Capitalizing on Calls to Action: How to Boost Your Conversion Rate in Seven Steps

Calls to action (CTA) may appear remedial and obvious, but they remain some of the most effective and potentially powerful tools at your disposal as an eToro Partner – assuming, of course, they’re used correctly.

Overdo it and you end up looking desperate. Pay them too little mind and they’ll go unnoticed. It’s a balancing act that takes some time and focus but can really make a huge difference.

Just to kick things off with an example, see if you can figure out which of the following two calls to action ended up proving the most successful … and by quite a margin too.

Call to Action #1:

cta 1

Call to Action #2:

cta 2

If you’re in the same boat as most others, you’ve probably guessed # 2 was the winner.

And you’d be dead wrong!

In fact, the first call to action came out on top by a mile, chalking up three times as many clicks as the second.

Why such a difference? Well, different things work for different sites and different audience groups. it’s impossible to know what works best without trying out a fair few options first. The secret to scoring higher click-throughs is to carry out a few tests with your own CTAs and determine what works and what doesn’t.

1. Call to Action Colors

Can the color of your call-to-action buttons really make a difference? Yes, and you wouldn’t believe how big of a difference either! Maybe they’re contrasting too sharply and looking a bit desperate, maybe the colors don’t fit in with the theme of the site, or perhaps it’s a simple case of the buttons blending in a little too well with the background.

cta 3

They don’t have to look pretty; they just have to work, so try plenty of colors out. Make sure to test a number of color schemes for your buttons to see what works best.

2. Images or Text?

There’s only one way to find out whether an image CTA would work better on your website than a text CTA: try both options out!

Here’s a look at a couple of examples.

Example 1:

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In this example, the text looks to be exactly that – part of the copy the page presents and with little more than a CTA button added at the end.

Example 2:

cta 5

In this second example on the other hand, the CTA looks like one complete image in its own right.

3. Call-to-Action Positioning

The importance of where you actually place your CTAs cannot be overstated. Given the fact that just under half of all readers never make it to the bottom of the webpage they land on, guess where the very worst place to put your sole CTA is? Precisely, though there’s nothing to say you can’t put a CTA at the bottom and a more visible one at the top.

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Test a variety of placements as, once again, results differ in accordance with the style and purpose of the website.

4. Moving CTAs or Static Buttons?

Some find those CTAs that pop up or slide into the screen quite hair-tearingly annoying, while others are powerless to resist clicking on them. There’s no pleasing everyone, so it’s a case of trying out both and seeing what kind of impact it has on the number of clicks and conversions you earn.

5. Vary Your CTA Statements

Say, for example, you’re trying to get as many readers as possible to download a guide you’ve written. There are literally hundreds of ways you could say this in a CTA.

For example:

  • Download Now
  • Download Your Free Guide
  • Free Guide Available, Download Now
  • Click Here to Download
  • Download Today

…and so on and so forth.

You might find it hard to believe that the wording alone makes such a difference, but check out the following stats for some hard evidence.

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6. The Size of CTA Buttons

As you can see below, a CTA button that isn’t big enough will probably end up being ignored, as your readers won’t see it.

cta 8
cta 9

By contrast, if your CTA buttons end up a little oversized, you won’t win anyone over either, as you begin to stray into desperation territory again. Make minor adjustments to the size of your buttons on a regular basis and take note of any changes.

7. Make Time a Factor

And finally, we all know that adding a sense of urgency to any kind of deal makes the offer more interesting. The same applies to your CTAs. So instead of just telling your readers to do something, tell them to do it “Right Now!” or “While Supplies Last!” or even just “Today!” and see what happens.

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So what are you waiting for? Start playing around with your CTAs to see if you can optimize your conversion results. DO IT NOW!