Good call to action pages play crucial role in boosting the sales on the website. They are the punch lines that hold importance in either the sale factor or in asking the visitors to sign up. When you have the most effective call to action pages, you know you are doing your bit in boosting the conversion rate on your website to almost 100%. Hence it becomes all the more important for the designers to make out what actually makes an effective call to action page. Call to action pages must be considered keeping both the design and the content in mind.
In general, good call to action pages are not at all that difficult to design. Crafting such pages would require following a few guidelines that the designers must keep in mind. When that happens, you know you are few more inches closer to fetching a more successful result.
Make your call to action page intuitive
When the people visit your page, they must be instantly able to draw the ‘purpose’ from your page. They should have an idea about what they are expected to do in the immediate next step and how actually the elements on the page are going to benefit them. Now when these things are not there on the page, you can conclude that it’s useless and leading to the visitors into tuning out even much before they have taken a desirable action. Let them know that staying on the page and doing the needful is not going to be much of a hassle for them. When done in a proper way, you are only going to notice an increased bounce rate on your page so you know, good and intuitive call to actions are the key!
Don’t use too many of the graphics
Include graphics on your page that are required and chuck out the unnecessary ones. Use images that some way or the other illustrate the features and benefits of your products. Use the icons carefully because when used without a purpose, they are only going to create distractions. Use elements that go on to clarifying the meaning of the content that already remains on your page. Flatbed-truck.co.uk has followed the same principle and has heavily cut down on graphic on its product landing pages and they are seeing positive changes.
Minimise navigation options
Good navigation is important for websites but this does not mean you will have plenty of them. Remove the clutter and even though your website can have plenty of them, make sure that your call to action has just that what is required. Links for navigation should only be included when required by someone willing to navigate to that link from your call to action page.
Make your call to action button noticeable
If it’s not there, it’s equal to not being there. Make sure that your call to action does draw attention. This can be done by adding the right colour scheme and size to your call to action buttons. It should be in contrast with the rest of the elements on the same page. For example, the Call To action button of Skype is something that you can hardly ignore.
Don’t ask for a lot of commitment
Now if you immediately ask your visitors to make a purchase, you are putting them to a slight turn off. Make sure that you use two or more steps to finally funnel your visitors to the right direction. This can be more effective than actually trying to ask them to make a decision at the earliest. Have a concept of primary call to action buttons in mind and treat them with care and caution.
Keep it simple
The goal of the call to action content is to help the visitors perform a certain set of actions. Now if your call to action contents are not directly contributing to that, putting them in place can be useless and tricky. Take a look at the elements that belong to the page and the ones that don’t. Keep it simple but appealing and it will surely influence the visit. Firequoty has followed this KISS principle precisely and they are seeing a higher conversion rate.
Direct users to the most suitable option
That’s what call to action buttons in most scenarios do or should intend to do. You can use graphical indications to actually put out the options. Indicating the most expensive option can actually turn off the potential buyers in just a moment. They might feel you are trying to sell them what benefits you more than it benefits them.
Test your pages
Once you have created call to action pages, make sure they are not left out on your website which means you will also be required to test your call to action pages from time to time. Test the pages before they are finalised for the final version. Make sure that you put up the kind of call to action page that is more likely to convert and invite people for more.
Looking at what your competitors are doing and how they are working on their pages make sense. You know they are unknowingly going to suggest you the best and the latest from the industry. Visiting their page from time and time and exploring something new is never a bad idea but make sure – you don’t plainly imitate!
