We covered a few of the don’ts when it comes to calls-to-action in the first part of our series and now we’ve got some pointers that you should follow to improve your execution. Here are three important do’s to do when you’re formulating your calls-to-action on your site.
Do Give Incentives
There’s a reason they call it the “carrot and stick” approach: it’s because we all like incentives. We like to know what we stand to gain by following through with your call-to-action. That being the case, the optimal strategy is to let people know how they’ll be rewarded. If you’re offering a free 30-day trial or a $50 bonus, then those should be part of your call to action.
If all you’re going to write is “click here” or “sign up”, you’re just putting the stick out there without the carrot. Make sure you offer compelling incentives that encourage your visitors to take the next step. That will give them the push to make the decision and follow your call-to-action.
Do Reduce The User’s Anxiety
The bottom line is that we’ve all been burned before. We’ve signed up to a newsletter thinking we’d get one benefit, never received and now get peppered with e-mails daily. Or we’ve signed up for a service only to find out that the fees or commitment is different than originally presented. When formulating your call-to-action, you have to keep this in mind and find a way to ally your user’s apprehensions.
The best way to do this is to reassure your visitors that their time and energy will be well spent with you. Be transparent, be clear and be straight-up about how they will benefit. Make sure they are comfortable with your level of security by reassuring them that you will safeguard their private information.
Do Create A Sense Of Direction
Sometimes in life, we just need someone to point us in the right direction. When it comes to calls-to-action, that’s more important than you might think.
You’d be surprised at what a simple arrow can do. Some of the most successful calls-to-action use arrows to guide the user along. Whether it’s an arrow pointing to the call-to-action itself or arrows guiding the user throughout the process as they fill out forms. The idea here is to shift the eyes of the user to where you want them to look: the call-to-action.
If you feel that using an arrow is a bit tacky, you can also have a person of a human being looking at where you want your user to click. Studies have shown that if there’s an image of a human looking somewhere on your website, the user’s eyes will follow to it.
Instead of adding a picture of human looking right at you (or the user), make them stare at where you want your visitors to look.