26 Tips for the Ultimate Call-To-Action

To make your life easier, we have created a list of 26 useful tips that will help you improve your banner conversion rate. This stuff is easy, so no excuses. Get started today!

1: There is no best color for your Call-to-Action (CTA). It’s in our nature to notice contrast. A study published by Kissmetrics established that there is no perfect CTA color as there are several factors that you need to take into account such as gender, culture and industry. Here are some guidelines to help you make a choice for your CTA:

  • The CTA needs to be a color – e.g. no black or white
  • The CTA color needs to stand out from the background
  • The CTA color needs to grab your attention

2: Use actionable verbs and value propositions. Word combinations such as “Get my free trail”, & “Claim my discount” combine an action with a value. Actionable verbs are a great incentive for your user to click your button and, give them a sense of self-efficacy, as they know what will happen after they click on your CTA.

3: CTA text has to be valuable and relevant to your customer. In other words, what problems will you solve? Ideally, your CTA should make it very clear what will happen when a user clicks it. Your CTA should communicate what benefit your user will receive or what problem clicking the CTA will solve.

4: Never use “click here” unless; you are using an incentive such as “ Get your free trial” on your banner. It might be worth replacing “click here” with “ Get your free trial” and think of a better incentive for your banner.

5: Be personal: Always use the first person. Use the possessive determiner “my” instead of “your” wherever you can. A test published by ContentVerve was able to achieve an unbelievable 90% increase in the conversion rate of their banner.

6: Make use of urgency. Words like “Now”, “Today” & “Last chance” imply a sense of urgency, which can boost your click through rate (CTR). Limited offers can be great incentives for users to act now, and act fast!

7: We all love free offers. Free offers have high value for your user and imply no or little commitment on their part. A non-obligatory statement reduces anxiety towards your offer and gives customers the confidence to click.

8: If you use images of people, place them so they gaze to your CTA. Humans naturally follow the eye gaze of others. Take advantage of this and draw attention to where you want it. Kissmetrics concludes that images of people, who are looking straight at you, draw attention to the image instead of the CTA.

9: Stay away from implying commitments. Don’t use words that imply commitment such as “purchase”, or “buy”. In addition, stay away from words that carry a negative connotation such as “spam” on your banner. The user will avoid CTA buttons that make them feel uneasy.

10: Users prefer free offers to discounts. If you are offering a 20% on an annual plan, try offering a free month instead. Use tangible quantities such as time and money over % discounts.

11: Make buttons look like buttons. You don’t have to reinvent the wheel. Steer clear of shapes such as triangles, which are not commonly used as buttons. According to UXmovement, familiar button shapes and appearances are the way to go!

12: Bigger is not always better. Don’t oversize your CTA button. Keep it in proportion to other elements of your banner. Huge CTA buttons look cheap and will probably make a user feel uneasy. ContentVerv discovered that oversizing your CTA’s would decrease conversions.

13: Make use of visual cues to guide attention. Visual cues such as arrows can help draw extra attention to your call to action button. A study by Unbounce was able to improve their conversion rate by 23% using visual cues.

14: Use mouse hover effects. Use these effects to suggest an action for your user and draw extra attention to your CTA. Hover effects are great to improve the affordance of your button.

15: Use click triggers to reduce anxiety. Clicking on a CTA is a big deal. Reassuring your users that there is no cost, risk or that he can trust you with their privacy. Use Microcopies under your CTA, in the form of money back guarantee or social proof to help break down inhibitions towards your offer. For example, put “100% money back guarantee” in the microcopy and watch your clicks skyrocket!

16: Don’t offer discounts that are too good to be true. When was the last time you purchased something great at a 95% discount? That’s right, never. Huge discounts or incredible offers are not as effective as you may believe.

17: Use round edges instead of sharp corners. Boxes with round corners are friendly, familiar and direct attention towards the CTA text. Humans instinctively prefer rounded edges to their sharp counterparts.

18: Don’t make your call to action too long. 2-5 words is the ideal length for your CTA text. Don’t use one-liners like “download” or excessively long texts as your CTA.

19: Never use “contact us”. Come on! You should really be able to come up with something that provides your user with more value than “contact us”. How about “jump start my career” or “request my live demo”.

20: Place your CTA button logically. Never place your CTA on the top left of your banner. In the west, we read from left to right, and from top to bottom – meaning that the bottom right of the banner is the terminal area. Placing your call to action in the terminal area makes it quick and easy for users to click your button because it’s in the area where their viewing pattern ends.

21: Sarif Vs. San Fonts. Legibility is more important than beauty. If you offer a simple, easily accessible product, choose a font that is easy to read over a font that’s hard to read. Remember; “If it’s easy to read, it’s easy to do”.

22: Font Color. Pay attention to color contrast when choosing a font color. Your font color should contrast well with your CTA color. A study published by ContentVerv found that using font colors that clash with your CTA color, decrease conversions.

23: Imply Scarcity. Phrases such as “Profit now - Limited spots” & “Order now - only 5 left” can convince a user to act now rather than later.

24: Exclusivity makes users feel special. Exclusive offers such as “Claim my exclusive offer/Deal” make your user feel important and can add great value to your CTA.

25:Cut down on clutter. Don’t clutter your banner. Every element of your banner should provide added value to your user. Reducing clutter will help make your banner more legible and increase a user's attention span.

26: Never stop testing. Keep A/B testing your banner campaigns to gather information on what is appealing to your user and what design choices will deliver the best click through rate.

Here at Bannerwise we make it super easy for you to A/B test your banners. Changes to one banner element will be applied across all sizes immediately. Therefore, you’re ready to test your new CTA’s with just one click!

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