Make an Offer they Can’t Refuse: 5 Tactics for Stronger Calls to Action
If it’s easier to push a camel through the eye of a needle than it is to get your readers to complete one simple call to action, then maybe you need to change things up a bit. Here are five tactics you can use to make your calls to action stronger.
Your links: A few years ago I read a report that said the folks at Chrome saw an 80 percent increase on clicks when they used Blue #0044CC for their anchor text links. According to that study, blue was the top performing color because readers expect links to be blue, and #0044CC was the best-converting shade of blue. Personally, I’ve always had better results with blue links, regardless of the shade.
Your buttons: If you’ve never heard of the Belcher Button you should Google it. Perry Belcher created the Belcher Button and there’s scads of research all over the Web that shows this button is the best converting button you can ever use. Yes, I’ve used it successfully myself. As to the color, it’s a gradient blend of yellow, gold and orange and, according to Belcher it works because these colors put the buyer in a sunny, light-hearted mood.
As a side note on color: Never use link colors, banner colors or button colors that “blend in” with your blog’s color scheme. These are important elements on your page and you want them to stand out. If they don’t, if your visitor thinks you’re trying to trick him into clicking, then you just lost your credibility… and the sale.
Yes, size matters. Again, you want the reader to know that this is an important element on the page and that you’re not trying to sneak something by him.
Generally, the best converting positions are anywhere above the fold, at the top of the post, and at the bottom of the post. Anchor text links work well when they’re placed in the first and last paragraphs.
Whether you’re using a button, banner or text, it’s important to make your call to action crystal clear. Tell your reader exactly what you want him to do. Don’t use words like “if” or “when you have time” because as soon as he leaves your page he’s going to forget about it. Tell him to “Click here now” or “Subscribe to my free newsletter now.”
You’ll have much better results if you tell the reader how he’ll benefit when he takes action. “Subscribe to my free newsletter now” is even better if you add, “… and you’ll get 5 free tips delivered directly to your inbox every week that will immediately increase your blogging income!”
The key thing to remember with calls to action is this: If whatever you’re doing isn’t working, you can change it. And then you can change it again to make it work even better. Use A/B split testing to tweak your calls and keep increasing your conversion.