By David Holland

February 22, 2017


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Structure and Design of a Call-to-Action that Brings Revenue

Just like anything else in campaign material, a call to action (CTA) has the promise to bring in better conversion or otherwise. Results depend on how you effective you can be when it comes to the copy, design and structuring. Ready to get Revenue? 

So what is a call to action?

A call-to-action is made up of three core works: visual, usability and copywriting. The design has to be captivating, the copywriting has to be persuasive and usability has to be as perfect as possible.

There are two kinds 2-types of calls-to-action commonly used: BUTTONS and LINKS.

Link CTAs are common to text-based materials. Email marketing that practices text-based campaign utilized links for calls-to-action. Blue is considered to be the safest link colours by designers but depending on the overall “feel” of the campaign, you can choose another colour to unify the text with other elements. Underlines are also commonly used for CTAs. Rule of thumb: don’t use blue colour or underline for texts without hyperlinks.

Button CTAs are analysed to bring better conversion and sales compared to link CTAs. Buttons are used on shopping carts, sign-up forms, payment pages, newsletters, landing pages, e-commerce sites, among others.

Make the most of CTA buttons

First and foremost, the CTA button has to look clickable. Let your buttons resemble to physical buttons. That way, it’s easier to recognize and you retain visual cues that it’s something clickable. Flat buttons still work but according to some marketing studies, changing CTA button design to 3D can increase click to 416%.

Harmonize colours of your CTA buttons with the entirety of your campaign material. If you were to use two hues, utilize complimentary colours on the colour wheel for higher visual impact and guaranteed attraction

As for sizes, call-to-action buttons have to be big enough to get noticed easily but should not overwhelm the overall design. Ideally, the calls to action has to be the biggest button in your marketing material. Contrast colours will make small buttons stand out more. Keep in mind that the colour use has to command attention without overpowering the design

Strategic CTA placement

The right places should be easy to spot within a page. Do not use too many buttons as that’s not only annoying but also ineffective.

Designers suggest that the best placement for calls-to-actions are top, above the fold and low, below the fold. The bottom of a page could also make use of a call-to-action depending on the length of the reading. Short reads where people are likely to scroll down must have CTA buttons at the bottom.

Sidebar calls-to-actions work best for online pages such as blogs where you have a dedicated subscription buttons. Placing the form and CTA at the right side brings more conversion than left side placed calls-to-actions.

Use white space strategically. The more white space there is the more attention is drawn and it clears up the noise within the page.

A/B test structure and designs

Details and colours do matter in calls-to-actions. Experiment through different design approaches and use Infusionsoft to analyse results.

With Infusionsoft, you can do A/B testing for your calls-to-actions and measure their efficiency accordingly.

When the design is still not giving you the results you expected, re-experiment and do multivariate testing (a/b/c/d) where you can create four variables of design to find the most effective calls-to-action for your campaign

Learn about more about CTA testing and on our next article also we have a free ebook available. Click Here to view it.

About the author

Nice bloke with practical ideas. Former Procter & Gamble, Kraft and IBM sales and marketing executive. Became a business owner 20 years ago. Started multiple businesses including EXELA which is the most successful Keap® & Infusionsoft™ reseller in the EMEA region.

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