Noticed a recent drop off in conversions? Maybe you’ve forgotten the Golden Rule: Always be testing.
Believe it or not, it’s important that you regularly conduct tests of your call to action buttons to check whether or not they are performing their primary duty properly - which is to get the visitors to your site to do something — download content, request for more information or add a product to online shopping cart and so on.
But there’s more to it than just checking they go ‘click’.
The following is a rundown of three important variables with which you can test you CTA buttons, regardless of what you sell or industry you’re in…
Whether it is a regular CTA test or a newly initiated landing page optimization process, you should always remain careful with the placement of your call-to-action buttons. Usually, it’s better to have the CTA button just above the fold — meaning the part of the page that the user can see without scrolling down. However, there are also sales pages — usually those long, hard-sell pages — that tend to have better conversion rates when the CTA buttons are placed below the content, towards the bottom end of the window.
Most webmasters and online marketers find themselves clueless while deciding on the size of the CTA button. And as if that wasn’t bad enough, there are other questions to ponder as well, such as ‘should the CTA button feature an image?’, or ‘should it look like a physical object?’. The possibilities are endless — all you’re required to do is choose the one which suits you the best.
Choosing the right colour
Surprisingly, the colour of your CTA button can have a direct impact on your conversion rate. Different colours tend to resonate differently with different audiences. For example, while under certain circumstances some may prefer a CTA button in red, others may perceive it as the colour that stands for danger, threat or alert. Blues and greens are the traditional ‘safe’ colours.
If in doubt, take advantage of good quality landing page design software to offer suggestions as to what will suit your needs best.