You know well that the landing page is a decisive element of your inbound marketing strategy. The reason is simple: you can transform a reader interested in your services/products into contact into practical use for your cause through landing pages.
In other words, you can aim for the goal of your online presence: conversion.
If you want to convert and be successful with your sales cycle, you need a landing page.
Indeed, a good landing page. A page designed, studied, created, and optimized to achieve the goal.
Blogging is useful; it is essential for your business. But that’s not enough: the results are expected if you don’t have an effective landing page.
The optimization of a landing page is a delicate job that involves different figures: SEO, web designer, PPC expert, and copywriter.
You can optimize the page to get it out in the first places of the SERP, but if the texts do not follow the rules of persuasive copy, you risk throwing your money in the wind.
And one of the most delicate elements is the call to action.
The Topic Of This Post
- 1 What is a call to action?
- 2 A call to action
- 3 Use the button
- 4 The call to action must communicate value
- 5 CTA Button: your opinion
What is a call to action?
One command, nothing more and nothing less. The call to action is a call to action, a communication that the author of the landing page addresses to the reader and pushes him to do something that can make a difference for you.
How to get people to do what you want? Simple, ask. The call to action does just that: it leaves a request on the landing page to get the reader to press a button.
A button that can have different roles. There can be a landing page to sign up for a course and download an ebook to receive the newsletter.
The copy of the call to action must keep these aspects in mind. It must respect some precise rules that can define your landing page’s success or failure: what are these rules? How to improve the copy of your landing pages?
A call to action
The first rule to improve your call to action is this: one is enough. A landing page with two different calls to action can have negative results, but first, you need to clarify the purpose. A landing page with different purposes risks confusing the reader: every activity needs a page, and every page a call to action.
Don’t add different calls to action, don’t stray from the purpose of your page. And don’t add secondary CTAs, like those that ask the reader to share the page on social media. I repeat a landing page, a purpose, a CTA. This is the ideal solution to highlight your request.
The call to action at the end of an AIDA path
By the way, what is the best position for your call to action? In the first part of the page (above the fold) or at the end?
It depends on several factors. In a fascinating study, the guys from Unbounce show that the trend is to put the CTA above the fold but that we must not continue with blinders: the tests show that there are good results even with the button at the end of the page. For example, when you want to take advantage of the AIDA path.
Use the button
How do you imagine the call to action? Like a text string? Like a link? The best solution: use a button, use an element that the user recognizes as something clickable. In fact, to improve your call to action button, you have to follow some rules that can make the difference:
- Use negative space with care – The CTA is decisive, so it must be visible. Make sure that other elements do not submerge the button; leave a suitable space between the graphic elements of the call to action and other boxes on the page.
- Choose size and color – The CTA button should be prominent and noticeable, not tacky. Use a good contrast between background and button, font and button. People need to spot the CTA button right away, but it doesn’t have to be annoying.
- Take advantage of urgency – The copy of the call to action is on the button, but to leverage one of the most decisive psychological factors (urgency), you can add subtitles to the switch to persuade the user. For example, you can indicate the number of products or places left (always few) or count the number of hours needed to book.
- The importance of social proof – Like urgency, social proof can also help highlight the call to action. Next to the imperative, you can enter a number: the users who have already performed the activity. What are you doing? Don’t you follow the example of those who preceded you? Similarly, it is essential to include testimonials on the landing page: people want to know the opinions of those who have used the product/service.
Regarding the button’s shape, it is better to use controls with rounded corners that interact with the mouse hover. They must look like clickable objects; they must invite action just by looking at them.
This is why the role of color is decisive. As you know, there are in-depth studies on the part of colors in relation to user actions: here is a summary offered by the Kissmetrics infographic.
How to optimize the call to action of your landing page
Let’s recap. A call to action button must be of a good size, visible, clear, and clickable. People need to recognize it as an essential element of the page.
But now the question is: what to write on the CTA button?
The word to the copywriters!
The call to action must communicate value.
Exactly. What do you use as a call to action? A sterile “click here” ? Or a trivial “go”? The call to action should contain the value of the action; it should convince the reader to click through a clear idea: something will change after the click, it will change for the better.
Example. You are a web writer, and you need to create a landing page to acquire new customers: do not use “click to receive a free quote” in the landing but “improve your texts.”
Or “improve your texts now.” The idea is this: I’m here because I need someone who values my pages, which improves my texts. So the call to action responds to my wish.
You can decline this reasoning to any situation, to any activity. The important thing is to give value to the shares.
CTA Button: your opinion
Do you know is the only way to precisely define the quality of a CTA button? The tests. Only through targeted tests can you have reliable data. The rest, or the hypotheses and reflections, remain so.
That’s why every point listed on this list must constantly be tested – what brings the most conversions works, clear?
Do you agree? Leave your idea in the comments; help me tackle this fundamental issue of great lakes student loans.