Most B2B websites have some sort of call to action button. This may be as simple as asking visitors to sign up for a newsletter or to actually get them to purchase something from the site, referred to as the conversion rate. Whatever, the call to action can be very important and most importantly it has to stand out.
The following are some tips to help you create an effective call to action button:
Size and color: With many sites, the call to action button is about the same size as all the other text and elements on the site. In fact, many times web designers will suggest this because it can improve the look of the site; well, this design choice can also hide this important call to action button. The call to action button should be large…large enough to stand out. And while it does not necessarily have to be bright red, it should be a color that contrasts pleasantly with the other key colors on the site.
Stands out in space: Along with size and color, the call to action button needs a little space to help it stand out. Place the button in an area that has some white or blank space around it. This way it will be hard to miss.
Hello, I’m here: Another option is to select a “hello bar” and use that as a call to action button. These are free (though more options are available if you pay for the service), you can select a color that works best for you, and you can place them in different areas of your site, preferably the home page or a key landing page. The hello bar allows you to write text on the bar and provides a “click here” option that can also be written as you like it. The powerful thing about a hello bar is it definitely can stand out.
No more submitting: Many call to action buttons require visitors to “submit,” by clicking on a “submit” button. Submit means different things to different people. How about changing that button to read something like: “Click here Now for our Newsletter,” “Click here Now for the Report,” Subscribe Now, or “Buy Now”? That way the visitor knows exactly what that button means and what’s going to happen next. Also, the word “now” adds a little urgency, which a call to action button should have.
Should your visitor “learn more”? Sometimes before hitting that Buy Now button, the visitor may be a bit hesitant and still want to learn more about a product on the site. Include the “learn more” option near the call to action button. Just a hyperlink would suffice, it does not need to stand out. But, view it as a stepping stone call to action button. Many times, visitors need to inch their way up to that all powerful Buy Now button and this learn more link can help do the trick.
Only 10 left: If your website is capable of doing this, it can be very effective to add text under or even in a call to action button indicating how many items of a product are left in stock. When visitors see things like “Only 3 left,” it makes them think, I have to purchase this product now before it sells out.
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