Why We Click: The Simple Psychology Behind Calls to Action
Nowadays, most marketers have a few important goals in mind. Some of them might be even reaching for the stars with them, but who are we to judge them? After all, all they want is to engage their audience and make their potential customers, who just might be part of that audience, do something.
The whole point of creating actionable requests is simple – each click of the mouse and each tap on the phone could lead to a conversion of a potential customer into a real one. But, why is that? Why do call-to-action buttons have such an effect on us? Why do we want, and sometimes even feel an urge to click them?
There must be something in these buttons – something that casts a spell on us and makes us move our mouse right over them and click them. And, you know what? The smartest marketers out there already know this, and they are using this knowledge to their advantage. They have been using brain science for years now so as to create campaigns that will not only draw attention but also yield results.
But, we are not here to talk about the history or the origin of the CTA buttons. What we’re actually going to do is show you how you can use them to acquire more conversions and high click rates. So, let’s not wait any longer – here are the four most important things you should know about CTA buttons.
A Good CTA Button Attracts Potential Customers With Its Color
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Now, you might not have realized this, but colors can actually affect the way we shop – and the things we click on. In fact, 85% of people would buy products just because they like the color! We’ve all been there, and we’ve all seen this magic – so why not embrace that and pick a CTA button that has a color our potential customers just have to click on?
Picking such a color is not that difficult, but it’s best to have a few pointers. Therefore, before you pick any random color, think about your product. Think about the overall design and choose a shade that will enhance it and help it stand out.
Furthermore, consider colors that inspire certain feelings. Yellow makes us happy, while red makes us a bit anxious (or at least that’s how most people feel). Either way, the point is to draw the audience in with the color so that you can get a higher conversion rate.
Now, we will talk about orange. Why orange, you may ask? Well, it’s simple, really. Orange inspires immediacy, and if we’ve learned anything by now, it’s that immediacy is the key to conversions. So, if you pick orange, there is a good chance people will start clicking. However, bear in mind that orange is not a great color to use for luxury products, as it is associated with cheapness.
Another idea is to use the color green. As we all know, green stands for “go”, which is a great message if you want to get more clicks. Moreover, it is one of the easiest colors to look at – literally. Green has a great effect on our mind, and it can help us relax. What’s more, it inspires growth, which is exactly what you want your potential customers to feel.
A Great CTA Button Features Inspiring Words
Using a great color is one thing, but if you don’t add inspiring words to it, the CTA button won’t do anything for you. Therefore, try to think of words and sentences that will inspire action.
Imagine the following scenario: you are a gym instructor, and you have to inspire people to work out. So, you won’t be using passive constructions or “try” or “maybe”. You will be using actionable words – words that drive the energy through the roof and help people feel active and healthy.
It’s the same with your copy. Instead of using ambiguous phrases, use clear sentences that convey the right message. Say things like “start my trial” or “get me that e-book”. In fact, if you use the first-person point of view as the preferred voice, you’ll actually yield incredible results. A study has shown that people react better to this sort of language, which leads to a 90% better conversion rate. Furthermore, if you want to create urgency, don’t forget to add a very popular marketing tool – the word “now”. That will surely inspire your audience to click as fast as possible.
The Best CTA Button Is The Right Shape And The Right Size
Just like those big elevator buttons, your CTA button should be clickable, easily tapped and in a desirable shape. Now, what does that mean actually? It means that you should avoid pointy buttons – for example, the rectangular ones. Although these are quite popular, you really ought to use rounded corners. Otherwise, your audience will not want to click them.
Furthermore, round shapes are always a good option, and it’s best if they are big enough to fit a mobile phone screen. Just make sure that they are not too big, as that might annoy some potential customers. After all, you still have to consider the design, and the overall appearance has to be superb.
To sum up, make sure the button is rounded (or at least with rounded corners), tested (you have to see if it works), big, and above all else – tappable.
Great Placement + A Well-Designed CTA Button = SUCCESS
Finally, you need to make sure your CTA button(s) stand out. After all, if people are not able to see them at just one glance, they most certainly won’t click them. Therefore, try to figure out a way to make them prominent.
You can always surround the CTA button with some white space, as that will make the colors and the text stand out. But, remember – don’t go overboard with white space. Otherwise, the overall design will look subpar and not at all attractive.
Furthermore, you should consider placing the button above the fold. Why? Well, consider the fact that people usually spend about 80% of the time there. So, wouldn’t it be better to have the button right there so that they can easily click it?
In order to use CTA buttons effectively, you have to know who your audience is and what they like. So, before you dive right in, do some A/B tests, as these are well known for their power of conversion. In fact, by using these tests, you can actually improve your conversion rates by 49%.
Therefore, see which colors work, which shapes are attracting the most attention and which placements are the best. Only then will you be able to find the right combination that will yield the right results.
Bio: Richard Larson is Brand Manager for GoPromotional.co.uk. He enjoys sharing marketing and business tips both online and offline.