May 10, 2023

How To Optimize Your Call To Action For Your Landing Page 

Want to improve your landing page's conversion rate? Start by optimizing your call to action (CTA). This guide will show you how.
How To Optimize Your Call To Action For Your Landing Page 
How To Optimize Your Call To Action For Your Landing Page 

A landing page aims to convert visitors into leads by offering something valuable in exchange for their personal information. They are designed with a campaign goal. This goal could be to generate leads or increase awareness. 

But what could be wrong if you have a beautiful landing page with tons of traffic but no conversions? 

landing page 3d

One of the reasons some landing pages don't convert is the Call to Action (CTA). Without a clear call to action, visitors may be confused, leading to missed sales opportunities. 

In this article, we're going to look at exactly what a Call to Action is and how to optimize your Call to Action on your landing page to improve conversion rates.  

What is a CTA (Call To Action)?

A Call to Action or CTA is a phrase that tells visitors the next action to take. While the body of your landing page takes all the time to highlight your unique value proposition, your CTA is an action-oriented button that tells visitors exactly what to do next. 

In only a few short words, a CTA should show visitors what they should expect once they click on the button. 

For example, if you want more sign-ups for a gym class, a clear CTA like “Sign-up for gym class” tells visitors that by clicking on the CTA button, they can sign up for the gym class.

Why is a Call to Action important for your landing page? 

Have you ever scrolled through a landing page, excited about all the juicy benefits only to be confused about the next step? Well, this is why a Call to Action is important. It tells you exactly what the next action should be. 

A landing page without a Call to Action will leave your prospects floating around with nowhere to go. A Call to Action provides a clear direction on how to convert. A CTA typically comes in the form of an attractive button that draws the visitor's attention to convert by clicking it.

How to optimize your Call to Action for your landing page

Your Call to Action will vary depending on what your marketing objectives are. However, no matter the objective, here are general guidelines to help you optimize your call to action for your landing page: 

  1. Make your CTA visually appealing 
  2. Write a compelling copy
  3. Emphasize the benefits of your offer 
  4. Make your audience curious
  5. Create a sense of urgency 
  6. Personalize your CTA 
  7. Place your CTAs above the fold strategically 
  8. Match your landing page and CTA intent
  9. Use only one CTA
  10. Test and refine your CTA 

Make your CTA visually appealing 

A CTA is designed to guide your website visitor to take the next action. You want to ensure your Call to Action is visually appealing. 

Just like a visible stop sign, you want your visitors to notice your Call to Action button. Consider the shape of the CTA button. You can opt for oval, rectangular, or any other shape. 

Pay attention to the color and ensure it matches your overall landing page. Use contrasting colors to make the button pop out so your visitors know exactly where to click to convert. 

Overall, a visually appealing CTA has a better chance of engaging and converting potential customers. 

Write a compelling copy

The copy on your Call to Action button is the most important part of your CTA. Ensure your copy is easy to understand and free of any ambiguous words. 

Your copy should be concise but also explain properly what action visitors should take. Use action-oriented words as they are likely to compel action from visitors. Appeal to them by using copy that provokes positive emotions. 

It should also be focused on the benefit of the offer. For example, if you are offering a free ebook, you can use “Get Free eBook Now”. 

Emphasize the benefits of your offer 

When visitors go through an ad or a landing page, the one thing they are looking out for is “What's in it for me?”

Consumers want to know why they should invest in a particular product or service. A great CTA should explain the benefits of taking the desired action. 

For example, a simple CTA like “Get Your Free PDF” easily emphasizes the benefit of clicking on the CTA. 

Make your audience curious

The goal of any landing page is to capture leads. Your Call to Action should be visually appealing and written in a way that sparks curiosity in your visitors. 

These feelings of curiosity and anticipation can push visitors to learn more about your offer and then convert. 

Create a sense of urgency 

Don't forget that visitors will only be on your page for a few seconds or minutes. You want to infuse some urgency to encourage them to take the desired action. For example, if you're offering a discount, you can include a “limited-time offer” caption just below the CTA to create a sense of urgency and encourage customers to click on the CTA button. 

With a sense of urgency, your visitors will feel compelled to take immediate action in order not to lose out on the offer.  

Personalize your CTA 

When writing your CTA, you want to help landing page visitors envision what they will be getting. To do this, it is important to personalize your Call to Action. By using words like my or me, your visitors can feel more compelled to take action. For example, if you're offering an ebook, you can use a personalized CTA like “Get My eBook”

Place your CTAs above the fold strategically 

Where you place your CTA is an important part of your landing page and marketing strategy. As we know, visitors are going to decide to take the next step within only a few minutes. 

To increase your conversion rate, strategically place your CTA above the fold. This is the upper part of the page your visitors will see without scrolling down. Ensure it is placed where customers can easily see it. 

Match your landing page and CTA intent 

Before choosing a Call to Action, ensure it matches the intent of your landing page. Consider your target audience and the purpose of your landing page. 

It is also important to keep the intent consistent throughout the page. Provide enough information about the offer and wrap up with a Call to Action that generates enough curiosity to compel action. 

Use one CTA

One rule to creating the best CTA is to only use one. Giving your visitors too many options to choose from can leave them confused and lead them to take no action at all.

So, you want to use one clear CTA throughout your landing page.

Instead of stuffing different CTAs to meet multiple objectives, you can create multiple landing pages with different objectives and CTAs. 

Test and refine your CTA 

Some CTAs work better than others. If you are not getting the best results on your landing page, there may be some factors involved. It could be that your CTA button is too small or your copy is simply not compelling enough. 

To find out which works best for you, you can test different CTAs and improve accordingly. 

How to measure the effectiveness of your Call to Action 

measure board

Even after including the perfect CTA on your landing page, how can you know if your Call to Action is truly effective? Here's how to measure the effectiveness of your Call to Action: 

  • Determine your CTA metrics: The first step to measuring CTA effectiveness is to define what metrics you want to measure. This will depend on the goals and objectives of your landing page. Some metrics you may want to consider include Click-through-Rate (CTR), Conversion Rate (CR), Return On Investment (ROI), etc. 
  • Use tools for CTA tracking: After defining your metrics, use tools to track CTA performance. For example, you can use Google Analytics to track CTA clicks and conversions. If you're using email marketing, you can use third-party email marketing services to track metrics like open rate, clicks, and conversions. 
  • Analyze and optimize: Next, you want to analyze the data and use A/B testing to try out different CTA variations. You can try out CTAs with different colors, copy, and placements. You can also segment your audience and find out how they respond to different CTAs. Once you get the final results from your analysis, optimize your CTA to improve performance. This could be using more words that provoke emotions or including a sense of urgency to motivate your visitors to take action fast. 

Inspire action with a clear Call to Action 

A good Call to Action is one of the secrets of great marketing. Without a clear Call to Action, your visitors will be left floating through your landing page. 

Ensure your Call to Action is simple and clear but engaging enough to compel action from visitors. We hope this article can help you effectively optimize your Call to Action and increase conversion rates and sales.  

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