It Isn’t Visible
Making your CTA button visible doesn’t mean making it big and loud. Prospects land on your page because they are attracted by your content, not your flashy CTA buttons. If you want to draw their attention to the CTA button, the best way to do it is with thoughtful placement. Where will their eyes be drawn? Do you get more conversions by placing the CTA in the header? At the end? Maybe in a sidebar? It may take some testing to find what works best, but the ROI will be worth it.
It Looks Bad
Website aesthetics count for quite a bit, so your call to action shouldn’t be an exception. Your audience has to navigate a seemingly endless stream of content every day, and they are considering every detail to ease their decision-making. If your button doesn’t look appealing, then they will most likely ignore it. Try testing different colors, fonts or shapes to see which one performs the best.
How to Improve Your CTA’s
All is not lost! There are a few things you can do to make your CTA button more effective:
- Make it obvious your text CTAs are clickable. Sometimes you don’t know a text link is a text link until you accidentally scroll over it.
- Write brief, compelling CTA copy. It’s always best to be direct with your CTA text. Tell them exactly what to expect when they click.
- Place your CTA’s carefully. Choose a focal point on the page that will receive a lot of views.
- Use words that convey the notion of time to create urgency.
- Give them an incentive to click, such as a free trial, a discount or a premium content offer.
- Test it before you launch it. It’s really not an exact science, so it’s best to test a couple of versions on a smaller scale and work from there.
This article was originally posted by Ironmark at http://blog.ironmarkusa.com/why-is-no-one-clicking-cta