As marketers, we all know the importance of placing an effective call-to-action button on our websites. CTAs can help persuade your visitors into whatever action you want them to do after they’ve seen what your site is all about. But have you ever thought about what makes them so effective? Probably not, but the answer is quite simple: Psychology.
Wondering why some call-to-actions are not convincing and some can attract people in a heartbeat? Well, it’s because the most effective calls-to-action are using basic psychology. If you are wondering what these psychological techniques are, you can use some of these methods in your calls to action to turn any visitor into returning customers.
Let’s say, for instance, you just happen to read about an online marketing tool that can help turn your business into a profit-producing juggernaut. Now, who doesn’t want that, right? So you check this website out, and soon enough you already find yourself paying for their all-year-round premium subscription. Are you wondering what convinced you to visit that website and buy their goods? It was their call-to-action method that effectively pushed you through the entire buying process.
Sure, you can call these methods sneaky, but if you’re not hiding anything from your customers, then I don’t see anything bad about persuading them to purchase what you offer. When done right, your call to action will reward you with more visits, more sales, and more sign ups.
Is Your Call To Action Compelling Enough?
There are millions of websites on the internet, with each asking users to make specific actions. With an effective call-to-action, you can have your visitors buy your product; read more about what you offer, or even give their personal information. Whatever you do, just remember that you won’t convince anyone to give something from them unless you give them a good reason to do so.
Fortunately for you, creating a compelling call to action isn’t as hard as what most would think. All you need to know is a little bit of psychology. With that being said, here are seven psychological ways you can do to make your call to action a lot more compelling.
7 Psychological Methods for an irresistible Call to Action
1) Incorporate Repetition throughout your Page
Our brains are programmed to scan any material for patterns that can help it analyze and process information faster. You can take advantage of the brain’s natural tendency to look for repetition by making a repetitive CTA. Use a recurring phrase to keep reminding your user about your call to action.
For instance, if you want people to register for whatever your business might be, incorporate the phrase “Register Now” throughout your page. Use the phrase on both the header and the body of your content, and finally on your primary call-to-action button. By doing this, any user’s brain has correlated already to the action of registering by the time they reach your main call-to-action.
Take the website of leading landing page builder and lead generation tool, Leadpages, as a good example. They may not be repeating any phrase, but as you can see in the image above, Leadpages incorporates a lot of action buttons, all correlating to one action, which is to acquire their services. This is also a good example of using repetition.
Another thing you can do is make your targeted SEO keyword as your recurring phrase. This is effective for a particular user who will type your keyword as they will keep seeing it from your title, your Meta description, and all over your page, all the way until they reach your call to action. Even if the user hasn’t reached the end of your page, his brain has already begun connecting your page with the phrase he searched. For this reason, he will more than likely click your call-to-action button.
2) Provoke a Sense of Urgency
Have you ever noticed why every online retailer like Amazon and eBay make their sales sound like an emergency? Well, there’s a reason why they are doing this. Certain words and phrases that stimulate the feeling of missing out can prompt users to act fast and make a decision.
This is why ads with phrases like “limited-time offers,” or “until supplies last” are ubiquitous. Most users seeing these phrases are more than likely going to buy you product or acquire your services since they are afraid they are no longer able to purchase the next day. Other phrases that create a sense of urgency also include “last chance,” “offer expires,” and “going fast.”
This technique emphasized the scarcity of your product, which will somehow force the user to click your action button before your deal is gone. This method is also the reason why most CTA buttons have the word “now.” For that reason, we can also conclude that most CTA’s are incorporating this method.
3) Focus on a Benefit
Every time a user looks through the features of your service or product, what’s constantly on their mind is the question, “what’s in it for me?” Probably the biggest mistake that some marketers make is they focus more on conveying the features, and not the benefits that these features can provide. This is an error that needs to be corrected. If you concentrate on answering the question “what’s in it for me?” you can gain a much higher conversion rate.
From a psychological standpoint, people aren’t really attracted to the product. They are more concerned about what that product can do to benefit them. Focus more on conveying how your product can save time, money, or solve problems for the user. Once you’ve determined the benefit of your product, you can then include it in your call to action.
Instead of the phrase “get our time management app,” why don’t you replace it with “never be late again” instead? The same goes for a call-to-action button that says “save 10 hours off your work per week” rather than a bland “read our time-saving guide.”
4) Lessen the Risk
Who doesn’t love high-value products and services that guarantee zero risks? If you want to attract more customers and sales, you should use money-back and no-obligation methods. Minimizing the risk will remove any doubts and hesitations during the buying process and will encourage users to either sign up or to make a purchase.
Make sure your sales pages and CTA will make it clear that it emphasized a risk-free buying procedure. Incorporate phrases like “no obligation,” “money-back guarantee,” or just simply “100% risk-free” on your CTAs or the page that leads to it. Also, don’t neglect the power and influence of the word “free.” It’s arguably the most persuasive word for any user and will help you get more clicks.
Always remember that the lesser risk you can guarantee, the more chances that users are going to click your CTA button. Also, telling them something that is free will also trigger them to make a move immediately.
5) Choose the most appropriate Colors
With the absence of any physical interaction, the only sense of communication involving you and your potential audience is text, audio, and visual. Since visual stimulation also plays a significant role in persuading your visitors, using the most appropriate color is going to be crucial.
Simply choosing which color you will incorporate on your page and your call to action can already give an impression on your potential customers. Certain colors can instantly invoke trigger an emotional response in humans, along with transmitting information subconsciously. For example, the color black associates with sleek elegance, the color pink resembles femininity, and green will always mean “Go.”
Since you can only communicate with your visitors through text, sound, and visuals, you need to use a particular color that will help in persuading users to click your CTA button.
Make sure you choose an appropriate color for both your web page and your call-to-action button. First, do research on which color best resembles your website. Then add an appropriate color on your call to action button. We’ve already done this research for your convenience.
In our research, the colors Red, Green, and Orange or Yellow are the best colors for your call-to-action buttons. The colors Black, White, and Brown, on the other hand, are the worst for call-to-action buttons. The reason is that is that these colors can make your call-to-action hard to spot. If users are unable to locate your call-to-action button, the less likely they will be clicking on it. Also, avoid the color gray since it’s the default color for any inactive button or field.
6) Determine the Right Timing to Ask
At this moment, we have already covered how to ask your visitors to click your call-to-action psychologically. Now is the time that we talk about when you should be asking them to click your CTA. Right timing is crucial, as it will be the time where your potential customers are very much ‘aroused’ with what you have to offer. However, you should also know that there is actually no right timing and that you can actually create your own right timing, which is by constructing an effective buying process.
First, you should get your visitors warmed up with what you have to offer by introducing what you have to offer, along with conveying the benefits (step 3). Then you can follow it up with a welcome mat before they head to your main CTA button. A Welcome Mat is a full-page call to action where above the fold is the very first area you see when you visit a particular website. The images below are examples of welcome mats from Pro Blogger and Backlinko.
Welcome mats will give users an idea of what they are getting. You should incorporate welcome mats whenever possible.
7) Keep Everything as Simple as Possible
You also need to bear in mind that the more people on the internet are always in a hurry, which means giving them more options is not an option – no pun intended. Though it is a good practice to follow up your primary call-to-action with another one, it isn’t a good idea to follow it up with several more CTAs.
The best solution to this problem is just by making things as simple and direct as possible for your customers. Don’t make life too complicated for them. The last thing you want to happen is your visitors experiencing decision paralysis when they are on your site, resulting in them not making any appropriate action in the end.
Your primary call-to-action should be visible immediately when the site finishes loading. Check if there are any other distracting elements on your page and change or remove them altogether. Ultimately, just make sure you have a primary and secondary call-to-action. Anything more will result in zero conversion almost all the time.
These seven call-to-action techniques use basic psychology, so it shouldn’t be that hard to pull off. Studying the nature of how people think is crucial in persuading them to do a particular action. Again, it’s sneaky and very manipulative, but if you do it in the most righteous and honest way, there’s really no reason for you not to do it. Implement these steps now, and your content and call-to-action button will be a lot more appealing than before. More importantly, it will turn any random visitor into a regular returning customer.