Ways to Improve Your Calls to Action

There are two key elements to marketing. The first is to drive traffic to your website and the second is to get the traffic to convert into customers. You can have a million visitors going to your website, but if you can’t convert them, what’s the point? One of the easiest ways you can boost your conversion rates is by optimizing your call to actions (CTAs).

Words Matter

What’s in it for me? This is the question your visitors are asking themselves.  If you want to improve your call to action, then you need to address this question on your landing pages and you can do so by doing the following

  • Create a short introductory paragraph (50 words or less) that describes why your product or service is a necessity or so fantastic
  • Tell your visitors why you should be the product or service of choice as opposed to the competition (example: price comparison)
  • Use upbeat positive language and be personable – speak on a person to person level

You want to also think about what’s in it for your visitors when creating your button copy which will convert better if readers are more motivated to take action after reading the information on your landing page. To figure out the best text to put on your buttons, think about the following:

  • What is the website visitor’s motivation for clicking the button
  • What is the user going to get when clicking the button

Answering these questions will help in determining the biggest benefit your website visitors will receive and will be the basis for your button copy, allowing you to create button text that is highly related to what you are offering. Call to actions that are related to your product or service tend to convert better than generic call to actions.

Color Matters

Different colors have different meanings, for example green suggests growth and success or using red can sometimes create a sense of urgency. The use of colors can play a huge role in your conversion success so make sure to do some split testing to figure out which colors work best. You’ll want to make sure that your call to action stands out and that there’s a strong contrast between your button color and your page background.

For a more in depth look at how both button design, color and copy ran influence your conversion, check out this article on designing call to action buttons that convert.


Just like with any business, location is an important factor that can impact success. You’ll want to test different locations such as above the fold, below the fold, the side bar and any other sensible location. You shouldn’t assume that placing your CTA as the first thing your visitor sees w ill automatically boost conversions which is why you need to test.

Reduce Choices

When it comes to landing pages, offering more choice is not necessarily a good thing. Barry Schwartz, author of Paradox of Choice, reveals that people who are confronted with too many choices are unable to make a decision.  In discussing the phenomenon (Paradox of Choice (TEDTalk – 20 minutes) from which the book is titled, Schwartz shows that reducing the amount of choices can actually help in selling more. Optimize your landing page by accounting for the paradox of choice and simplifying your offering can actually help with increasing conversions.

  • If possible, look at creating a unique landing pages per product
  • Simplify your offer and focus on its core benefits
  • In most cases, you should seek creating only 1 CTA on any given page. When you need to have more than 1 offer per page, push customers toward a decision by informing them which offer better suits their needs based on their experience, budget or other relevant attributes
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