May Marketing Madness Conversion Week, Post #2
Ideal call to action designs clearly guide customers towards the desired conversion(s) of your business, be it a contact us form, a download, product info, or the macro conversion checkout button. Here are a few factors you should note that can determine their success amongst your visitors.
Placement: Strategic placement of your call to actions is important. If you are positioning them in areas of the page where visitors are not looking nor engaging their mouse, you need to reevaluate your page layout. By using heat maps, you can instantly see what sections of the page are popularly frequented and generate the most response from users.
Look & Feel: Believe it or not, the style, font, and color of the writing and button itself can have a HUGE effect on visitorsâ€™ motivation to click on your call to actions. Bold writing and bordering give call to action buttons a prominent presence on the page. Also, if visitors need to scroll below the fold to reach a call to action, it might be worth your while to include one above the fold as well.
Audience: Pay considerable attention to how different visitor profiles respond to your call to actions. Do foreign language speaking visitors engage differently than English speaking visitors? Does your messaging entice or confuse your visitors? Do you host a young or older audience? You may want to make your call to actions bigger or more obvious.
This post is one out of ClickTaleâ€™s month long May Marketing Madness series. Each of our daily posts will highlight and explain todayâ€™s best practices, useful tips and smart tools to measure and improve your online business performance. This week’s theme is conversion. Make sure to stay tuned in for more!
About the Author
Tarryn Shapshak is the Junior Product Manager and head of website design & maintenance at ClickTale. Her primary focus is on UX, first making sure visitors to clicktale.com have all the information they are looking for and second, developing amazing products in order to cater to all customer needs. Tarryn has a BA (HONS) in Information Management and International Business.