Six Ways to Improve Your Call to Action

Most landing pages, in efforts to suit the most number of users possible, are crammed full of text, graphics, and special offers. Competing amongst all of these elements (and your copy) is your call to action – most likely leaving visitors confused or indecisive. Below are some suggestions which should (with testing) improve your call to action.

1. Large Call to Action Buttons. Big call to actions work because they stand out more.

Place your call to action buttons above the fold
Size does matter. Make sure it’s the biggest, especially if you have multiple buttons on the page
Start your button’s call to action text with a verb such as Sign Up, Buy, Order, Learn, Donate, Discover
Use a contrasting color to the rest of your design

2. Support Your Call to Action. Create supporting elements on the landing page, but don’t compete with the main call to action.

Use graphics that support with your call to action
Use bullet points to emphasise your offer and its best attributes
If applicable consider using customer testimonials
Use plenty of white space in your design
Avoid placing lengthy paragraphs of text above the fold
Use a compelling headline

3. Strengthen You Call to Action. This helps to affirm why the user needs to complete the desired action on your landing page.

Use a brief introduction to describe what makes your offer wonderful
Tell users why they should choose you over the competition
Use upbeat positive language
Address any possible concerns (example: No Contracts or Setup Fees)

4. Reduce Choices. More options are not always better.

Create unique landing pages for each product
Simplify your offer and focus on its core benefits
Aim to have only 1 call to action on a given page
If more than one offer per page, guide users to make the best decision based on their needs

5. Competing Offers. When showing more than one offer on the page, it is important to guide users to selecting the desired call to action.