Here’s Why Your Customers Click, And How To Get Them To Click More

Here’s Why Your Customers Click, And How To Get Them To Click More
SHARE
THIS



In this opinion piece, Simon O’Day, vice president of global for Emma, an email marketing software and services company, delves into customer’s minds to tell us what the deal is behind clicking.

Many modern marketers share the same overarching goals: Connect with the audience and prompt its members to take meaningful action. In the digital world, meaningful action usually means a click of the mouse (or tap on the screen), which leads to a conversion. However, optimising the call-to-action (CTA) button is often overlooked.

For example, did you know that some buttons appear to our brains to be more clickable than others? For years, smart marketers have used basic brain science to develop campaigns that grab our attention — and CTA buttons are no different. Below are four tips on how the right button colour, copy, shape and placement can help skyrocket your click rates.

1. Choose a compelling colour

Colour matters, probably more than you realise: 85 percent of people say colour is the main reason they buy a product. There’s no magic colour that converts best, so for your CTA button, pick a colour that contrasts with your design to make it stand out (e.g orange on blue). Or, use a colour that promotes a certain feeling.

For example, orange is known to encourage immediate action. Consider orange for asking people to sign up, buy or join right away. It’s also the colour most associated with cheap or inexpensive things.

Green means “go,” which is pretty handy when it comes to CTAs. It’s also the easiest colour for the eyes to process, so it’s often used to relax the mind and promote growth.

2. Write clickable copy

The purpose of a CTA is primarily to move someone to take action right away. Therefore try to write a copy that’s irresistible to click. It should be specific and direct, like for example, “Download the guide” rather than “Click here” — and use active verbs like “start” and “get.” Passive words create lazy mouse-finger couch potatoes, so lead with an active, energetic verb to drive more clicks.

One recent study found a 90 percent better conversion rate using first-person language, e.g., “Start my free trial” vs. “Start your free trial.” Another easy trick is to simply add the word “now” to a CTA button. This three-letter word can boost conversions by creating a sense of extra urgency.

3. Consider shape and size

Rounded, big, tappable and tested: These four adjectives should describe every CTA button. Rectangular buttons are by far the most popular, but since our brains are programmed to avoid pointy things, make sure to round off the corners. Buttons should also be big enough to be easily tapped on a mobile phone.

4. Pick a prominent placement

CTA buttons shouldn’t be vying for attention. You should make clear at a glance what you want your audience to do. When you place buttons above the fold, your audience will see them even if they’re just scanning the email or page. Visitors spend almost 80 percent of their time above the fold, so you’ll catch those readers who are ready to act right away without forcing them to sift through content to get there.

Surrounding CTA buttons with white space also helps them stand out, so give CTAs plenty of room to pop, but not so much space that they don’t feel like part of the overall design. They should attract the eye, not look lost in the desert.

Every audience is different, so you’ll have to test colours, copy, shapes and placement to find the right combination that sends your conversion rates soaring. After all, A/B tests can improve conversion rates by as much as 49 percent.

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]