In today’s competitive business landscape, all elements of your business must be working together to contribute to the continued growth and development of your brand.
In website design, one of the strongest tools to capture new consumers is the effective Calls-To-Action (CTAs). In website lingo, CTAs are a form of marketing that urges the user to act now. Their sole purpose is to inspire a visitor on your site take some form of action which will bring them one step closer to becoming a consumer of your brand. Securing visitors to your site is key to sales growth for repeat users tend to become repeat consumers of your brand and its products or services.
Commonly used CTAs include prompts that encourage users to provide personal information, such as an email address, telephone number, or mailing address, often with the promise of a monetary discount on a later purchase on the site. The key to a successful CTA is its use on every page of the website, so that no matter what page a user lands on, they will be able to easily access the same coordinated CTA as if they visited your site’s homepage.
Studies have shown that nearly 70% of small businesses do not use any type of CTAs on their websites. However, those businesses that incorporate CTAs on their homepages effectively show a nearly 80% user conversion rate (the percentage of website visitors who actually click on a call to action). The more effective your CTA is in funneling users into your corporate environment, the higher the conversion rate your site will enjoy. And that leads to repeat business and growth in brand loyalty.
Some of the most effective CTAs are those that incorporate of some of these design elements:
Clear and Relevant Purpose and Placement – Some of the most common CTAs include, “Learn More,” “Start Your Free Trial,” “Subscribe to our Newsletter,” and “Get Started.”
Design that Promotes Better User-Experience (UX) – The use of unique and compelling CTA visuals and fonts is key for effective user engagement. The most effective CTAs tend to be the ones that stand out in relation to the balance of the web page in terms of color, style, font, and placement.
Providing Resources/Solutions in Exchange for Contact Details to Allow for Further Engagement with the Brand – Effective CTAs create a sense of urgency amongst users. They should encourage users to provide personal information in exchange for entrance into a brand community (e.g. email address to receive company newsletter or product discounts) in hopes that the product(s) will improve their lives in some form or fashion. In fact, one of most effective CTAs is one that offers a free trial for a limited period of time. Free trial CTAs have been shown to increase user conversion rates by over 300% – a number that no small business owner can ignore.
Creating CTAs that move users to consumers and consumers to loyal, repeat customers is fundamental to the long-term growth and development of your business and its brand. If you want to learn more about how website design can grow your business or brand, call Proctor Digital at 773.664.5819. We love helping small businesses stand out from the pack.