Proof That Calls-to-Action Increase Sales on Websites

Published: Thursday, January 12th, 2017

Try for a moment to picture your business website as a maze. Now imagine your customers were faced with two options, maze A or B. Inside maze A there are no arrows, signs or clues to direct you on your path, while maze B has clear signposts helping you to navigate quickly and easily through the maze. If you’re a busy customer stuck for time, which option will you choose? I think most of us will go with B, don’t you?

In web design, the call-to-action marketing button (CTA) is a signpost that helps visitors navigate from one section of the website to another with the purpose of taking immediate action. Without these CTAs, your landing page web design is incomplete and your customer feels lost in the maze. Oh and they’re also crucial for driving sales conversions!

Research by Unbounce shows how they increased sales for one of their clients by 35% just by changing the colour and shape of the CTA button. So, if you want to convert more visitors into customers you’ve got to provide strong, clear, well designed CTA signposts that guide visitors to whatever final action satisfies their search and achieves your business goal.

Digitaledge web design calls-to-action

Now that you understand what they are and why they are important, let’s look at 5 tips for making effective calls-to-action that increase website conversions.

Which CTA should I use?

That depends on what your digital marketing goal is. If you’re building an email list from your website, then using the newsletter Sign-Up CTA is best. If you want to increase sales, then the Buy Now button is more appropriate. For an email campaign, a text CTA may fit better within your email message. Whatever your goal, there are a few web design elements to consider.

Action Words

You can tell from the examples above that CTAs contain verbs or action words designed to motivate the visitor. It isn’t enough just to upload content, people need that extra little push to help them through the maze, so always include a CTA with your web design. That goes for your email and ad content too. For an example of action words used in CTA buttons on a homepage click here.

Page Position

Where you place the CTA matters as much as the message itself. Some websites place them top right, so it’s right there before you’ve even consumed the content. Others place it in the middle of the content and repeat the CTA again at the end (very popular with email marketers these days). Others prefer to place it below the content because they want you to read the message first before hitting you with the CTA. The best way to decide what works is to test it for yourself, so get busy experimenting! Just remember, the whole point is to keep guiding those visitors through the web maze until they get what they need and you get the sale. For a more in-depth look at the web design psychology of CTA positioning click here.

Choice of Colour

There’s been a lot of research into the effect of colour on consumer behaviour but let’s keep this simple. What you want is to draw your visitor’s eye to the CTA button. Popular choices are greens, blues and reds. Against a white background these strong colours create immediate impact. Learn more about the use of colour in CTAs.

Size Matters

You may be tempted to think that designing the CTA as big as possible on the page is the sure-fire way of getting people’s attention but there is a danger with that. You could end up making the CTA so overbearing that it detracts attention away from the content message. Make the CTA big enough so it can’t be missed but maintain a balance on the page, don’t let it dominate too much. Click here to see an example of social buttons used to drive action on a blog page.

Key Takeaways

Call-to-action marketing signposts should be a feature of every website landing page. Your choice of CTA depends on your goals, so it’s vital that you experiment to find out what works for you. Done right, they help visitors navigate their way easily through the website maze completing different actions as they go along. Action words, page positioning, choice of colour, size and shape, all play a part in effective call-to-action design that increases website conversions.

Get in touch

Do you need help improving conversions on your website, then feel free to contact us. We know a thing or two about web design that is focused on effective CTAs, so get in touch today!

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