As a small business, you’d like it if your calls-to-action to be as effective possible. After all, it’s hard to get new business if nobody clicks through to your products or your store. But actually appealing to visitors on a visual level is a tricky business.
In order to maximise conversions, you’ve got to blend usability with design. Here are some design principles to help you turn visits into conversions.
Put Call To Action Inside A Container
The whole point of your web pages is to turn visits into sales. That means that every element on the page should be constructed with that goal in mind. The most important element of any web page is, therefore, the call to action. Your other elements, like headers, text and footers, are just the supporting cast.
As a result, your focus should be on making your call to action really “pop.” The best way to do this is to put it inside some sort of container that separates it from the rest of the page. This can be in the form of a button that is distinct. Or it can be in the form of a border that neatly separates it from the rest of the content.
Doing this helps make it immediately apparent to customers what is expected of them. There shouldn’t be any doubt that the way to buy your product is to click through on a certain icon.
You can also do “the squint” test to see if your call to action really stands out from the rest of your page. Squint your eyes and ask yourself; is the call to action still obvious? Ideally, it will be. Mailchimp.com has some good examples.
Use Directional Cues
Arrows are a great way to direct people around pages on your site. They’re unobtrusive, but at the same time, guide their eyes to the part of the page that’s most important. Often they’re used to direct customers on pages where there are a lot of options.
Use Contrast Psychology And Color Theory
Sites like www.riveronline.com offer expertise in maximising conversions. But how do they do it? One of the ways that they do this is to make use of colour theory. It turns out that the colours you use on your web page dramatically affect the customer experience. Yellow, for instance, is associated with optimism and youthful exuberance. It’s often used to grab the attentions of passers-by and window shoppers. Green, on the other hand, is relaxing and associated with money. Black is good for creating a sense of prestige and professionalism.
The colours you choose to complement your product can have a significant impact on purchasing decisions. According to statistics, 85 percent of customers said that colour was the main reason why they chose to buy a particular product. And when it came to marketing a new product, 93 percent ranked visual appearance as the most important.
But it’s not just about the colours themselves. It’s how they contrast with their backgrounds. A yellow call-to-action button on a grey background image is striking. A yellow button on a white or bright orange background isn’t.