CTA or Call-to-Action  is the activity you want a visitor to the site or recipient of an email mail to perform. Most often, it’s getting the visitor to click a button, a link or a picture. It’s an incredibly important part of a landing page on your site, where you can then measure conversions and make sure to really capture those who are interested in what you offer. Your SEO company surely helps in matter. 

Basically, it is about clarity. What do you want the visitor to do? And how do you make it as easy as possible for the visitor to understand what the next step is? The least confusion may be the result that the visitor does not perform what you want it to perform. Here are some concrete tips that are good to keep in mind when creating a CTA.

1. Let the text be short and concise

Use a few words to get the visitor most efficiently to do what you want it to do. For example: “Learn more about ..”, “Download copy”, “Subscribe to our newsletter”. The important thing here is that they urge for action, rather than being informative. 

Make sure that the remaining text on your site responds to all visitor’s questions, so you can let the CTA button do its job. It may also work well to put some “time pressure” on the visitor by using words like “now”, “already today” or “direct” to gain a little momentum on the visitor’s index finger.

2. Write in the first person

When it comes to copying, one of the most powerful words is to use “you” or “your”. It gives the effect of each individual being perceived as directly and personally appealing. But studies (copyblogger.com) have shown that when it comes to the CTA button at the end of your text, it’s most effective to write in the first person. 

So, for example, use “Show my stats” instead of “Show your stats” so you’re getting more people to convert.

3. Highlight the button properly

If your website consists of, for example, very blue in color, it is not optimal to leave the CTA button blue too. Keep in mind that it will “pop”, thus pulling your eyes, and maneuvering to action. 

Also, make sure that there is some air around the button (so they stand out of other content) and that you do not use too many different CTAs close to each other, then it will be most confusing to the visitor. The CTA is usually not placed on the top of a landing page, but rather after the information.

4. Measure and analyze

The Google Analytics Analytics tool lets you see if your visitors are doing what you want on your website. Are they following your CTAs? 

Do the orders or the action you want them to implement? If not, it may be possible to correct the CTA button or review the contents in its entirety. Please try different colors and placements and words in the CTA button to see what works best.

5. A / B test

If you have many visitors to your website, you can do so-called A / B tests to test two different versions of a page and see which one gets the best results. 

Use tools such as, for example, Google Optimize for help deciding which version is best. However, you are recommended to get 250 conversions per version to see a fair result. If you have a low number of visitors on the page, it may take a really long time.

And yes, one more thing. Do not forget that your button really has to look like a button. Even if you know that you can click on a specific image, it is not certain that the visitor understands it. 

Instead, create a button with clear edges/delimitations and possibly add a slight shadow. Of course, they can be designed in a variety of ways, but here are some examples of how they can look.

So, good luck with moving your customers into the buying process.