If your webpage contains a form, it’s likely that your primary goal is getting users to fill it out. To make sure your form is the focal point of your page, use a container to highlight what’s inside. Encapsulating your form or call to action can be as simple as adding an outline or box around it. Avoid allowing form fields to float with the rest of your content and risking them getting lost with other page elements. By framing in your form, you can help constrain your users’ point of interest to your primary objective.
Ask people to share, like or rate your content
If you want more people to like your posts, share your content, or rate your product, just ask. Direct calls to action for social engagement can often be the nudge your audience needs to react the way you want them to. It’s not uncommon for studies to show triple digit percentage increases in engagement when users are simply asked to like, share or follow a page. A call to action is one of the most important pieces to your marketing campaign and including one in your social strategy should be no exception.
Focus on a single call to action
Multiple offers confuse the user and confused users means lower conversions. Determine which single call to action is most important and make it the focus of your page. Make all other options clearly secondary. Create an obvious hierarchy. All links are not equally important. Attempts to be all-inclusive can create leaks in your sales funnel by distracting users ready to commit with unnecessary information.
Reiterate your ad copy or call to action
If you’re running ads on any kind of external site like Google, Bing, Facebook, etc., be sure to reiterate your ad copy on your landing page. If your ad reads, “Enter now to win a free iPad”, then “Enter now to win a free iPad” should be the first thing users see when they arrive at your landing page. People in the conversion rate optimization world sometimes refer to this as maintaining a good “scent” from the ad or incentive to the goal. You want your visitors to know immediately that they’re in the right place, so the less disconnect between the two touch-points, the better.
Use action verbs that convey value to your users
The implications behind certain action verbs can often affect users’ willingness to follow through. Pay special attention to what your buttons and calls to action might suggest. A phrase like “order now” could imply to some users that they will have to wait to get whatever it is that they’re looking for. Others, like “apply now” or “join now”, could suggest that something might be required of the user in order to be a part of whatever the group is that they’re joining. Rather than focusing on what the group’s requirements are of the user to join, focus on what the user requires of the group. How will they benefit? Try using gain-focused words (ex: get, view, enjoy, discover, see, play) over effort-focused (ex: submit, start, activate, learn, pay, go). If the user is interested in a free download that you’re offering in return for them joining your email list, instead of “Join now” (what you want them to do), maybe your button reads “Get my free download”.
Make your button a different color
It’s easy and can often yield big results. Make it a color that really pops. The more contrast between the other page elements, the better. You want this thing to really stick out like a sore thumb. Be sure that your main call to action (CTA) or goal button stands out significantly more than all your other buttons or links on the page. If you’re limited to utilizing branded color schemes, choose the brightest color, opposite to whatever subtler color is used for the majority of other page elements. If you’re not limited in your color scheme options, I recommend using the free Adobe Kuler color picking tool to find a good complimentary color. Historically, orange is usually one of the best button colors, but you won’t know for sure until you test!