confuses a user as he/she is not quite sure where to click in the first place. This commonly happens when you create a website based on art instead of interaction. There’s no singular goal or objective behind the page, and it reduces the effectiveness of your CTA.

Another common mistake when using multiple CTAs is not arranging them according to priority for the page visitor. There should be a clear hierarchy or differentiation between primary, secondary and tertiary page options. Intentionally separating the CTA from other elements on the page by surrounding it with ample white space is good technique to draw attention and focus.

Remember there is more good call to action that what you see! First create a strong value proposition for your customer, decide what tone will best connect with them and then find the best, most strategic place on your landing page to place it.

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By Bassem Saber Digital Marketing Expert