Call To Action Buttons: Crafting High Performing CTA Button Copy
Changes to your call to action button copy can sometimes yield significant gains in performance.
Call to action buttons are the topic of many a blog post, with a varying degree of quality.
You can certainly play with button colours: make sure they stand out from your background and catch the eye and have a good amount of free space around them.
You can also have fun testing button shapes and sizes - these can all contribute to ensuring your main call to action is eye catching and stands out for your prospects. However, if your CTA copy is wrong, these changes in themselves, might not have too much of an impact.
“So what is “good” CTA copy and where do you start?”
It would be wonderful to be able to have a formula that guarantees success, but it all comes down to context - what type of CTA button it is, what do you want your prospects to do and what do they get for taking the action.
For example: we often talk about making your CTA button copy different, and specific to the action you want your prospect to take, but in a situation such as with an “Add to Cart” button, straying too far from customers expectations can actually have a negative effect by causing confusion.
One example of this was a business, instead of using “Add to cart”, went with “Make my product” (as they handmade products to order).
They learned that whilst they had lots of product page views, no one was adding to cart!
An exit survey conducted with site visitors found that in this case, consumers were confused by this copy. Consumers are very used to “Add to cart” these days and know that when they do so, they still have time to change their mind. However “Make my Product” copy implied that by clicking it, they were committing to a purchase, when they were not ready to take this step.
Changing it back to “Add to Cart” saw an immediate uplift of 17%.
But in many situations, CTA button copy that just dictates the action you want a prospect to take, isn’t very effective, and this is what we are covering today.
If there was any type of formula that could be applied to the majority of CTA situations, it would be this one from the team at CXL: Value + Relevance = Conversion.
By value it means, that the prospect needs to have a motivation for clicking your button. Relevance is what the prospect will receive when they click the button.
A classic example would be the CTA button at the bottom of a form fill. Here, you probably want a prospect to submit a form so that you can capture them as a lead. You have prepared a page with details on what they receive when they fill out the form, what benefits it will provide them with, you optimise the form to make it simple and easy to complete, then add the button at the end to “Submit Form”.
But if we apply the principle from CXL: Value + Relevance = Conversion - the problem with having “Submit Form” as your CTA is that nobody wants to submit a form. It tells the prospect what to do, NOT what they are going to get. It is missing that major step of reinforcing the VALUE they are going to receive by completing this action.
In the video we also look at and breakdown a live example. Improving your call to action button copy can often provide significant increases in conversions, so it's well worth your time to test.
---
If you have any questions about this topic or would like to discuss your digital marketing strategy in more detail, please feel free to reach out to us at any time:
Email: [email protected]
Website: https://reefdigital.com.au/
To stay up to date with the latest in the industry, follow us on LinkedIn:
https://bit.ly/Reef-LinkedIn