Using effective calls to action on your website

Firstly, let's explain what we mean by a call to action.

A call to action is something that tells a person what to do. On website's a call to action usually involves the user pressing some kind of button, whether its a button to send an enquiry, request a call back or sign up for a newsletter. There are many different calls to action a website visitor can respond to.

On an ecommerce website the most obvious example of a call to action is the button on a product page that adds the item to the customer's basket. Let's look at some things to consider when naming and styling your calls to action.

Colours

There have been many studies into what colours produce the best conversion rates on an ecommerce website, including this one from socialtriggers.com, but unfortunately researchers are yet to find a definitive answer.

A few things we do know:

• Make your button colour different from your normal colouring
• Don't make the button look crazy
• Make sure there's white space around the button

Induce an immediate response

We all know that shoppers respond when they think that opportunity to buy is limited. That's why there are all those adverts about 'sale ends sunday' or 'one day only'.

Read this study from Conversion XL to find out more.

KISS

Keep it simple stupid. Don't overly complicate your button text with things like 'add to your shopping basket now', buyers respond to simple calls to action. 'Buy it' is better than 'buy it now'.

Cater to your market

Change your action button text to the market you're selling to. Not just colours but text to.

For example, if you're selling ladies fashion a button like 'Try It At Home' might work better than 'Add To Basket'.

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