You may have done everything right on your website but you’re still wondering why your pages aren’t converting as effectively as they should? The answer could lie in the way you’ve created your call to actions. You may need to re-look at your web page call to actions (CTA’s) and make changes if they’re not performing the way you want.
Reasons Your Call To Actions Aren’t Performing Effectively
Sometimes, visitors simply don’t know what they should do for a number of reasons. Some of them include:
- Your web page has too many options and users simply don’t know what they’re supposed to do.
- The CTA’s on your website are difficult to identify.
- You’re not using the right CTA language to get users to do what you want.
- The CTA’s don’t optimise well for other devices like tablets and mobiles.
- The CTA’s are too complex or are too obligatory and users don’t want to commit at that stage.
Poorly performing CTA’s could hurt your overall business so it’s important that you take a look at every page and start making changes.
Ways To Improve Your Call To Actions
Luckily, poorly performing CTA’s can be fixed and you can start getting the conversions you actually want. You simply need to diagnose the specific issue and make changes. Here are some ways you can improve your call to actions:
- Identify the main goal you want to achieve from every web page – Don’t ask readers to do too many different things (follow you on socials, subscribe for emails) on your website because this can overwhelm them. Identify the main goal and stick to it.
- Avoid making visitors work too hard to identify the CTA – If a visitor cannot identify the CTA, they will leave your pages without doing anything. Don’t make it so hard by creating a clear and concise CTA that is visible and action-oriented.
- Only get must-have data from your readers – Don’t ask for too much info from the reader because they may leave. Just get the basic information you need and ask for more data down the road.
- Don’t overcrowd your CTA with too much text – Your CTA needs to be prominent so readers know exactly what they need to do. Avoid overloading with too much text and leverage whitespace as much as possible.
- Optimise for mobile – Web pages read differently on smaller mobile devices so your CTA must be optimised to have a prominent appearance when a person visits your web pages from them.
- Use specific action-oriented copy – Generic CTA’s may not get you the conversions you want so your CTA needs to be as specific and action-oriented as possible.
- Offer free trials and discounts – Many brands ask users to buy something without offering any value in return. Depending on your business, try offering a discount or free trial to establish a relationship with the reader before trying to get them to buy something from you.
- Be clear about the benefits – Readers must understand the benefits of the call to action for it to make a real difference to them. Be as clear as possible.
- Cover off pain points with solutions – If you know what your target audience is frustrated with, use this knowledge to cover off pain points with solutions that enrich their lives. Tell them how through your CTA’s.
- Use CTA button colours that contrast – You want the CTA to stand out as much as possible so use colours that contrast with the background so they can easily be found on a computer or mobile screen. The underpinning principle here is that the CTA should pop out against other screen text.
- Consider different CTA’s on every web page – It’s important to look at different CTA’s for different content pages so you maximise the opportunities presented to you to get leads. This way you don’t put all your eggs in one basket and have multiple opportunities to get new leads for your business.
Once you’ve nailed down your CTA strategy and found ways to improve, you’ll start noticing how much easier it has become to convert leads into genuine sales for your business. Just remember that every CTA you plan should work towards helping you achieve what you want for your business. They should not compete with each other because this will confuse readers and hurt your overall strategy.