Nobody wants to see a salesy website.
Even when you’re determined to buy something on a website, you still want to be treated as a human that you are.
If it’s too overwhelming, and the visitor is feeling pushed violently into an action, the bounce rates will most definitely go up. No matter how innovative your website design is or how well the interactions are designed, your strategy must not rely on being pushy.
So – what’s the CTA creation strategy that will target that sweet spot of users feeling comfy and you getting your conversions? Read away.
The Pop-Up Scourge
Everyone is familiar with pop-ups.
They come out of nowhere when you haven’t even clicked on anything, and they are downright annoying.
Even worse, they’re nigh-impossible to close, unless you’re a ninja with the keyboard and the mouse. This is frustrating for anybody and is something that can keep clients from returning to your site.
In a recent survey, more than 86% of respondents said they were not inclined to appreciate pop-ups, while just over 13% could care less. Just .4 percent of respondents actually said they liked pop-ups.
That’s a small enough number to make one wonder whether or not certain respondents tampered with the results! But the point is clear.
If you’re using pop-ups to increase CTA clicks on your page, you should be advised that this could have a negative impact on your brand. A brand is a set of memories, expectations, stories, and relationships.
Clients who come away from your site with a bunch of memories and stories about dashed expectations from bad pop-up relationships likely won’t be trying to re-create the experience anytime soon.
However, this doesn’t mean you should necessarily abandon pop-ups entirely. Though the majority of users on the internet despise this new advertisement convention, pop-ups persist because they have the ability to increase action by driving traffic.
CTAs Are Better
Here’s the thing: A CTA, or Call To Action, can be just as effective as the conventional pop-up, and doesn’t require you to irritate clientele.
If you’re unfamiliar with CTAs, they’re basically a prompt for those perusing your site to click on.
As an example, imagine you regularly post information that is actionable on a blog. At the bottom, you might have a “subscribe to this blog” button which readers can click on so they automatically get updates as you write them.
CTAs can also be used to prompt site visitors to make a purchase or even download an application.
If you’ve got free applications that provide some service while simultaneously marketing your business, then you’ve got an organic situation continuously placing your data in front of potential and existing clients. A CTA offering some gas station app, or weather app, or traffic app can be invaluable.
When it comes to software pertaining to your company, you may have CTAs which lead potential clients to free demos. The key in all these things is: free.
Granted, you can use CTAs to secure a sale, and that’s not a bad idea at all. But for marketing purposes, you’re looking to secure leads first and sales second.
If you can make a sale, make it; but the idea behind pop-ups and CTAs has more to do with getting clients interested and excited about what you’ve got to offer.
There should be CTAs which lead to sales, but if you put those throughout the landing pages of your various websites, you could turn customers off. Nobody likes being told to buy, buy, buy.
See, a CTA is less invasive than a pop-up, but they can also result in a bounce if they are too pervasive.
Ideally, you want something strong enough to induce clicks, conversions, and converts pertaining to your business.
There are a number of ways to optimize CTAs, and several popular methods include using colors which naturally catch the eye, putting CTAs on the upper portion of your landing pages (above the fold, as it is called), and constructing CTAs to be centered around action.
An example would be: “CLICK HERE!”
This tells those reading to do something—to take an action.
However, it isn’t a compelling thing to do unless you’ve already built up anticipatory excitement with the content on your page.
One thing that’s important to do above almost everything else is to maintain simplicity.
Nobody wants to beat around the bush to get the information they want. If you want clients to download something, make a CTA link that says, in friendly green, pink, or orange letters, “download”. (You can use other colors, but those are examples of eye-catching hues.)
You want the content on your page to sort of point the reader’s eyes toward the CTAs, but you don’t want this to be done with too many “busy” visuals. Everything should be functional, relevant, and useful.
Content that is thought-provoking and useful will generate reader interest, prompting them to click on your Call To Action. If you construct your CTAs with this kind of thinking in mind, you’re bound to see increases in clicks and traffic without having to rely on annoying pop-ups.