As a business owner, you already know how crucial it is to have a website that converts visitors into paying customers. But according to a recent study by HubSpot, only 22% of businesses are actually satisfied with their conversion rates.
So, what’s the secret to boosting those numbers? You guessed it: calls-to-action (CTAs).
In today’s digital landscape, it takes more than just good content and website traffic to close a deal. The real answer to boosting conversions lies in crafting irresistible CTAs that compel your audience to take action.
In this blog, we’ll explore the art of creating powerful CTAs that will help you turn your website into a conversion-generating machine!
The Problem with Common CTAs
Think about the last time you saw an ad, read through an email or browsed a webpage. Chances are you stumbled upon at least one CTA along the lines of “Learn More,” “Read More,” or “Get in Touch” because it’s inevitable – they’re everywhere, and everyone uses them. But these ubiquitous CTAs often fail to bring any real value to the table. Let’s face it, they’re about as exciting as plain vanilla ice cream.
But a vibrant personality isn’t the only thing missing from these CTAs. They also lack specificity and incentive and fail to communicate the actual benefits of taking action, often giving off a spammy or unprofessional vibe. Not to mention, these types of CTAs easily blend into the background and get lost among the other visual elements on the page, leading to lower click-through rates.
By using descriptive, engaging language that follows a “what’s in it for me” mentality, you’ll give visitors a reason to engage with your brand. Let’s take a look at some of the ways to improve these common CTAs:
- Instead of “Learn More,” try “Discover How We Can Help You Achieve Your Goals.” This not only offers a clear benefit to the visitor but also creates a sense of excitement around the potential outcome.
- For “Read More,” try “Uncover the Hidden Secrets of Our Industry.” This creates a sense of exclusivity and intrigue that will pique the curiosity in visitors.
- Rather than “Get in Touch,” try “Join the Club and Get Access to Exclusive Content.” This fosters a sense of community and belonging that can lead to long-term engagement.
Crafting Effective CTAs
Now that you know what not to do when it comes to creating CTAs, let’s dive into what really makes a difference in turning website visitors into loyal customers. The key is to keep your CTAs simple and valuable. Don’t make your visitors jump through hoops just to see what you have to offer. That’s like asking them to run a marathon before they even know what shoes they’re wearing.
Instead, offer them something worthwhile in exchange for their contact information. This will not only entice them to act but will also create a sense of give-and-take that keeps them coming back for more. For example, a free eBook, consultation or exclusive content can do the trick.
But offering value alone isn’t enough. To make your CTA really pop, focus on three key ingredients: clarity, color and placement. By using straightforward language, visitors will know what they are getting themselves into (and why it’s worth their time). Incorporating bold hues that contrast with your website’s design can make your CTA stand out like a sore thumb (in a good way). In fact, a recent study by HubSpot found that using a red button over a green one led to a 21% increase in clicks. And don’t forget about placement; make sure your CTA is front and center – this creates a sense of hierarchy on the page and makes it clear what action visitors should take next.
Finally, don’t be afraid to stir up a little FOMO, (fear of missing out). For example, by playing up limited-time offers or showcasing limited stock, you can create a sense of urgency that will trigger your visitors to act fast in order to take advantage of the opportunity. Who doesn’t want to miss out on a good deal, after all? With the right combination of persuasive language, design and strategic placement, you will start increasing engagement, generating more leads and ultimately driving higher sales in no time.
Personalize Your CTAs
Personalization is the ultimate key to unlocking higher conversion rates when it comes to CTAs. But what does personalization entail? It starts with getting to know your audience’s needs and desires.
Before diving into CTAs, start by asking yourself some essential questions about your audience:
- What are their pain points and challenges?
- What motivates them to take action?
- What are their goals and aspirations?
- What content do they prefer consuming?
Once you have answers to these questions, you can use audience insights from tools like surveys or Google Analytics to segment your audience (based on interests, behaviors or demographics), and tailor your CTAs to address their specific needs. For instance, if you know that a segment of your audience is interested in learning about your product’s features, you can create a CTA that leads them to a page with more details on those features. This personalization not only boosts conversions but also indicates that you’re listening and care about your audience.
But wait, there’s more! Smart CTAs take personalization a step further. These dynamic CTAs can change based on a user’s behavior, location and other characteristics, allowing you to tailor your CTAs even more to your audience’s unique needs. For example, if a visitor already downloaded an eBook, show them a CTA for a related eBook instead of the same one. Or, if a visitor is in a specific city, show them a CTA that mentions a local event or promotion. Using audience insights and smart CTAs creates a personalized experience that makes visitors feel seen and understood, leading to higher conversions and customer loyalty. Now that’s what we call a win-win!
(Bonus tip! For more ideas on how to use smart content, check out our blog Personalize Your Website With Smart Content!)
Don’t Forget to A/B Test
So, you’ve finished creating your CTAs – congrats! But your work isn’t done just yet. A/B testing is a vital piece of the puzzle when it comes to optimizing your website for conversions. This testing allows you to play around with different versions of your CTAs to see which one speaks to your audience the most. By doing so, you can see which version of your CTA will result in higher click-through rates, ultimately leading to more conversions.
Before you start experimenting, it’s important to first identify your goals – these could be anything from increasing sign-ups to boosting sales. From there, you’ll need to create two versions of the same page, each with a different CTA. You can then use a tool like HubSpot (our top pick) or Google Optimize to randomly show one version of the page to a percentage of your visitors and the other version to the remaining visitors.
When conducting A/B tests, keep these best practices in mind:
- Only test one element at a time to ensure that you can pinpoint exactly which variable is impacting the conversion rate.
- Use a large enough sample size for more accurate results. (While this is not one-size-fits-all, a general rule of thumb is to aim for a minimum of 100 conversions per variation, with a larger sample size being preferable for more accurate results).
- Run your tests for a long enough period to gather sufficient data to make informed decisions. (The average test time is one to two weeks, but this may vary depending on the sample size you want to reach).
- Be open to trying new things and experimenting with different variations until you find the CTA that works best for your audience.
By comparing the conversion rates of each version in your test, you can identify the CTA that resonates best with your audience and start driving higher conversions. You got this!
Start Boosting Your Conversion Rates
By mastering the art of crafting compelling CTAs, your visitors will be motivated to take action, and your business will see a boost in revenue and bottom-line profits.
So, if you’re ready to start experimenting with different CTAs and see what works best for your business, we’re here to help. Contact us today.
