Optimizing Call to Action for Improved Landing Page Performance

You spent a huge budget on PPC and finally your website is getting good amount of targeted traffic. But wait for a moment and see if your visitors donʼt know what to do, you have lost it all!

Well, your call to action, or CTA, is the primary element that lets your conversion goals be achieved. And so you need to follow some landing page optimization best practices to make this happen.

Your call to action depends on the goal, i.e. purchasing a product, subscribing to a newsletter, calling you on the phone, downloading an ebook or whitepaper, watching a demo or requesting information and so on. However, there are some common ideas on the basis of which you can write effective call to actions.

Here it goes:

• Make your CTA(s) clear and unambiguous
• Donʼt promise one thing and then deliver something else.
• Allow the CTA room to be expressive visually. 
• Use a Vibrant text color that makes the CTA prominent with the background color.
•  Create a high contrast between the CTA and surrounding elements to assert it’s dominance.
• Keep it where it can be seen more. 
• Repeat CTA variations if you have a long page, i.e. in the begining, mid and at the end.
• Personalize/localize the call to action.
• Donʼt place offers or navigation on the page that could let the users do something else. 

Take your time to work on your CTAs, test variations and see the results!