Conversion Guru - Online Secrets to Success

Friday, May 19, 2006

Buttons and Other Calls To Action

Creating a Call to Action on your site and making the Call to Action prominent is one of the most important things you can do for your site. One of my favorite methods for making the Call to Acton prominent is to create a “Big-Ass” button on the page, and as far as I’m concerned, the bigger, the better. One thing to keep in mind is that a BAB (big-ass button) is much more likely to get a user to click on it, however, it may work so well that the user may click on it almost too quickly. This may not be a bad thing, but if you take them to a form right away, it may not have been a totally conscious decision to get there. They may actually need a little more persuasion or information before they complete the action. If you made a really kick-ass button, they may have simply clicked on the button because it looked so tempting. We have performed some Split Testing on pages where one page with a big button had a much higher Click Thru Rate, but didn’t result in as many completed transactions compared to a smaller button with a lower Click Thru Rate. You could help convert the visitor that clicks thru quickly without being fully persuaded by including enough information on the form page so the visitor can get the information they need to make the decision to complete the action. But be careful, you don’t want to add too much information where it could take away from allowing the visitors that are ready to fill out the form to get it filled out as quickly and easily as possible (and don't include a "Reset Button").

Button Creation Tip: Be sure to make your buttons 3–D and make it look like a real button you could reach out and push. This can be done in Photoshop by using the layer blending or effects features such as drop shadows or embossing. And don’t try too hard to get it to “fit in” with the rest of the page. If it fits in too well, it may not be easy to see. And please, please don’t make it little. There are few things I despise more than small “Call To Action” buttons.

In addition to buttons, it is good to have different forms of your call to action. For example, make sure you have a text link within your content that goes to your form page. And this link should be some type of “action” text. Don’t use “click here”. Instead use something like “Start Now”. It is also a good idea to have a text link at the end of some persuading content.

There are a variety of reasons why you want to vary your types of calls to action. The first is simply because the more variations you have, the better the chance of someone seeing your calls to action, because no one is going to read every word and look at every image on your page. Secondly, if you have an option in different parts of the page, it is more likely the call to action will be close by when the visitor is ready to take the action. Lastly, some people just have preferences (even if they are unconscious preferences). Some people are more likely to click a button, whereas others may be more likely to click a text link. There are people that tend to ignore images because they associate them with ads, even if the button looks nothing like an ad.

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