If you want anyone to do anything useful on the web, you have to get them to click a button. And yes, I mean literally anything.
But if that’s the case, why don’t people spend more time creating conscientious call to action buttons?
“Click here.” “Sign up.” “Learn more.” … All of these are … fine. They’re just fine. But when you’re trying to drive home a point, or guide a potential customer/client/whomever through a funnel to convert to anything, “fine” is simply not enough. And considering the sheer amount of time and effort you’ve put into design, development, and content to get people where you want them to go, just “fine” should be the last thing you want for the single most crucial component: Actually calling them to action.
Tempt them with an offer.
Far too often, the assumption is that if they’ve gotten to the CTA, all that needs to be done is the click. But if you’re assuming that, you’re assuming every reader actually reads every word on your page. (Which probably isn’t the case.) AND, you’re also assuming that they care about clicking for the same reasons you do. (Probably also not true, sorry. You can get more information about that here.)
Now that I’ve made my case for why button text matters, here’s my proposed solution: Dare to be different. Just because everyone else uses “Sign up” on their button doesn’t mean you have to. Don’t jump off that same cliff as everyone else.
Find your own cliff.
Use words that would inspire you to click if you were still on the fence. Because until that conversion happens, you can’t take it for granted that they will click.
On a recent landing page, for instance, the first iteration was put together quickly with the expectation that updates would happen and once content was tested, it would be updated. I left the word “Submit” as the CTA in the first version, but changed it to “Get my deal” in the second.
Care to make a guess as to which one had a better conversion rate?
In two days “Get my deal” successfully converted more people than “Submit” did in two weeks.
All because people would rather “get” something than “submit” something.
And submit is far from the only example. “Learn more” is one that I will nearly always replace with “see more info” or another variation of it, simply because it sounds like less work for the reader. And the less effort they have to put in, the more likely they are to continue along your CTA path.
After all, at the end of the day, conversions are the ultimate goal. And a conversion will always require a click of a button.
Don’t even get me started on why you should be using “my” instead of “your” in your personalized CTAs. I promise to save that breakdown for another time.
So if you’re looking to hone your message (and CTA buttons), let us know. We’re always happy to help.