You started a web presence with the creation of a site. You bring visitors to it via a good content strategy, a strategy that pays off since your visitors are ready to act … Great, they will soon be converted into customers! Subject not to miss the conclusion, the following question arises: how to encourage visitors to act at the right time and in the right way? I offer you 7 rules to develop “call to action” that will allow you to materialize the commitment of your customers …
The essential call to action …
Without action, the user will never become anything more than a simple anonymous visitor. However, with a few exceptions, a visitor has no value if he is not identified and exploitable (it is not the traffic of your site that fills your plate …). Knowing how to get your visitors into action is therefore essential.
The call to action is a way to encourage the user to perform a action. This term could be translated as “incite theaction “Or” call toaction“. A call to action is often characterized by a large, clearly visible button with the name of theactionto perform. – glossaire.infowebmaster.fr
A call to action can therefore take several forms:
- Connections ;
And must directly encourage the user to act:
- Create an account !
- Add to Cart ;
- Subscribe to the newsletter ;
- Ask to be called back;
- Contact us!
7 rules to encourage your visitors to action …
With regard to the definition proposed above, designing “call to action” is not very complicated. For example, all you have to do is create a link which leads to a page where the user can perform the action …
Yes, but there it is, to be truly effective and relevant to your (future) customers, calls to action must follow a few rules.
I selected 7 but, of course, this list is not exhaustive. I am waiting for your feedback to improve my way of doing things and optimize the conversion capacity of my clients’ sites (thank you for them?).
1) Priority to customer benefit
In terms of call to action, some formulas are more profitable than others …
To make your calls to action a success, you need to put your visitor at the heart of your thinking. Try to think like him!
Take an example: do you prefer to be challenged by a ” Subscribe to our newsletter ” or by a “Sign up to take advantage of our tips, advice and tips” ? No need to do a survey, you see where I’m coming from …
When you create your incentive, highlight the interest that the user will be able to derive from it.
2) A precise title
To be effective, the call to action must be explicit! Too often I see “Learn more” buttons, it’s not precise enough.
Again, think about your visitor’s place. A call to action must respond to a specific need. Instead, choose a title that clearly expresses the nature of the action.
“Discover our specialties”is a much better incentive than a simple ” Discover “You can not find ?
Your call to action must have a clear and specific title.
3) A suitable call to action
There is nothing more unpleasant than being asked to do something that you are not (yet) sure you want. You know, this is the story of this clothing seller who always finds that “it really suits you very well” …
To avoid rushing, frustrating, or even pointing your visitor, adapt your calls to action according to the different phases of the purchasing process. To illustrate this, I appeal to the AIDA method:
Warning: Provide information about your product.
“Discover the advantages of our solution”
Interest: You must put forward the “promise” of your product
“Work faster and longer”
Desire: Motivate the user, make them want to.
“Subscribe to the newsletter and get 50% discount on your first order”
Action: Push the visitor to purchase and turn him into a customer.
“Validate your basket and receive your products tomorrow”
Of course, all of this must be adapted to the products and services you offer and the type of site (e-commerce, catalog, showcase) that you run.
A call to action must not fall from the sky. He must intervene at the right time.
4) You have to know how to vary the pleasures…
We often tend to think that a call to action should take the form of a button located at the end of a presentation text. It’s wrong !
Varying shapes and positions is a good way to optimize conversions. For example, you can include hyperlinks in your presentation text.
Hypertext links are certainly less conspicuous than a button, but they have the advantage of not being perceived as intrusive. Used well, they will be highly appreciated by your visitors …
The form of call-to-action doesn’t matter as long as your surfer needs it. After all, “No matter the bottle as long as we have the drunkenness” …
5) Pay attention to the affordance
Affordance is (a complicated word) a concept that defines the ability of users to spot what is clickable on your site.
It is based on how users perceive your site and on the display codes of buttons, links, etc.
It has to be logical for the visitor. Do not get out of the codes, otherwise it will not understand.
I’ll make it short: A button should look like a button, a link should look like a link …
6) Click area, strategic area
The click area is the area at the bottom right of your page.
To put it simply, this is the area logically located at the end of reading (unless of course if you are reading from right to left).
Your visitor has finished reading, he has roughly two alternatives:
- Leave your site and consult another;
- Continue browsing on yours.
In fact no, there is only one alternative to consider …
To keep the user on your site after reading it, you must offer to go further and continue browsing your site.
This is why the click zone is strategic, it is located at the end of the reading. This is where the user will be focused when choosing whether to continue on your site or not.
Put the odds on your side, place your call to action where the user will need it.
7) Visible call to action
Many sites have too discreet action buttons:
- Poor positioning;
- An aspect that is not big enough;
- Colors that do not stand out enough with the content of the page.
So many things that can negate your chances of converting …
Here are some best practices to give visibility to your action buttons:
- If you have multiple buttons, make the most important one the most easily detected;
- Place your button in the “click area”;
- Do not force the user to scroll down to see the button;
- The text that calls for action must be specific.
A large and visible incentive, a clear title, and detectable colors. I’m starting to repeat myself, it’s time to close this article…
I tried to give you a few keys to create effective call to action, however, there will never be a miracle recipe working for all sites and for everyone. So, it’s up to you to take your tests (and share your best practices?)…