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.
In another step in the evolution of Val Morgan Outdoor (VMO), the NSW sales team has been consolidated into one team that now looks after all three business verticals – VMO Shop, VMO Active and VMO On-The-Go. To reflect the changes, VMO are proud to see two young team members progress into leadership positions. Both […]
The shift to virtual working looks here to stay, but when it comes to the annual Christmas party, Australian women are putting health concerns aside to mark the festive season in person, Are Media’s latest HerPulse 6.0 consumer sentiment survey has revealed. Despite restrictions easing in many states, more than a third of women (35%) […]
Sydney independent agency, This is Flow, has been appointed to handle all media strategy, planning and buying for Felix Mobile after a competitive pitch process. F elix is an exciting new brand born out of the newly merged TPG/Vodafone entity, TPG Telecom Limited. The merger of TPG and Vodafone in June this year created the […]
In this opinion piece, Shopify Plus APAC Director Shaun Broughton focuses on actions marketers can take to better understand their customer base and leverage learnings from success stories like Peter Sheppard and Aje during the pandemic on how to pivot and demonstrate agility in this fast-paced market… November is going to be one of the […]
A two-year partnership between Cricket NSW and the NSW Office of Responsible Gambling has been launched today, allowing cricket fans to enjoy their sport free of gambling advertising. John Dalzell, Chair of the Responsible Gambling Fund said the two-year ‘GambleAware’ partnership aims to address the normalisation of sports betting, particularly for children, and to raise […]
Mission Australia’s new Christmas appeal highlights the pressures faced by Australia’s hidden homeless, people who are pushed into homelessness through no fault of their own, with a core message that every Australian should have a safe home. The fundraising campaign asks the community to donate to Mission Australia so the charity can support vulnerable individuals […]
Digital experiences are more necessary than ever. Social distancing, remote working and local or national shutdowns have forced customers online and employees apart, requiring businesses and government agencies across the Asia Pacific to accelerate and refocus their digital transformations to satisfy changing customer needs. To understand the maturity of digital experiences (DX), leading ideas and innovation […]
Omnicom agencies are committing to move beyond the binary to mark International Pronouns Day as part of Open Pride, a global employee resource group committed to inclusion and diversity. As part of the initiative, Omnicom agencies, including DDB, PHD and Clemenger Group, have committed to ensuring all policies promote gender-inclusive language and have encouraged staff […]
As part of Lions Live in June, Lions Live challenged under 30s with a brief in partnership with the World Food Programme. It was free to enter, and nearly 1,000 young adlanders entered. It was such a success, Lions Live plan to run a second competition during Lions Live this week. This time the brief […]
Festival for business and creativity, Pause Fest, has confirmed the event will run in 2021 – and will be its biggest to date. The 11th Pause Fest – named Changes – will migrate from its Melbourne home to the online world for the first time, running 1-12 March 2021. “Pause Fest has always been at […]
Shutterstock today announced the highly anticipated addition of Editorial Video, a new premium, full-service editorial video offering that is now available for license. Critical Past, Celebrity Footage and Viral Hog are just a few of the new partners who will distribute their engaging video content worldwide through Shutterstock’s Editorial Video. In addition, current partners’ epa […]
Today at Adobe MAX, Adobe unveiled significant innovation across its Creative Cloud applications and services. In addition to ground-breaking new features like Neural Filters in Photoshop, the company released major updates to its flagship applications including Lightroom, Premiere Pro and Illustrator. Adobe also underscored its commitment to accelerating the development of mobile and multi-surface apps, with […]