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Your Calls to Action placement is very very important. It’s actually an element of your website that you should be testing constantly to learn what works best. In future posts I’ll discuss ways you can test this and the best tools to help you.
Back to CTA placements….Calls-to-Action’s do best “above the fold”- the space on the website that is seen by a visitor without having to scroll down.
According to multiple heat map analysis anything that is below the fold will only be viewed by 50% of your visitors. So any calls-to-actions that you put below the fold will have less impressions and which will result in fewer opportunities to get a click. By placing your calls-to-actions above the fold you are doubling your chances of a click and therefore increasing your chances of generating leads for your business.
Lets look at some examples of good calls-to-actions and point out a few points on what makes them good.
This is on Freshbooks’ homepage. What I like about this call-to action is that it is above the fold so right when you land on their webpage you can see it. The second component I like is that the call-to-action STICKS OUT. With the green button against the blue background your eye instantly is drawn to it. What they also do well is that they use some social proof right about it by claiming 5 million people are using their software.. This is a proven tactic we covered here and it play in really well on peoples psychology of wanting to belong.
The above call-to-action is another great example. Why? A couple things. 1) It stands out right? With the blue background they do a great job making the call-to-action RED. This gives it a little pop and draws your eye in. 2) The call-to-action phrase is simple and to the point. CREATE RESUME pretty much sums up what your about to do if you click on the button. Lastly, they do a great job supporting the call-to-action with arrows pointing to it as well as additional suggestions about printing and downloading as well as suggesting for you to share it with your social media network.
What is a call to action?
Call to Action or a CTA is very simply what you are telling your webpage visitor what you want them to do. When people visit your site you need to direct them to where you want them to go! Seems pretty obvious right? Well it should but if you start to look for calls-to-actions now when you are on other website’s you’ll begin to notice how wildly ignored this best practice is. Calls-to-Actions can be presented as a link, image, button or whatever else you think will help you convince your website visitor to take action.
Just like this below…..
CTA’s are the secret sauce to driving traffic to your offers. If your CTA’s suck and don’t stand out…nobody’s going click them and you won’t get any attention to the wonderful offer you have.
Where do you use CTA’s?
Glad you asked, CTA’s can be and should be used on every piece of content or interaction point with your audience. Calls-to-actions can be used on product pages (non landing pages) in display ads, email, blog posts, social media, direct mail and really anywhere you think you can market your offer.