Every website should have a call-to-action, your WordPress site is in no exception. However, having a call-to-action doesn’t mean your users will be willing to complete the response? It depends on how creative and effective the button is developed.
What Is A Call-To-Action?
You’ve built a fantastic WordPress website, you’ve uploaded and published a compelling content or product. Next, you are might looking to get visitors to your site from every corner on the web. But, if you’re a professional, experienced marketer, you are probably asking yourself whether you’re able to convert as many visitors as possible into customers.
That’s the greatest significance of placing a call-to-action on your website.
A call-to-action (CTA) is designed with encouraging the reader to act in mind and usually appears in an email or on a website. Call-to-action comes in various forms, including images, text links and buttons.
From the prospective of a marketer, the main goal of a call-to-action is collecting visitors’ personal information. To convince the visitors that it’s worth their contact information, you should give a more sound reason or motivation in exchange, for instance, offering a special coupon.
What’s In Your Call-To-Action?
The call-to-action is an important ingredient to any effective marketing campaign. It entices your site visitors to take a specific action as you want them to. So, in order to make your call-to-action as attractive as possible, you should invest much creative and persuasive effort into it.
As some experts advice, there are two things necessary to ensure your calls-to-action work well. Firstly, the call-to-action should be placed correctly so that visitors can spot them without any effort. Secondly, the text on the call-to-action must be very clear and compelling so that visitors can instantly know what to do.
In a nutshell, when creating a call-to-action, you must consider three things:
- Copy or Text
Best Call-to-Action Practices for Your WordPress Website
Given the importance of having a top-notch call-to-action, here are some practices for your consideration, which have proved to be effective.
Make the Call-To-Action Highly Visible
If your call-to-action is noticeable from the surrounding content, it would be ignored completely. So, in order to create your call-to-action noticeable, you need to consider adding recognizable elements like “prices” or “log in” and using contrasting colors and unusual shapes. Also, the significant surrounding white space is necessary to offer a clear definition to your call-to-action.
Pay Attention to the Location
Even though you have an appealing call-to-action design, if it is not in the right place at the right time, it might still not be noticed.
Depends on the complexity of the offer, the optimal placement of a call-to-action varies. In the case of a very long landing page, a call-to-action appears below the fold at the bottom outperforms the one at the top of the page above the fold. However, if the offer is very simple, positioning the call-the-action above the fold generally works best.
Use Action-Packed Text
Make sure you call-to-action begins with a motivational verb to encourage visitors to act. Download, Reserve, Try, Get, Join and Start are the most typical examples. At the same time, you can attach words express a sense of urgency to motivate visitors to take specific action, such as Limited-time, Today and Now.
Keep it Brief
Usually, a simple statement with 2 to 5 words is enough. If a call-to-action includes more than 10 words, it feels a little bit verbose.
Be Brief and Benefit-Oriented
You call-to-action must have an obvious trust. Your visitors should know what will happen when they click the button and which perfectly matches their anticipation. Click Here and Contact Us are generic, old-fashioned calls-to-action. Also, a call-to-action button with the word “next” on it is worthless nowadays. Instead of pushing the visitors toward some murky abyss where they’re about to convert with no clue, tell them what comes next—in other words, use a more benefit-centric example, like “Download the e-book now!” or “Start your free trial”.
Keep Your Message Consistent
Consistency is important when it comes to call-to-action copy. It means, you call-to-action should be highly relevant to the content so as to make it absolutely clear to your visitors what they should do and why they should.
For example, if you call-to-action is placed at the end of an article with the title of “top 10 WordPress plugins to boost your SEO rank” and you want visitors to download a premium guide about SEO on WordPress. Instead of simply saying “Download Our Free Guide”, add something more descriptive and reminiscent of the content to the button works better, like “Boost your WP SEO with this free guide now”.
Present the Call-To-Action As Two Options
People are willing to move forward with your call-to-action when they are given the choice. On the other hand, if you’re smart enough to provide a message with the second choice which strongly supports selecting the first choice, you’ll be surprised about the results. Assume that you’re promoting your e-book, you can offer two call-to-action buttons like “Yes, I want the e-book” and “No, I don’t need free tips”. As well, this practice should follow the simple rule.
Always Be Testing
Like we have mentioned earlier, there are so many factors that can affect the performance of your call-to-action, such as the placement, copy, and color, how do you know exactly which combination delivers the highest conversion rate? Test it.
Fortunately, as with the increasing awareness of conversion rate optimization, many marketing software start offering testing service. HubSpot and Optimizely are both outstanding testing service providers in the industry.
There is no perfect combination of elements. But you can create a call-to-action that perfectly suits a specific purpose, if you understand what is really about call-to-action, the importance of a call-to-action, what it is for, and use proper content and via the right path. The performance of a call-to-action is also very easy to know, using a testing service and see if your conversion rate has gone up. There is nothing to complaint if it was having its desired effect. Just tinker it, review it, and repeat until you find a formula that works best for you.