Call-to-Action (CTA) Buttons are the smallest thing on your landing page, yet it has the most power to either bounce, hold or convert any visitor on a website. CTA buttons are one of the commonly overlooked tactics for lead generation.
These powerful buttons guide the user to take a particular action. The actions may include downloading educational documents, adding a product to a shopping cart in e-commerce, requesting information for a query, or accepting an offer for free. The CTA buttons are of different forms or formats depending on the website, serving different purposes including lead generation.
CTA buttons can serve its purpose successfully if the following best lead generation practices are included:
Clear and specific message: The text on a CTA button should be clear and specific, inviting the visitor to click it. The use of verb and strong action words contextual to the offer compels the user to go for it.
Personalization: Personalizing the text with value, benefit, and a sense of urgency can also be experimented along with negative CTA. Here is a list of words that do the trick- ends, now, find, why, try, want, confused, sick, build, join, etc. The use of first and second person voice also makes an action compelling.
Text length: Besides the quality of the text, the quantity and appearance of the CTA buttons also matter. The sentences shouldn’t be too lengthy, fonts too big or small, and options too many. However, bonus text or extra information has to be provided as necessary while keeping the focus on the CTA button. It should be done only to enhance the user experience.
Color: The color of the buttons also matters when it comes to working with the minds of your reader. Scientifically every color has a wavelength, and that has the power to impact the thinking process of the user. Depending on the website development and design, one has to decide on using contrasting or subtle colors. The color of the background also matters in the choice of colors for CTA buttons. Different colors inspire different emotions, and so choose wisely.
Placement: Strategically placing the CTA in the flow of things and text is an intelligent call. The bottom right corner is a universal position due to the reading habit of left to right and top to bottom. The placement of CTA should be done in such a way as to get attention immediately and also to incite the customer to take action. In case there are many CTA buttons, then the most important ones can be highlighted.
Design: The use of arrows, fancy graphics, and icons should be used relatively to avoid confusion and clearly state the actions to be taken. Round, oval, square, or rectangle the shape should appropriately fit into the website development and design scheme of the page.
White space: Use white space intelligently. It’s good to have a healthy amount of white space around the CTA button. Widening white spaces help grab user attention. Also called negative spaces, it has to be proportional to the CTA button.
Many other small details could trigger action for CTA button. However, the above mentioned six points encompass the major ones. If followed diligently, these are sure to help boost the conversion rates.