How To Improve Conversion Rates through Call-to-Action
With technology shifting to a new level of providing service, brands are now exploring how to innovate their content marketing in achieving direct results. Most users connect to a certain digital product if it provides satisfaction to their interests and ensure that they keep coming back. One of the primary goals of a business’s website is to have web followers and make their product or service closer to other prospecting consumers. Merging the goals of both your audience and business can be a challenge.
To ensure a more engaging and user-friendly website that helps increase traffic and conversion, your web content needs to incorporate a “call-to-action” (CTA). Call-to-action is a term used in the marketing and advertising industries that prompts users to have a direct and immediate response. This could be one of the main elements of a successful web design.
A call-to-action encourages a user to have a direct action to your brand in order to generate leads. Whether in landing pages or infographics, the CTA should motivate users to actually do what you have asked them to do, whether to contact you, fill out a form, or go to another page, to name a few.
A CTA is usually composed of a phrase scaling between two and five words. Words in their imperative form are often used in this type of marketing strategy, so as to actively command the user to take action. CTAs are flexible, whether it is used for e-commerce stores, landing pages, or just a simple option.
And to draw more attention, businesses go beyond effort in strategically designing web pages to include CTA — and where to put it. From the different spectrum of colors and text, businesses are including animation and videos to their web design. This aims to not only grab the attention of their audience but also to motivate them to do the action being requested.
Certainly, CTA works effectively if the text and other visual elements work hand in hand. A creative application of CTA can be a fun user experience. In the example below, the CTA “know us better” on the MicroCreatives website encourages viewers to click the button to learn more about our creatives team. The copy and the staff photo as a background make it clear what the action will yield. The colors used and the use of whitespace make the message legible and easy to navigate.
When adding CTAs to your website, keep these things in mind:
Make it catchy
It may seem very gimmicky, but CTAs should be seen as a form to express what your business is and what it is about. Exerting efforts that will catch your audience’s attention and will showcase your brand and identity are the best ways to let your creativity flow.
Keep it short and informative
You should remember that CTA is used to guide users. So, keeping it concise and direct to the point is important. Using short, persuasive text is key. But remember: it shouldn’t be misleading; it should give your audience a sense of what they need, what you can offer, and/or what they’ll be getting.
Use verbs in the imperative form
Using words in their imperative form should help encourage your audience to make a good decision. A crucial construction is essential in making a compelling CTA. You don’t want to force your audience or appear very pushy to them.
Let it be engaging
People eat with their eyes first, and there is nothing appealing about a dull and boring design. And for sure no one will be motivated to respond to a brand that doesn’t give any attention to how it is represented. The design and the content should work in cohesion in stimulating a response to their users.
Make it noticeable
Last but not the least, pay attention to where you put your CTA. Strategic placement makes a difference. Is it easily located, noticeable? Does it obstruct other content? Does it create urgency? Sparks interest? These are important questions that you must consider when creating your CTA.
Creative agencies like MicroCreatives can help you with incorporating CTAs into your content that can help your business achieve and improve user interaction. With our team of copywriters, animators, graphic designers, and web developers, we are sure to help your business with creative matters. Contact us to learn more how we can help.