The CTA box is the button that prompts your customer to make decisions on your website. The controversy and nuance these buttons inspire is so complicated, that there’s an annual conference dedicated to call-to-action buttons! Before we dig deeper, the CTA (or Call To Action) button alerts website users that there is an action they can take to get a desired result.
Aside from being a hot marketing topic, it’s psychologically driven as well. Let’s view some comparisons to see how color effects the “clickability” factor and the decision-making process.
If you’re designing your own A/B testing for CTAs, here are some variations you can test:
Different Color CTA (Call to Action) Buttons
In this example, the green button out-performed the orange by 86%.
In this second example, the calming pink got a 68% higher click rate.
This third test resulted in a click increase of 132%.
Test Different CTA (Call to Action) Button Text
Color shouldn’t be the only variable that you test on your buttons. The text or content inside your box can have an effect on click rate as well. While you want to drive people to click with actionable terms, you also want to convey a high level of service or satisfaction in exchange for their click. Instead of saying “Ask,” “Click,” or “Call,” you can try “Welcome,” “Let us help,” or “Contact.”
By deleting the phrase “Click Here,” this particular button increased conversions by 54%.
The above example shows an AB test comparing button text, even though the top copy remains the same. By testing, “Yes, send me the Coyle Report,” with “Click here to Start Now,” can you guess the increased response rate? Of course, the first example had a 199% higher response rate, because it is descriptive and not vague.
As you build your website, remember that you are the one who can choose colors, text, and other options. You know the value of the service that you’re providing and you have information on your target market and their preferences.
Important advice: Treat the visitors of your website as if they are inside your house and do not expect they will go to the kitchen and drink coffee; you should serve it to them. In addition, if there is no interest or invitation from you, visitors will not come back again.
The entire content of your website, but especially your calls-to-action give your users psychological feelings about you and what you are offering them. When they feel that a CTA will reach you directly, welcome them, solve their problem immediately, or any other objective, you’re more likely to get clicks. Ultimately, creating the perfect CTA is a simple service that shows visitors you care about their attention.
Finally, sit with your team and review the pages on your site.
Discuss ways to adjust. Add a box that attracts customers and
interacts with them, and conveys the service you can provide.