If you are like most people, you spend way too much time on your cell phone. Americans average between 3 to 5 hours of daily cell phone use. And spending so much time on our mobile devices, it’s easy to get frustrated with the varying mobile readiness one experiences online these days. Online retailers and businesses with an online presence in general must make certain that their mobile websites contribute to a positive user experience, one where the user is able to easily navigate the mobile site while waiting at the doctors office, or walking down the street, or sitting on the sofa. And if you are to convert those visitors online, it’s important to create easy-to-use mechanisms to allow for engagement with your brand on a mobile device.
One of the most effective mechanisms that that end is the Call-to-Action (CTA). CTAs are marketing tools used to prompt that all-too-important engagement that leads to conversion online. Some of today’s most commonly used website CTAs include buttons. Buttons are often used to get visitors to subscribe to a newsletter or sign up for a free sample or a free trial, or more commonly to learn more about a product, brand or service. Strategically placed CTAs aim to convert website visitors into consumers, and potentially repeat customers.
(Hubspot survey finds that personalized CTAs outperformed even basic CTAs by more than 200%.)
While the use of CTAs on a desktop version of a website doesn’t typically add unnecessary clutter to the site, the same cannot often be said on a mobile version. Web designers sometimes fail to realize that CTAs on each and every page can clutter the mobile site, negatively impacting your site’s user experience. So while a great tool for conversion online, CTAs need to be optimized (especially for mobile browsing) if they’re going to be employed.
Below are six (6) recommendations that will help optimize CTAs and create positive user-experiences and secure that conversion we are all so interested in online.
- Go easy on the content
Most mobile users don’t use their phones to conduct in-depth analysis or to read long-winded articles or sales pitches. Mobile users want to find what they are searching for in a few seconds and then move onto the next page, search, or website. Therefore, when designing mobile CTAs, web designers must keep their messaging brief and uncluttered.
- Remember the Thumb Zone
Studies have shown that most mobile users use their thumbs to navigate their way around websites. Therefore, CTAs must be placed strategically to maximize accessibility to the reach of the average user’s thumb. CTAs placed in hard-to-reach areas on mobile page are CTAs that rarely get activated.
- Limit the amount of options offered
People say they like having options, but too many options in a limited space only lead to user frustration. On mobile websites, the key is simplicity. Use only one or two CTAs per page.
- Declutter as much as possible around the CTA
Effective use of the white space around the CTA draws attention to it and prevents the user’s thumb from hitting another CTA or some other link around it. Again–user experience is important in getting that conversion you’re looking for.
- Strategic use of color
Keep the website color scheme consistent. Color consistency is essential for branding and for creating a sense of professionalism. That helps with improving time spent on the site. And in order to get them to convert, they actually have to be there.
- Follow minimum industry standards
Apple maintains a number of optimal sizing specifications. Android phones offer standard size specifications as well. Adhere to these minimums but don’t allow them to control your entire website’s design. Ensuring the page and its components can be viewed and accessed easily across a variety of devices is your best bet to making sure that CTA actually gets its job done.
(Five Reasons You Should Add a Click-to-Call Button to Your Business Website’s Design)
Website CTAs are proven marketing tools that are most effective when utilized efficiently as part of a company’s overall website strategy. And just like any other tool, you’ll want to use it right if you want to get the most out of it.
If you’d like to learn more about how Proctor Digital can help design a website optimized or growth and conversion, call us at 773.664.5819. We’d love to help give your business a leg-up on the competition.