How many useful messages did you receive this week?
Based on the number of visitors to the landing page, how many potential customers should you receive this week?
Your business spends time, resources, and money to attract users to your landing page.
Spending money is what you feel.
Spend rather than invest .
You check the statistics and find that the user did click on the ad.
But when they reached your landing page, they pulled Harry and Meghan and just left unexpectedly.
No email can be sent to you for dripping water.
No phone number is available for you to follow up.
Fortunately, there is a simple patch that can be used to get more leads from the same number of website visitors.
All of these involve the first step beyond the default settings.
Problem: Call to action button does nothing
You know the problem is that visitors do n’t turn into leads.
You also know that this is not a traffic quality or quote issue.
Could the problem be with your call-to-action button?
The call-to-action button is the most important button on your landing page.
However, many companies completely ignore the call to action.
They left the call-to-action button as the default: submit.
In terms of a call-to-action button, submission is the worst:
- Let users know what they're getting by clicking on a call-to-action , which won't excite users
- Addressing and overcoming objections to clicking a call-to-action button did not reassure users.
To make matters worse, the word "commit" triggered a runaway or fight in our minds.
It shows that we are “accepting or succumbing to the strength or authority or will of another party” – (probably) not the message you are sending to potential customers.
Solution: Replace the default CTA button with known best practices
The solution is to change the default Submit button on the login page.
In fact, anything is better than submitting.
But let's use research and known best practices to convert as much as possible from visitors to your landing page.
Remove the Submit button and replace it with a clear, concise and compelling call-to-action button for users to convert.
In the following sections, I will show you four best practices for creating high conversion call-to-action buttons.
All you have to do is:
- Remove the current "Call to Action" button.
- Model known best practices and replace them with new call-to-action buttons.
- Tracking data. Learn which call-to-action buttons maximize conversions and bring you real business results.
Here are four call-to-action best practices (including examples) for conversions.
These best practices deliver real business results for high-performance companies.
Focus on interests
A core concept of marketing is selling benefits rather than functions .
Benefits are what consumers want to achieve .
Features are attributes of a product or service.
The example I keep hearing is that if you want to sell drills, what you are actually selling are the benefits of holes.
You can use the "Benefits and Features" concept to drive conversions from the "Call to Action" button.
CXL is a real-life example of a benefit-driven call-to-action that you can model.
CXL can use functions (a 12-page manual) as a call-to-action button.
If they focus on features, their call to action will show up as "Download a 12-page conversion master manual."
However, the teams at Peep and CXL are too smart about this (I think).
Instead, they use the proceeds-becoming masters of transformation-as a call to action.
I think being a Conversion Master is much more powerful than taking the following actions, which is obvious: Download the 12-page Conversion Master Manual.
You can model best practices in the following ways:
- Click on your call-to-action button to find out how much your users are getting.
- Create a compelling copy around it.
Write a copy of user attention
Dale Carnegie ( Dale Carnegie) pointed out that person's name in any language of the sweetest and most important sound.
He is right.
It is not limited to our own names.
Users are like other humans: self-centered.
They want to know what will help them.
A good way to take advantage of user-centricity is to write a user-centric copy in a call-to-action button.
Words such as "me", "my" or "me" let users know that it's about them.
It also mimics the conversations already taking place in the user's head.
In addition, verbs such as "get", "receive", and "take" let users know what they mean.
My company Nerds Do It Better provides an example of a call to action in a user-centric language .
Our call to action button is to get my free consultation, you can see it above.
You can follow these best practices by using these words or verbs to let users know what they mean and what they mean.
Resolve and overcome user objections
Objections are any ideas or thoughts that prevent users from clicking a button.
Your users may have many (many) objections.
Some of the most common objections are:
- The user does not want to enter a credit card.
- Users worry that cancellation will be a big hassle.
- Users worry that you will sell or otherwise improperly use their information.
- Users are concerned that they will keep receiving emails and / or sales calls.
Dissent is not something you can ignore, hope it will disappear.
Try to use the call-to-action button to resolve and overcome objections.
In the example below, Basecamp's call-to-action button performs well. Then resolve and overcome the two most common objections:
- I don't want to take out my credit card.
- Is it difficult to cancel?
You can create a compelling call-to-action button by finding out what users don't want to happen, and then finding ways to tell them that these problems will not happen.
Use short selling
Sometimes it is better to use soft selling when complying with regulations.
Words such as "submit" may only scare your customer base.
This is a big step after all.
It's best to give them a non-threatening call to action so that users don't have to worry about clicking.
Test and iterate
As with marketing, you must test and see what the data actually means.
Put a call-to-action on the page and test the new call-to-action and the current submit button separately.
See what can actually increase your conversion rate and what can lead to more conversions.
What CTA are you using for your company to get more conversions?
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