High converting landing pages: the Call to Action case

Emma Revert
24 January 2019

We all have been tempted to press that highlighted “Join us” or “Book now” button sometimes, but most of us do not know what that marketing strategy hides behind. Websites, facebook, emails and lately Instagram, we can see them everywhere. As a website/app owner we can captivate a potential consumer that was just hanging out and turn him into a loyal consumer. Call to action buttons may help, but if we don’t do it right, we may lose those customers. They may leave the site even if it’s great because they won't know what to do next.

For that purpose, the first step is creating a good SaaS conversion landing page. And so we may give you some tips:

  • The first impression occurs in a few seconds and it may trap the client.

  • Define your product/ service as more specific as possible.

  • Make the client feel “there’s more” about your product/ service.

  • Include describing pictures that make it look appealing.

  • Show credibility proofs with clients testimonials.

  • Include any featuring in newspapers or articles.

  • Work your best with CTAs.

On that last one, there’s a whole long process of thinking about where, how and when to show the call-to-action to get as much attention as possible. Looking forward, there is a list of paths to follow that will take you to generate more leads with that practice.

Choose the proper message

Do not be aggressive

Be concrete

Show it at the right moment and place

Make it visible

Call to Action basics: choose the proper message

It is important to define what is the goal of our CTA button. For example, if we have a clothes’ store and want to urge people to buy, we can launch a window to subscribe to the page. In exchange, we can offer a discount that can be used in the first acquisition. We can also directly show a “Buy Now” button to encourage the buyer to make a purchase. But it’s not rocket science that we must specify what they will get before including that button.

If we have a music platform and our goal is to get subscriptions to the premium version, we can offer a free trial period for people to try it out. Thus we can get to a possible conversion.  Another option is to directly offer the option to subscribe to premium with a short description of all the benefits they get. We can also create the necessity to click-on by adding a time-limited promotion and thus create haste.

In addition, we can include attractive words like “free”. The message should direct the customer to the landing page we want to get a profit of, and so it must be related to the content.

Do not be aggressive

If a user feels bombed with too many emerging pop-ups he might close them without even reading a word, or even think of abandoning the website. Remember that the goal is to make it appealing for him to click-on and thus get more conversions. One CTA button per content theme with a core action would be a nice way to organize it.

We can also include two CTAs together but with short content and with one of them highlighted. This is a common practice used lately to give more than one option to the user in case he is not sure about buying the product directly.

Be concrete

The message must be clear and short. It must be summed up in a word or two, with a maximum of 5 words. It has to get directly to the user inviting him to take action, so imperative is the best form.

The convenient thing about CTA is that they drop misgiving, thus we can decide the path we want the customer to follow by showing action on the CTA.

Some of the most used CTA are: “Read more”, “Sign up” or “Buy now”.

Show it at the right moment and place

A good moment to show the CTA is just when the user enters the home page. An example would be an emerging pop-up that, if closed, can remain in the upper-right corner, which is the most common place users look at for CTA. Then, we can keep it up on every window the user opens, adapting to the content of such.

Another way of showing it is at the end of the page, when the user might be ready to leave or lost about which action to take so that we might invite him to continue in our website.

Finally, we can also include it in email marketing to capture new customers.

Make it visible

Do not be afraid of making it big and colorful, it must be visible and attractive for the user. In fact, there’s a study of the colors that are more attractive to the user when talking about conversion, although the results are not conclusive. The color must be completely contrasted to the background. But the most important is to show it as an easy, quick and handy button accessible to anyone.

It can be shown as a sticky button duplicated for every different page or as an emerging pop-up with a small description above.

You should also take into account that people are used to reading in an F-shaped way, so including the buttons respecting it will make them more visible.

Case study: Siemens Simply Lease

Let’s analyse how we applied all those tips to our customer Siemens Simply Lease project. First of all, the landing page includes a description as well as images (logos in this case as it’s a service). At the end of the page, we can find a list of customers, so that it makes the service more credible because nobody wants to be a guinea pig, right?

And about the CTA, we can find four of them along the page, all leading the customer to get called by Siemens, as the goal is to sell the service. Moreover, the message is clear and the yellow color contrast the background, so even if we test it in blur, it is clear what the CTA is. Finally, the CTA includes at most three words.

 

With an infinite number of companies and websites created every day, it seems necessary to apply all hacks possible to stand out. CTA might seem easy but it must be continuously checked and analysed, and if you play it cool, for sure your leads will increase!

Any comment you want to share with us? Drop us a line: hello@start-up.house

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