Blog Post

What Makes a Good Call to Action in Web Design


Having an effective call to action is the heart of a powerful website. Without strong calls to action, websites don't have the ability to qualify or capture leads. To optimize call to actions on your website, be aware of our six tips that we've learned over years of testing and research. Watch our Daily Brown Bag to learn how you can take the most advantage of your website and convert more leads with strong call to actions.

TRANSCRIPTION:

Hello, and welcome to the Daily Brown Bag. Today we're going to be talking about six reasons your website doesn't convert. I'm Chad Hill, and I'm joined by Adam Stetzer.

Hey, good afternoon, Chad, welcome to the Brown Bag. I guess we could also call this how to have a great call to action on your website, how to improve your call to action web design, because conversion is a very important topic here, Chad. And call to action is very closely related to having good conversion, so, here's six ways to improve your conversion by really focusing on that call to action on your site.

Number one, you need to know what your goal is. You can't manage what you don't measure. A lot of people come into this and don't very specific goals. You may want to get someone to subscribe, that could be your conversion.

You might want to get someone to buy, you're in an e-commerce setting. You may want to get someone to redeem an offer or download a white-paper with a good call to action web design. You need to very carefully define what your goal is, because that's going to drive through all of these other points.

Number two, customize, because different audiences are different, and different websites are different, there is not a one size fits all. Although I know we're going to cover some rules of thumb you can use, but you've got to realize somethings may work. An email, or for a paid ad, or on a certain page won't work somewhere else. So know your audience and know your website.

Number three, keep it simple, keep it obvious. People over think this sometimes, Chad. I know we have, and you want to make sure your audience doesn't have to look for the call to action button. You want to keep things above the fold. You want to make it large and easy to see, and that's number three.

Number four, be mindful of your design. So sort of continuing off of what we were talking about there Adam, is you want to make sure that however you present your call to action, it clearly stands out from the rest of the page, but not so much that it's distracting. So the idea of an animated picture or blinking something on the screen actually may take away from the call to action web design because it's too ugly.

Number five is be consistent. So you want to make sure that whatever your call to action web design is, it aligns with the content and the rest of what you're doing with your website. So for example, if you have an e-book to download, but the page is about survey results, that would be inconsistent to be reading survey results and then be downloading an e-book if it's unrelated to the survey that it was in.

And then number six, is monitor and change. So we talked about measuring and having metrics. Well the one thing you want to do is have A-B tests going. So you want to try one call to action, and then change it up. So if you're doing a free evaluation, try the e-book download, or if you're running promotions in e-commerce, and you're trying free shipping, try discount off. And those are the kinds of things you want to do.

So that's six tips today for how you can increase or improve your website conversion rate.

Thanks for joining are Brown Bag, please subscribe to our YouTube channel, and we hope we'll see you tomorrow.