You’ve done the hard graft, you’ve created the freebie, constructed the landing page, or crafted an epic sales page. All you need to do now is plonk on a call-to-action button and you’re ready to roll.
But as tempting as it is to add simply ‘buy’ or ‘join’ or some other one-word imperative, now is not the time to get lackadaisical. Don’t fall at this final hurdle. Give your call-to-action button some careful consideration.
Make it action focussed and energetic, not formal and boring.
The text on the button needs to communicate that on the other side of that button, just one click away, is something that is both valuable and relevant to the reader.
The big businesses spend big bucks split testing and researching the best call-to-action copy and button designs for their websites. I’ve learned from the best and condensed it into a step-by-step guide to writing a call-to-action button that converts.
Leading By Example
To show you how it’s done, I’ll use an example.
In this example I want to give away a free smoothie recipe e-book in exchange for the reader’s email address.
A typical call-to-action button would say something like:
Download free ebook
Or even just ‘Download’
Step One: Convey Value And Relevance
Answer these two questions.
What does your prospect want
What are you going to give them
And hopefully, there’s a big overlap between the answers for both questions.
1 - They want to be able to make healthy smoothies that taste good.
2 - They will actually get an e-book of 5 smoothie recipes I haven’t published on my blog before.
The call-to-action: Download your free smoothies ebook.
Step Two: Add Energy
Can you make it more action-packed and energetic? Change the language so an energetic imperative leads.
Get Information not Order Information
Grab My Space not Reserve My Spot
The example call-to-action becomes: Get your free smoothies e-book
‘Get’ works better because at 5 words, this copy is already at the upper limit for length, so exchanging a long word like ‘download’ for an energetic, shorter word like ‘get’ is a smart move.
Step Three: Make The Reader The Focus
Make the button copy first person centered if you can. Simply changing the word ‘your’ to ‘my’ can have a considerable positive effect on your button’s conversion performance. - http://unbounce.com/a-b-testing/failed-ab-test-results/
The example call-to-action becomes: Get my free smoothies e-book
Download My Free Copy not Download Your Free Copy
Graphics Tips For Your Button
I’m no graphics-guru, but I’ve picked up a few tips to help you design a button that works as hard as the text you’ve just written.
1- Use a colour that contrasts with the rest of your website.
2 - But choose that colour carefully - different colours have different effects on the reader. Use this infographic from Kissmetrics to find out more.
3 - Use simple legible text, that is large enough to read on desktop and mobile
4 - Rounded edges to buttons tend to perform better than squared edges (which look a bit Windows ‘98)
5 - Keep the text to under 5 words.
6 - Make your button an island - with plenty of space around it, so it’s easy to identify as a stand-alone-button.
OK, that’s all my call-to-action smarts burnt out for the day.
If your shiney new button is going on a sales page, check out my Not So Secret Sales Page Template here.
I've super-helpfully smooshed all my Worditude goodies into one place, so you can see all the free resources available at a glance. Go get 'em here.