The 6 Proven Ways To Improve Your Call To Action Button Text
Visitors who don’t click don’t convert.
Your visitors can’t get through your checkout process or signup form without clicking at least one button.
And that one button — like all of your buttons — can be improved on.
“But we fail to optimize calls to action for pretty simple reasons, all of which are complete BS”……..says Joanna Wiebe, (a conversion copywriter and the founder of Copy Hackers )
We need to stop ignoring the so-called “small things,” especially when conversions depend on them……and instead, apply a few of the 6 following click-boosting techniques that Joanna details below:
Just a few simple changes in verbiage can significantly impact your conversion rate.
It’s basic psychology, and it’s at work every time your website visitors click – or don’t click – your call-to-action button text.
Remember that you’re not writing copy for visitors who would walk over hot coals to get your stuff.
You are writing for people who are on the fence and who can be pulled over to your patch of grass with great messages.
The following tips from Joanna will help you improve your call to action button text and optimize them for conversions on your website
1. Entertain the lizard brain
- Part of our survival instinct is the tendency to notice differences in our environment.
- Valid reasoning and the written word haven’t had even a fraction of the time necessary to be part of an ‘instinctive’ response in us.
- For this reason, we need to rely on more than“If X, then Y” reasoning and written messages to make a sale or get a signup.
- It’s human nature to appreciate contrast.
- Bet you didn’t know that the greater the contrast between a flower and its background, the more likely a bee is to prefer it.
2. Focus visitors on simple calls to action
- You know that people generally (but not always) have a hard time making a decision — and feeling good about that decision — when they are presented with a lot of options.
- People think they want a lot, but having fewer options makes it easier to arrive at a choice confidently.
- Fewer choices may make your visitor feel happier.
- And happiness is an extraordinarily powerful emotion for converting people, getting them to talk about you, and keeping them loyal to your brand.
- Think about your home page — how many options do you give your visitors?
3. Make buttons look like buttons
- A button needs to look like a button.
- Users need to identify it quickly as an element to click in order to initiate an act.
- So, would a first time visitor coming to your page absolutely know which elements are clickable?
- Buttons are easier to click when we know they’re clickable.
- Can people easily identify the primary call to action on each page of your site? Is that call to action easy to acquire (e.g., large enough)?
- Does it bear signs suggesting clickability?
4. Write button copy in the first person
- A great rule of thumb when writing a call to action is to make your button copy complete this sentence:
- “I want to ________________”
- That formula leads us down the path of writing calls to action in the first person.
5. Boost your buttons with “click triggers”
- “Click triggers”,are essentially the extra boosts you put around a button to convince more people to click it.
- There is a wall standing between your prospect and a conversion.
- Our job as marketers and copywriters is to get people over the wall by:
- Knocking bricks down, virtually eliminating the wall
- Sliding boosters under our prospects’ feet until they are high enough to step down from the wall
- Click triggers do this work at the point of conversion and can include:
- A testimonial, review, or tweet
- Payment-option messaging and/or icons
- Risk-minimizing messaging (e.g., a snippet about what happens after clicking)
- Your value proposition
- The challenge is not simply using a click trigger near a button — most of us are already doing that.
- The challenge is to use the right click-trigger near a button.
6. When visitors are ready, unleash the awesome
- Your calls to action in your checkout process are definitely not the time to start hesitating or playing it cool.
- It is in your checkout that you most need to pull out all the stops to get that button clicked and transform a visitor into a customer.
- Imagine if you optimized your checkout button as well as the other buttons on your site, thus driving more people into your cart only to get more of them to convert.
- How much could your web business grow with just a few tweaks to a few tiny, insignificant buttons?
Do this exercise today…..go through any of your pages that have CTAs or buttons on them and put yourself in the visitor’s shoes.
You may find that your visitors have been breezing past something of value this whole time.
All they needed was a little change in signage.
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To Your Success,