What to write in the text call-to-action on the site?
Practically on any commercial site, whether it be a corporate portal, an online store or a modest site like a “business card”, visitors have a so-called call-to-action – a call to action. Most often, call-to-action is presented in the form of a button, while the text of the call may be different. To make the conversion of the button as high as possible, when creating a site, it is important to choose the right call-to-action text.
Any visitor, depending on the type of site and the purpose of his visit, usually has to perform some action: buy a product, order a service, subscribe to a newsletter or request a call back. This so-called targeted action is what visitors are attracted to the site for. And the more visitors perform the desired action, the higher the conversion of the site will be, which means the more efficient the site will perform its tasks.
Call-to-action (CTA) – a call to carry out the target action. Its text should meet several important usability requirements at once. For example, it must be clearly interpreted, it must correspond to the description or title in the application form, and it must also correspond to the target action itself.
Depending on the theme of the site or even the theme of a particular page, the text of the CTA may be different. But more often than not, the entire variety of CTA variants can be conditionally divided into several main groups (models) with similar characteristics. For example, popular call-to-action models are as follows.
Verb + Profit Model
This call-to-action model is very simple and at the same time comprehensively understandable for visitors: they see what needs to be done and see what benefits they can get. Examples of call-to-action text: “Get a free consultation”, “Get money”, etc.
I want to know model
This model works in cases where the transaction requires taking into account a number of individual parameters, for example, in the case of B2B sites. Examples of call-to-action text: “Find out more”, “Find out the conditions”, “Find out wholesale prices”, etc.
Model “get a selection”
When the user as a result needs to be offered not one but several options at once, this should be reflected in the text of the call-to-action. Typically, such versions of call-to-action are typical for the websites of travel agencies or operators, where after entering data about the direction and time of travel, the system selects the appropriate tours.
Free Value Model
If an expensive product or service is offered on the site page, few visitors will decide to immediately make a purchase or order if they have no idea what features the product or service has. In this case, some free value is offered in the text for call-to-action. Examples of text: “Sign up for the first free lesson”, “Free test drive” and the like.
Which version of the call-to-action text is better?
Each site is individual, and therefore the call-to-action text must be individual – there is no universal formula for success. For example, if we are talking about a typical online store, then in this case the call “Buy” or “Order” (if the goods are made or brought to order), though banal, but it justifies itself. But if you need to create a call-to-action for a site selling, say, some complex aluminum structures, then a direct hint of sale can scare away potential customers and you need to use a “softer” appeal, say, “Calculate the cost”, “ Order free measurements “, etc.
By the way, when developing pages with a call to action, it is important to remember that only 1 call-to-action should fall on 1 page. In extreme cases, you can place 2 call-to-action on the page, but they must be at a considerable distance from each other. Otherwise, it can confuse visitors, and instead of clicking at least one of the buttons, they may not press a single button at all.
So that the conversion of the site or individual pages is high, you need to pay considerable attention to the compilation of each text for call-to-action. However, this cannot be said to be the only factor affecting the conversion rate. In fact, there are a lot of similar factors, and the influence of each of them can be very significant. For example, even the color and location of a call to action button can play a role in turning website visitors into customers or company customers, so you should not lose sight of everything, even the smallest details.
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