How to create a killer call to action

No matter how skilled you are at attracting visitors to your website, if your call to action commands aren’t up to scratch, your attempts at pulling in the crowds could prove to be a waste of time and effort. To make sure your web visitors are doing what you want them to do when they land on your pages, here are some tips to create a top-notch call to action.

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Understand user behaviour

It’s difficult to create an effective call to action if you don’t know how users navigate around your website or even who your users are in the first place. If you want to get customers to buy your products, subscribe to your newsletter or take up an offer or promotion, you need to analyse their behaviours first. Make use of analytics to achieve this.

Visibility matters

One of the main reasons that web visitors fail to complete a specific call to action is that they can’t clearly see it or it’s not obvious what they need to do. When creating any call to action, don’t put these doubts in your visitors’ minds.

You can improve the visibility of your call to action commands by changing the location of the button, increasing its size or altering its shape so it stands out more on a page. Some design experts recommend changing the colour or the font of your call to action button or text as an effective strategy of grabbing attention. To get this aspect right, consider consulting Reading web design experts such as

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Compelling commands

According to WordStream, it’s all about being clear and concise with your call to action, so use a strong, actionable command verb. Make your call to action enthusiastic and relevant to your target audience so that they will feel enthusiasm, too. The simple inclusion of an extra or different word, such as “free”, can also make a big difference to conversion rates.

Carry out testing

One way to know if your call to actions are working or failing is to carry out testing. You can make use of statistics to understand user behaviour better, but don’t be afraid to ask customers for their opinions, too. By making use of A/B testing, you can analyse call to action variations and tweak your results to suit different devices and desired results.

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