A call to action is a crucial part of any campaign that aims to gain the attention and engagement of customers. They are a key part of eCommerce that usually appear in the form of a button and require interaction in order to be effective. They most commonly require customer interaction in the form of clicking on the button which has the required action written on it in bold clear text. These buttons are made to stand out from the rest of a pages content with a clear purpose for the customer so are not usually in keeping with the rest of a pages design. Using bright colours and bold text to grab the attention of anyone who might come across it, the information on the button is what entices the engagement from the customer. Users will then click through and end up on whatever desired landing page a company chooses to put in, but it must be suitable to match the action on the button otherwise it may be seen as misleading.
Although it may seem as if a simple link could also serve this purpose, call to action buttons do have their own specific benefits that a text link cannot provide. Their main benefit is how good they are at evoking a response from people browsing online in comparison to a standard text link would be. They are also more specific in what they want a user to do, explaining only the desired action and letting the landing page behind it provide the content they promise. Utilising these buttons effectively can be incredibly helpful in increasing conversion rates, as their click through rates are likely to be a much higher than other forms of link. They are also incredibly versatile as they can be used in a large variety of places and for an even larger variety of content types. A few good examples would be their common use on website pages, within blogs, on banner advertisements and on emails such as customer newsletters. Each form of content has its own purpose for influencing customer behaviour and can be purposed for different things. Check out the below list of call to action button examples and introduce them into your campaigns today.
Call to action buttons are incredibly useful when it comes to offering any kind of free content, whether it be permanent or temporary. Use of these buttons for this purpose is a relevant technique for those who offer a paid service that runs for a designated period of time and offer a introductory free month or so of usage. Offering free content alone is not always enough, it pays to bear in mind that this kind of offer is aimed at those who are not too sure about using your service as they are new the your company. Allowing them to use your product for a free trial is a great way to bring in new customers but if they do not notice the offer then it will not be utilised. Instead alongside information have a call to action button using phrasing along the lines of ‘Free trial’ or ‘Start your free trial’ that will not only get your message noticed by those looking through your website but also get them more interested in partaking in your product. The great part about this is that only people with genuine interest will click through your call to action and end up on your landing page, making bounce rates incredibly lower than if every person looking at your software ended up on that page straight away. This is because people that have become disinterested will not be enticed by a free trial as they would have already decided your product isn’t for them.
A read more call to action is best used where a long piece of text is concerned. As it can be used to effectively advertise a piece of content or a blog page somewhere else. Adding this kind of button after a snippet of text from your landing page will not only gain the interest of readers who like the subject of your text, but it will also keep your website or emails tidy as you will not have to place the whole piece of text onto the page with the call to action. The importance of adding the button below the snippet of text you are using is important to ensure your audience have read the text beforehand and have gained some interest in the piece before clicking through to the full page of content. Using words such as ‘Read more’ or ‘Continue reading’ will let the reader know that there is more content for them to see somewhere else and keep them engaged enough to click through. Again the benefit of this is that only people who were interested in the snippet of text will respond to the call to action and click through to the relevant page to continue reading. This also means a lower bounce rate for the page your full content is on, as the interest has already been generated before clicking onto the page.
Find out more
This is a great call to action to use if you offer a service with a lot of features that you can’t fit into one page. Offering a learn more option with a landing page full of more information is a great way to capture the interest of those who are seriously looking at your product and want to know more about it. This is most likely to be useable when you have a service that has a lot to offer, such as a programme, piece of software or plugin. Using a small piece of information with a ‘Find out more’ call to action button is the best way to show the basic but main points of the service on a page, with the rest of the information on a well designed and crafted landing page behind it. This call to action does what all the others will in the sense that it targets those who are showing interest and turns away those who aren’t truly interested. Meaning that bounce rates on your products page will also be lower. Although the introductory content above the ‘Find out more’ button needs to be creative and captivating, the information behind it on the landing page needs to be just as good if not better. This is because by clicking through customers expect to gain something from you and if the page they land on is disappointing or boring they are more likely to click away again due to disinterest. Using this call to action is a great way of not cluttering up your advertising for products, by utilising the free space of a new page for the more in depth information. It can also increase conversions as the main points will be the first thing your audience sees, rather than a wall of intimidating text or information.
Whether this button is used to link pieces of content or product pages, it can be great for a businesses engagement rates and sales figures. When it comes to content, this button can be used to link similar pieces of things such as blog posts. The content of the button is not as simple as others, as it may have to be more specialised than simply saying ‘Related content’ instead try more specific phrases that link the content they are reading to the next piece of content you are trying to show them. The benefit of using this call to action in this way is that it keeps people on your website for longer and gets them engaging with more of your content. When reading a blog post they may not have thought of searching for more, however when the option to read a new post is so clearly presented to them they should me more likely to read it. This button can also be used to gather more interest in products and potentially increase sales as well as blog views. To do this the button can be displayed above a carousel of similar or related products to what a customer has already viewed upon your website. This requires some configuration on your end, but is worth it if you influence them to add an extra item to their cart before checking out. These buttons work best below content, whether it be for text or products, showing them at the bottom is always the best way to go. Otherwise you will be trying to show them new content before they have even had a chance to look at what they came for.