I recently raised a client’s conversion rate from 2.91% to 3.44% just by changing their call to action.
That’ll be worth over $100,000 by the end of the year, and all I did was edit one button.
Here are 11 guidelines for finding the perfect CTA:
🧵
That’ll be worth over $100,000 by the end of the year, and all I did was edit one button.
Here are 11 guidelines for finding the perfect CTA:
🧵
1. Make It Actionable
“Submit” is an action word, but it’s generic and weak.
Something like “Start Your Free Trial” is more unique and strong.
“Submit” is an action word, but it’s generic and weak.
Something like “Start Your Free Trial” is more unique and strong.
2. Paint A Picture
“Enter” doesn’t paint a picture at all.
Something like “Send Me My Free Guide!” lets your audience imagine that free guide showing up in their inbox, and that makes them want it more.
“Enter” doesn’t paint a picture at all.
Something like “Send Me My Free Guide!” lets your audience imagine that free guide showing up in their inbox, and that makes them want it more.
3. Play With Your Colors
The color of your button sounds like it wouldn’t matter, but testing often shows us that it does.
Green, orange, and red with white text usually perform well. You never know what will work for you until you test, but you can start with those.
The color of your button sounds like it wouldn’t matter, but testing often shows us that it does.
Green, orange, and red with white text usually perform well. You never know what will work for you until you test, but you can start with those.
4. Make It Legible
The most important factor of all is your audience being able to read the text.
Make sure your font and color scheme lets them. You’d be surprised by how many stores have CTA buttons with tiny text or badly-chosen colors.
The most important factor of all is your audience being able to read the text.
Make sure your font and color scheme lets them. You’d be surprised by how many stores have CTA buttons with tiny text or badly-chosen colors.
5. Keep It Short
You probably don’t want your buttons to be full-sentence sales pitches.
It’s usually best to keep them at five words or below.
You probably don’t want your buttons to be full-sentence sales pitches.
It’s usually best to keep them at five words or below.
6. Mention A Big Value Proposition
You often don’t have enough text space for this, but if you do, mentioning a value proposition is effective.
For example, your button could say “Start For Free”, which highlights the fact that the customer pays nothing to get started.
You often don’t have enough text space for this, but if you do, mentioning a value proposition is effective.
For example, your button could say “Start For Free”, which highlights the fact that the customer pays nothing to get started.
7. Create Urgency
Urgency is a crucial persuasive driver, and you can often use it in your CTAs.
For example, your button could say “Buy Before Sale Ends”, which communicates scarcity and creates FOMO.
Urgency is a crucial persuasive driver, and you can often use it in your CTAs.
For example, your button could say “Buy Before Sale Ends”, which communicates scarcity and creates FOMO.
8. Put It Above The Fold
The “above the fold” area of a page is the part you see before scrolling down.
It’s the most crucial part of the page, and testing consistently shows that having a CTA button near the top of the page gets it more clicks.
The “above the fold” area of a page is the part you see before scrolling down.
It’s the most crucial part of the page, and testing consistently shows that having a CTA button near the top of the page gets it more clicks.
9. Use Just One
There are no absolutes in the world of online sales, but having multiple CTAs often raises competition between them and kills profit.
Test to make sure, but you’ll probably get more clicks if you have one CTA only.
There are no absolutes in the world of online sales, but having multiple CTAs often raises competition between them and kills profit.
Test to make sure, but you’ll probably get more clicks if you have one CTA only.
10. Try 3rd-Party Payment Options
Some people prefer to pay through PayPal, Amazon, or Google.
Adding that option to your product page might make more people buy.
Some people prefer to pay through PayPal, Amazon, or Google.
Adding that option to your product page might make more people buy.
11. Guess, Then Test
These guidelines will point you in the right direction, but none of them are ironclad rules.
You need to test and find out what works for your audience and offer. Take inspiration from this list, guess what's best, then test to confirm.
These guidelines will point you in the right direction, but none of them are ironclad rules.
You need to test and find out what works for your audience and offer. Take inspiration from this list, guess what's best, then test to confirm.
That’s everything.
If you liked this thread:
1. Follow me @blvckledge for more
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Thanks for reading!
If you liked this thread:
1. Follow me @blvckledge for more
2. RT the tweet below to show some love
Thanks for reading!
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