Why Isn’t Anyone Clicking My Call-to-Action?
Your landing pages are built around a call to action (or CTA). You want people to a) find you, and b) take action. You want to maximize every visit to your website or landing page. So if your CTA button isn’t getting enough attention, it’s important to figure out why.
We have some troubleshooting tips for you if you’re struggling to get clicks on that CTA button. Here’s a checklist to get you started.
(This article is illustrated by Ron Swanson from Parks & Rec, representing your toughest conversion, probably ever.)
Let’s do this.
Design Issues
Hiring an experienced web designer is key. Your webpage needs plenty of white space and the right visual elements to draw attention to your CTA button. Design is absolutely critical to the effectiveness of your call to action.
Is your website designed to draw attention to your CTA? Or is that important button lost in a busy design or heavy wording?
Is your website optimized for mobile?
Is your website full of banner and pop-up ads? Intrusive ads on your website decrease visitor trust and their likelihood of taking the desired action.
Does your website look good? Visitors are less likely to get excited about the value of what you’re offering if you present outdated or ugly landing pages.
Is your page filled with distracting or straight-up annoying pop-ups and videos set to autoplay? That could get in the way of your call to action, and frustrate your visitors.
Do you have a high bounce rate? If your site isn’t retaining visitors, you need to learn why. In a future post, I’ll share some of the top reasons visitors might be leaving your site.
Communication Issues
Is your call to action obvious? Don’t be the guy who shares tons of great info but fails to communicate they also offer a product.
Is your CTA button big enough? Hubspot recommends 225px by 45 px!
Does your copy contain grammar/spelling errors? Poorly written content diminishes trust. If you aren’t presenting a quality site, people aren’t going to trust the quality of your product or service. Use proofreading apps or hire a copywriter.
Is your content purposeful? Every sentence on your landing page should drive your viewer to conversion. Communicate quickly that you recognize the problem and offer a solution. Then show them the next step: your call to action. Use the Five Second Test tool to find out how effectively you are communicating with viewers.
Are you clearly communicating urgency and uniqueness? Create copy that shows why you are different than your competitors, and why customers need to act now.
Is your content skimmable? Give visitors the ability to skip your content for key points instead of presenting an intimidating block of unbroken text.
Are you using the right language for your CTA? HubSpot has 16 great formulas.
Does your site feel safe or scammy? Visitors today are increasingly savvy and know how to look for a site that is credible and safe. Communicate that your website is reliable.
Have you updated your social media accounts? Many buyers check social media accounts before they make a purchase to gauge how active a business is. Infrequently updated feeds create a feeling of slow momentum and could suggest poor customer service. Keep your feeds current so users know you’re active.
Market Research Issues
Did you conduct any user testing? Don’t just guess what’s going on from a user’s point of view; find out how readable and effective your landing page actually is.
Is your CTA button above the fold? One study revealed an over 300% conversion increase when the CTA was above the fold.
Is your CTA button below the fold? Unless the info above the fold is compelling enough to keep your viewers scrolling, you’re gonna lose those leads.
Is your landing page geared to the right people? Tailor your website to the right traffic. Identify your target audience and spend thought time developing landing pages crafted for the right buyer personas. Here’s an article by Digital Third Coast to help.
When was the last time your revisited your wording? The call to action that worked a year and a half ago may not be your best bet anymore.
Is your threat level proportionate to your user’s interest level? You need to walk your users down the path to conversion. If you ask for a phone number right off the bat, for example, you could lose a lead that would have given you an email address if you’d paced your marketing correctly.
Tech Issues
Not only does Google take load time into account for SEO purposes; improperly optimized pages with too many elements and uncondensed images can cause you to lose website visitors and waste valuable opportunities for conversion. Web developers refer to the golden 4-second rule: You have just four seconds before a visitor gives up on waiting for your site to load and leaves. Use the Pingdom Website Speed Test to check your website load time.
Did you choose the cheapest possible hosting and you’re constantly suffering the consequences? May be time for an upgrade.
Did you create your website with tons of pretty images and fancy effects that either take forever to load or have to be downloaded?
Does your website use custom fonts that must be downloaded?
Go Forth & Conquer.
So now you have what you need to start brainstorming ways to make your landing pages better. An effective landing page is clean, readable, CTA-centric, and geared to the right audience. If you need some help developing your marketing strategies, as always myself and my team at Go West Marketing are here for you with solutions. Go get ‘em.
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