It is an alarming fact that 70% of small businesses do not have the call to action on their homepage.
A key point on our website is that the text and images tell visitors, in a concise way, our proposal. If users are not aware of what we actually offer, the CTAs we use will be totally ineffective by not being clear that it is exactly what is expected to do on our website.
Hence the importance of not making any of these seven mistakes on our landing pages.
Place the button in the blindness zone for lack of attention.
Blind CTA errors due to lack of visionIt are common sense if the user does not see it is highly unlikely to click on it, do not you think? The use of buttons that are too small or that are lost in a lot of graphics can create a situation of blindness for lack of attention.
Where should you place the call to action?
It would be logical to think that the ideal place is at the top of the screen before the scroll is used. But it may have a small drawback and, in some cases, it makes no sense if the information that helps the user decide is down. In this case, the user will scroll down, and the CTA will be out of sight.
The Fitts Law is a model of human movement, which predicts the time required to move quickly from an initial position to a final target zone as a function of the distance to the target and the size of the target.
Based on this scientific law that tracks the movement of the user and ergonomics helps us to decide where to place the call to action and the width of this.
What does the CTA look like?
It will not be for colors! It seems that the one that works best is orange and a large size but you will be with me in that it is not a unique solution.
The psychological aspects of colors are also not going to be decisive, we have to focus on a wider context that is closely related to visibility and accessibility. And if you do not notice the new trend of transparent icons in which color is the least, the point is that it is easy to detect to achieve a high percentage of click.
Do not use call-to-action text.
CTA errors without textMost CTA buttons include text, but do not try to put it to put it. It is about making a declaration of intentions or indicating the result of what they are going to obtain in the case of clicking on it. We could say that the button has to explain itself.
Too many CTAs on each page.
Too many CTA errors on one pageWe should never put the user is a situation where you have to choose more than one option. If you need to place more links use another option is ideal, sometimes leaving a simple text link that perfectly matches its function without competing with the main call to action.
Too many options can deter people from making a decision. It is best to define a clear message and use a single call, or we can fall into a conflict of CTAs in which users do not end up taking any account.
Use an Inappropriate Copy.
CTA improper copy errorsGetting sales are not only offering great discounts or offers, but we must also show the customer why they should buy the product or service. Using the emotional and rational appeal to create content and the call to action will make the difference for a user to accept entering our field of play and expand in percentage conversion.
The use of excessive adjectives, lack of contrast in the text or drafting errors can ruin our landing page. It would increase our rebound and greatly reduce the chances of conversion.
We must always keep in mind the problem of the user (emotional appeal) and how we are going to solve it (rational appeal). If we are able to offer real solutions to your needs, we will provide credibility and authority. Only after establishing this trust will we be able to request to click if we want to get good results.
There are phrases that trigger positive responses from users and what they are looking for are the early emotional identification, so it is advisable to use them but in moderation. However, what is imperative is that the user finds exactly what he was promised.
Use too many images on the page.
CTA errors too many imagesImages increase a user’s participation on a page. This is proven and will help us to increase the conversion rate.
Be very careful in this section since we must know where to stop or we can get the opposite, distract the user and that is unable to recognize the CTA.
Images help to increase curiosity, involve the user and even well used generate confidence, but do not let them dominate and therefore obscure the call to action.
Use inappropriate contrast.
CTA errors lack of contrastContrast is one of the basic principles of design. Used on all sites, background, text, graphics, etc. Good contrast is needed for clear vision.
The use of white space and differential colors can improve visibility and readability.
If you look a little at a time is more tendency the flat design with a strong focus on the accessibility of the contents. The use of white and striking colors are an integral part of the design thought to attract attention.
At all times we must keep a clean typography and use a color palette to coordinate. The button and background must be highlighted so as not to suffer interference from the rest.
If you want good conversion results, never blind users to inappropriate contrast.
Do not have a CTA on every page.
CTA Errors Call for Action CallsEach page of our website must be used to convert. Each one of you has created it with a purpose, so how are you going to achieve it?
Do not just use the call to action on the homepage. Each of the following has been created for some reason, so we must equip them with a corresponding button to make it difficult to overlook.
Each CTA is a conversion opportunity. The mistakes I have mentioned are easy to avoid, there is only a little more attention to design and better understanding the behavior of users on our website.
On every page, there must be a call to action since it will allow us to increase our conversions while improving the user experience.