Is your click-through rate just not cutting it? If the problem isn’t with the content of your homepage or landing page, there’s a good chance you’ve got some work to do with your Call-to-Action. Your CTA should drive customers to click to the next level of engagement. If you’re not seeing that drive, check out these 6 common mistakes that prevent CTA buttons from getting the results we want.
1. Too Passive
The key word in Call-to-Action is ACTION. If your CTA doesn’t inspire your prospects to do something, you’re doing it wrong. The CTA should push customers through the sales funnel, as far toward conversion as possible. Think up some good verbs and phrases that will get your customers excited to click the button. Use the type of language or flair that sets you apart and gets a reaction out of people.
2. Too Vague
The text in your CTA should give the customer a pretty clear idea of what will happen next. Spend some serious time mapping out what you’d like to happen from your landing page and CTA and develop super succinct copy to achieve those goals. What specific action are you trying to encourage? What will happen when a customer clicks the CTA button? People generally don’t love surprises, especially online surprises on an unfamiliar website.
3. Too Much Information
The CTA button should be succinct. If there’s too much information or too much text, you’ll hurt your chances of click-through. In our last post, we discussed a couple things that hurt conversion from the homepage: too much reading or too much thinking. Jamming lots of text in your CTA button requires both of those things!
4. Too Many Options
Like we said last week, focus on one CTA. Maximum of two if you absolutely have to. Just remember the paradox of choice: the more options available, the more likely the customer will choose none of them. If you have two types of customers that you need to send to different landing pages, that would be an excellent time to use two CTAs. There may be two options but only one of them should apply to any one visitor that comes through, thus taking away the paradox of choice.
5. Poor Placement
You kill your click-through rate when your button isn’t placed where it’s expected to be. A good rule of thumb is to pay attention to the reading conventions of wherever your market is. In the US, we read left to right and top to bottom. Placing your button toward the left and bottom of the page and anticipating where your readers’ eyes will go helps ensure that they will see the CTA button after they’ve read the other information on your site.
6. Poor Testing
Testing your CTA statements and buttons will help you to understand what is actually working. Poor testing happens when too many variables are different to truly see what delivers better results. Testing is best done side by side, where visitors are sent to one of two versions of your landing page operating at the same time. This ensures that seasonal fluctuations and potential outages don’t affect your results.
Don’t kill your Calls to Action! Check out your landing pages and make sure that you’re not committing any of these mistakes, then watch the clicks roll in.