Your website’s calls-to-action (CTAs) are the most important factors leading to conversions. A call-to-action provides shoppers with an actionable step to take, and when your call-to-action is absent, unclear, or unnoticeable, your website visitors will have no idea what you would like for them to do on your webpage.

Whether you want consumers to add a product to their cart, download an e-book or guide, opt-in to your email lists, or fill out a contact form, a call-to-action button gives shoppers directions about what you would like for them to do and the easiest way for them to do your desired action.

As such, it is essential that your call-to-action is crafted in a way that is clear and efficient. When your call-to-action is easy to understand and follow, consumers will be more likely to complete your actionable step and convert.

If you want to make sure your website visitors are completing your call-to-action, there are a few things you should keep in mind. Factors like word choice, location, or even font color can play a major role in determining whether or not a consumer will actually follow your call-to-action and convert.

Make sure that you are creating effective calls-to-action for your business by following these seven tips:

Lead with strong verbs

When it comes to grabbing a shopper’s attention, your word choice matters. Show your consumers exactly what you would like for them to do by starting your calls-to-action with a strong, actionable verb.

For instance, instead of saying “You can learn more about our business by filling out our contact form,” you will find more success by saying “Contact us!”

Start each call-to-action on your website with the specific action that you would like your website visitors to take. If you want them to download your e-book, start your call-to-action with the word “Download.” If you want to show them a product page or where they can make a purchase, start with “Buy.”

Your call-to-action copy can make or break your conversion rate. By using action verbs for your calls-to-action, you can increase the likelihood that your consumers will convert when they visit 1your site.

Keep it personal

When it comes to any features or copy on your website, personalization is key. This is especially true for your calls-to-action. If you adjust your word choice so that it connects with your individual website visitors, they will be more likely to convert. A study conducted by HubSpot found that personalized calls-to-action perform as much as 202% better than traditional calls-to-action. Including personalized calls-to-action has the potential to significantly increase your conversion rate.

Try tactics like saying “Sign me up!” instead of “Click here to subscribe to our email list” to personalize your CTAs and connect with your target audience.

Provide key details

While your call-to-action button should not feature large amounts of text, you can include extra copy underneath or near your CTAs providing key information that will encourage readers to convert.

Consider your email opt-in call-to-action for example. While your main button might read “Sign me up,” you could also include text underneath this button saying “We promise we won’t spam you!” to reassure your shoppers and give them peace of mind when they sign up for your email list.

Search your website for any CTAs that could use an extra disclaimer or bit of information to help persuade your shoppers to convert. This will increase the likelihood of your shoppers completing your desired action.

Make your CTA stand out

If shoppers cannot see your call-to-action, they will not be able to click the button and convert. Make your CTA stand out so that it is noticeable on your webpage. You can do this in a few different ways:

  • Using contrasting colors
  • Being intentional with your CTA placement
  • Creating large CTA buttons
  • Focusing on the size and shape of the CTA button and copy

Even seemingly insignificant changes like these can make a huge difference when it comes to your conversion rate.

Evoke Fear Of Missing Out (FOMO)

When consumers fear they might miss out on a positive experience or opportunity, it will influence their shopping decisions. Keep FOMO, or the fear of missing out, in mind when crafting your CTAs and use word choice that will create a sense of urgency.

If your call-to-action makes it clear that a specific deal is only happening for a limited time or that there are limited quantities available of a certain product, your website visitors will be more likely to convert quickly to avoid missing out on the deal or opportunity.

Add value

Give your customers an incentive to complete your calls-to-action. They are doing you a favor by following your desired action, they deserve something in return.

Try offering a discount or some other sort of reward in exchange for completed actions. For instance, if your call to action says, “Save 10%” or “Send me my free gift,” it will attract your website visitors’ attention and encourage them to convert.

Test your CTAs

The best way to determine whether or not your CTAs are effective is to test them. Use A/B testing to see how various changes to your calls-to-action influence your conversion rate. With A/B testing, you can try out different CTA copy, font, button sizes, and colors on your live website traffic to see which styles are the most effective.

ConvertCart offers A/B testing and website audits for e-commerce businesses that can help you optimize your call-to-action for maximum conversions. Learn more about ConvertCart and how we can increase your conversion rate when you visit our website.

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