Benefit from Clear and Meaningful CTA’s that Helps Building Trust with Customers
One of the most important things to remember regarding your main CTA is that it should be above the fold, not buried further down the page. You want your website to explain the benefits of what you are offering then give them a CTA at the beginning of your web page so the visitor immediately sees it and can take action.
You should also keep to one CTA. If you give the visitor multiple CTAs, you are causing them to think and try to figure out which button they should pick. Instead, you should only give them one right up front and bury any secondary CTAs to lower in the page. This way if they are not sure they can continue scrolling to find what they are looking for.
Your CTAs should be consistent with the same color, font, and format throughout your website. You want to train the visitor to see the Blue Button and know that is what they click to get to the next step in the process. If you continually change the main CTA color, you are just confusing the visitor and making them think. This consistency means that when a user has spent a considerable amount of time on your website, they know on sight which button means what, without having to read the text on the button.
Does your page have a lot of information to tell? Whether you have a combination of long texts, images, or videos, if the user must scroll the page several times, there’s a chance that your CTA won’t be as effective. For your visitors to stay engaged, the key is to repeat your CTAs several times. Before they reach the bottom of the page, have your CTAs at regular intervals.
The CTA should be a button that is hard-to-miss, preceded by content designed to influence the customer to act. But, if the visitor is nearing the end of your content, and still not willing to act, you need to make a last-ditch attempt to persuade them.
It could be a short, insistent message accompanying the CTA button such as:
- “Hurry! Only a few seats remaining!”
- “Last day to take advantage of this offer!”
- “Register today to receive a 10% discount”
Messages like these usually bring about a sense of urgency in the minds of customers. If you succeed in convincing them it’s now or never, or they’re losing out on a good deal if they procrastinate in taking action, it might be just the push they need to get the conversion you wanted.
Use thoughtful words for your CTA buttons. Don’t use words like Submit, Next, and More these are generic words. Be more engaging regarding what is coming next. So, for example, if you are collecting their personal information for a webinar registration, instead of having the regular “Submit” button at the end, it’s more engaging to mention something like “I am ready to know more!”. If a visitor is browsing through your products, instead of an impersonal “Next” button for accessing more products, something that says “Show me more products” seems more personal.