You’ve got the traffic, but you haven’t seen the sales.

What’s missing? Better calls to action. 

Calls to action (CTAs) are the secret ingredients behind changing your website from a traffic engine to a sales engine. But knowing what types of CTA language and button placements will drive your web viewers to click isn’t always obvious.

Thankfully, some people have been doing their homework and are actually researching this vague (but important) ecosystem.

Here are a few tips and stats that might make you pause the next time you think, “Oh, it’s just a button.

Including Relevant Button Copy Can Increase Conversion by 2X

Tell people exactly what they’re in for when they click your button. Doing so might increase your conversion rates more than any single change you make.

For instance, in a case study of Fitness World—a major chain of gyms in Scandinavia—a strategic change in button text, from “Get Membership” to “Find Your Gym & Get Membership” increased click-through to the payment page by 213%.

The Button Color Might Make ’em Click

Countless studies have also shown that changing the color of your CTA button can increase your conversion rate by up to 36%. To discover the button color that drives the most clicks on your site, consider running a few A/B tests.

Explain the Value of the Click and Conversion Rate Increases 15%

Have you ever asked yourself what your web viewer is doing on your site? Maybe they’re there to learn more about your product or research your investors. Or perhaps they accidentally landed on your website and don’t have any connection at all to your product or service.

There are countless reasons why unique visitors stumble upon your domain. Don’t confuse them once they’re there. As we already went over, providing relevant context to buttons can double conversion rates. Going one step further and adding value to that context can bump up your average too. ContentVerve found that adding value boosted click-through rates by 15%.

Bigger Is Not Always Better

If the whole point of a business website is to drive users to “click to convert,” why not make the whole website one big button?

Because bigger is not always better. ContentVerve found that bigger buttons actually decreased conversion rates by 11%. This is because the point of a business website isn’t to drive conversions. Websites are deemed most valuable when they are educational, informative, entertaining, and delightful. People become loyal to news sites and blogs that nurture them, and they trust that there will be ongoing new information that serves them.

Businesses must do the same. As publishers, we are now held accountable for producing buyer-centric content that compels each of our web visitors to engage further with our brand.

So when developing your CTA buttons, don’t clog the main point of your site. Instead, be subtle but confident in button placement. Put buttons in organically actionable spots on your site.

To start thinking strategically about CTAs, download our free CTA mapping template. It’s bound to get your site moving in the conversion direction. 

See where we got these stats: 10 Call-to-Action Case Studies w/ Takeaways & Examples from Real Button Tests

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