Calls to action are arguably the most important piece to your landing page puzzle. You could have a beautiful page with practically poetic copy, but if your CTA is lackluster or hard to find, your conversion rate will suffer. Take a note from these pro tips all about how to make, place, and write effective CTAs for sky-high conversions.
CTAs Go Beyond the Button
Making a high-converting CTA takes more thought than simply placing a button on your landing page. Most of the time, your call to action will be the only clickable element on your landing page or pop-up box. If your CTA copy is unclear, unimpressive, or unclickworthy for any reason, leads will end up closing out instead of clicking through. Think outside the button. When making your CTAs, you might be inclined to go with a safe rendition of “Buy now,” “Click here,” or “Submit.” You feel safe with these choices because they’re the same bland CTAs you see on the majority of landing pages and ads across the web. Break free of the CTA monotony and make yours stand out. Add exciting, bold, and maybe even daring copy to your buttons to increase interaction (and your conversion rate). But always make sure that your CTA is clear and understandable, and, above all, don’t tell a lie. Below is an an example of a mildly corny yet enticing CTA button for an online dog training certification course compared with a CTA that is just not believable. The second CTA certainly stands out, but it’s unclear what a lead would be signing up for (and is impossible to deliver).
That call to action draws attention, begs for interaction, and still relays what the lead is about to sign up for. The button below, however, is grasping at straws—and attention—while disrupting the flow and purpose of the page.
Find your balance between creatively enticing and blatantly unbelievable while staying informative and you'll have great engagement.
How to Make a CTA Button
Copy isn’t the only thing enticing prospective leads to click. The color, size, and placement of your button is just as important. After all, if no one can see your button, no one can click on it. Placing your button isn’t always cut-and-dry. In fact, where you place your button depends on how much information is on your landing page. If your landing page is stuffed with complex, highly detailed information, a CTA at the bottom of your page generally does well. When your pages are short, concise, and relatively simple, placing your CTA button above the fold will reap higher conversions. Kissmetrics put together this graph that shows the relationship between page complexity and button placement for easy reference.
Once you’ve decided where to place your button, adding one to your landing page is easy in our drag-and-drop builder.
Placing and Formatting Your CTA Button
Click on the “Button” widget inside the builder, drag it to your desired location, and drop it into place.
Once your button is placed, it’s time to add your button copy and format it to perfection. Within Leadpages, you can edit the size, shape, and color of the button itself as well as the copy. You can always control where the button drives traffic to ensure your sales funnel is flowing exactly how you want.
The color of your button should be bright and should differ from your brand color. For instance, when your button color is the same as your logo color, people may not know to click there (or they might not even notice it). In the example below, HubSpot found that the red CTA button converted more than the green button. The red stands out from the page while the green button blends in with the page’s primary color.
If you're unsure if your CTA button is making the most impact possible, you can easily set up A/B tests to continuously optimize. By changing even one element such as your CTA copy, the size of your button, or the color of the text or the button, you could reap huge increases in your conversion. What was your most successful CTA copy and color? Share your experiences below.