You’ve crafted the perfect website, high-quality content and an offer that prospective customers can’t refuse—but your conversions are low. It’s a frustrating problem for anyone who has tried to capture leads, and it can be tough to pinpoint the source of the problem.
If everything else on your site is in good shape, the issue might be your call to action buttons. These are the links that take visitors to a landing page that gets them into your orbit so you can close the sale in the near future. But if they’re not compelling enough to inspire action, the visitors won’t click.
Here are five reasons they’re skipping over your CTAs.
There’s No Sense of Urgency
They’re in the Wrong Spot on the Page
CTA button placement is just as important as what the button actually says, and putting them in the wrong spot can cost you customers. For example, a recent ContentVerve study found the average call to action button is 304% more effective when placed below the fold. But, what if your above-the-fold copy isn’t compelling enough to get visitors to scroll down? We hate to be the bearers of bad news, but some of your website visitors aren’t even seeing your CTA buttons at all.
Take some time to gather user feedback and study how visitors are exploring your site. You’ll get greater insights into where CTAs will be most effective, leading to more clicks and higher conversions.
The Buttons Aren’t Optimized
Believe it or not, the call to action buttons themselves are just as important as what they say and where they are on the page. Shape, size and color all factor into how often visitors will click, so finding that magic combination is the key to boosting your conversions. Look into color psychology as it relates to CTA performance, and try to choose a color and font from your brand’s visual guidelines that contrasts with the text or imagery around it.
Then, start testing, and keep testing. Your button from three years ago should definitely be updated, and don’t forget to eliminate the less popular option as you’re continually A/B testing.
The Benefits Are Unclear
As far as call to action buttons go, “Learn More” and “Click Here” are about as cliche as they come. These phrases give a direction, but they don’t tell users what they’ll gain by complying.
Of course you are excited about what you can provide to prospective customers, but they won’t understand how your services can help them until they’re specifically told. That’s why your call to action buttons need to clearly describe the benefits of your offer. Try something like this instead:
You’re Not Putting the Customer First
Your customers are the backbone of your business, but your current call to action buttons might not put them front and center. The focus should be on what you can offer them, not on how they can help you.
If you’re using generic language for your CTA copy, you’re missing an opportunity to recognize prospective customers’ unique needs. Think about who they are and why they’re on your site, then personalize your call to action buttons accordingly. It’s easy to change, for example, “Contact Us” to “Find Qualified Mortgage Leads”.