Selecting a call to action buttons requires considering your target audience as well as your link objective. What will users be required to do after clicking on the button? Who are the users? Page followers? Qualified leads?
There are many different call to actions buttons you can chose from, so understanding how users react to each is the first step.
SHOP NOW: The most aggressive call to action button. Users understand you will be asking for money. This button is best used on campaigns targeted at users who abandoned an online shopping process. We see the highest CTR on these high quality leads who have already spent some time browsing products and were already in the last step of the shopping process.
SIGN UP: This call to action button is great for generating leads that could turn into sales, however people have become more reluctant to give their personal data knowing that it will probably mean receiving emails and promotional info. The best way to use this button is to explain clearly what the subscription entails. “Subscribe to my newsleter” or “Receive weekly news and updates” make users feel more relaxed as they understand what they are subscribing to.
DOWNLOAD: Users are weary of the download now button as most times they need to perform additional tasks like providing contact details or subscribing to a list, etc.. As users start thinking too much, they will disengage from your content. If downloading requires a subscription to a newsletter, its better to upfront about it and have a lower CTR because you will know that those users who convert are more interested in your brand.
BOOK NOW: When users see book now, they usually think about how much time they have to make a decision and how much they will need to pay for the booking. In order to relax the users mind, it is as important to mention the price as it is to mention the date and the time of the event. Mentioning that the event is FREE with more than triple the CTR.
LEARN MORE: This button can be used in almost any scenario and is very effective because it activates curiosity. But again, its ambiguity could be negative as some users will not click if there is not a clear purpose to their actions. For example, if you are trying to sell a product, you could decide to use the Learn More button instead of Show Now and have a landing page that clearly contains additional information to help users with their buying decisions.
Including a call to action button is a great way to increase CTR, however it is very important to chose the best for each process. Contact us today to find out which button is best for you!