The ROI Revolution Blog

Website Optimizer Wednesdays - Optimize Your Call to Action!

October 28, 2008

allbuttons.jpgNothing is more frustrating when browsing a web site, than deciding to purchase the product and having to hunt around to find out how to purchase the product! This is something that many web designers overlook when making decisions about the layout and design of their site.

Always remember that the call to action is probably the most important aspect of your page. It's the action your want your visitor to take when they visit your site. It could be anything from purchasing a product to filling out a contact form or signing up for a newsletter. Here are a few quick tips to increasing your conversion rate just by changing a few things about your call to action.

1. Location. Don't make your visitors hunt for your call to action! Place it somewhere on the page where it can be easily seen, preferably above the fold. Make sure it appears next to or within your main web page content, so once your visitor learns about your product or company, they are presented with your call to action right when they are ready to convert.

2. Size. Tests have shown that the bigger the button, the better it will convert. Although this may not always be true, make sure that your button is at least large enough to call attention to itself.

size.jpg

3. Color. Button color is not set in stone, and can vary from website to website. Most people think that specific colors convert better than others, but the most important thing about the color of your call to action is that it stands out from the page. For example, if you have a navy page background, make your button orange so it draws attention to itself!

buttoncolor2.jpg

4. Text. Don't use standard button text like "Submit" or "Send Info." Actually tell the visitor what they are about to do. Use text like: "Give Me Free, Instant Access!" or "Subscribe to the Widgets Newsletter." Different text will work for different situations, but never make the visitor feel that they are submitting their information without any direct benefit.

textbutton3.jpg

5. Testing. Most importantly, to find the best call to action for your site, you need to test. What works for one website may actually be hindering your conversions. Try different locations, sizes, shapes, colors, and text. The best way to find out what your visitors really want is to test different variations and let them tell you!

To help you test different calls to action, you can use a tool like Google Website Optimizer. Google Website Optimizer is Google's free testing tool that allows you to test different aspects of your website to continually increase conversion rates.

To learn more useful testing tips sign up for our Google Website Optimizer Training Series starting January 8th. This two session training series will encompass landing page principles, an intro to testing and advanced testing. Join us for the GWO Training Series!

Want more of Website Optimizer Wednesdays? Check out the rest of the series!

Exclude Internal Traffic from GWO | Optimize Your Call to Action | Landing Page Relevance | Choosing the Right Test Page | GWO and GA Renew Their Vows

If our experiences with paid search have taught us anything, it's that deliberate keyword lists, tightly structured accounts, and proven ads are only half of the equation. Intuitive landing pages tested with Google Website Optimizer experiments are just as essential for profitable PPC results. Learn more about how we maximize ROI from the search to the finalized sale.

Comments

Fahd said:

Another simple idea that can improve conversions is having multiple call to action buttons on individual item pages. Most online retailers and shopping cart systems have just the one add to cart button, albeit in a very prominent position. However, having an additional call to action button near the end of page content, for example after a lengthy product description, can make a difference. I'm not sure why more sites have not implemented additional call to action buttons.

November 1, 2008 7:19 AM

Matt Siesing, PPC Specialist Author Profile Page said:

@ Fahd
Yes, I agree. Having multiple calls to action on the page will help to increase your conversion rate. Thanks for your suggestion, and thanks for reading!

November 3, 2008 11:13 AM

ophir said:

A must read is the collection of 107 add to cart buttons :)

http://www.getelastic.com/add-to-cart-buttons/

Ophir

November 4, 2008 10:50 AM

Miami Computer Services said:

Good advice. Thanks.
Edith Capo

December 4, 2008 3:46 PM

sales contact management said:

Excellent info... Bigger buttons, brighter color, specifc call.

December 10, 2008 7:07 PM

Ruben Timmerman said:

I don't have a lot of experience with GWO, and I ave a simple question that I can't find the answer to. I want to test my call to action on my product pages, but I want to use all my product pages instead of just 1. This is because my products are all ordered once a week or so, and I have 5000+ of them. So testing just one will take me quite some time to get enough data o decide on the best call to action.

In GWO, you have to enter a URL for you test page and even if you put the script on all products, it will just use the data from the URL you've setup as test page.

So how can I use multiple URL's and treat them as one test page? By the way, the thank you page is actually treated the way I want: it just looks at where the script is placed and not at the actual conversion page URL you've put into your experiment. I know this because every product has it's own conversion page URL.

December 14, 2008 8:02 AM

Matt Siesing, PPC Specialist Author Profile Page said:

@Ruben:
You should be able to set up the test as a multivariate test within GWO and just specify one URL. As long all of the other product pages contain the same section script and the same tracking script it should determine the call to action for each of the product pages based on your variations within the GWO interface. Try that first and see if it works!

December 15, 2008 2:57 PM

Fahd said:

Another simple idea that can improve conversions is having multiple call to action buttons on individual item pages. Most online retailers and shopping cart systems have just the one add to cart button, albeit in a very prominent position. However, having an additional call to action button near the end of page content, for example after a lengthy product description, can make a difference. I'm not sure why more sites have not implemented additional call to action buttons.

November 1, 2008 7:19 AM

Matt Siesing, PPC Specialist Author Profile Page said:

@ Fahd
Yes, I agree. Having multiple calls to action on the page will help to increase your conversion rate. Thanks for your suggestion, and thanks for reading!

November 3, 2008 11:13 AM

ophir said:

A must read is the collection of 107 add to cart buttons :)

http://www.getelastic.com/add-to-cart-buttons/

Ophir

November 4, 2008 10:50 AM

Miami Computer Services said:

Good advice. Thanks.
Edith Capo

December 4, 2008 3:46 PM

sales contact management said:

Excellent info... Bigger buttons, brighter color, specifc call.

December 10, 2008 7:07 PM

Ruben Timmerman said:

I don't have a lot of experience with GWO, and I ave a simple question that I can't find the answer to. I want to test my call to action on my product pages, but I want to use all my product pages instead of just 1. This is because my products are all ordered once a week or so, and I have 5000+ of them. So testing just one will take me quite some time to get enough data o decide on the best call to action.

In GWO, you have to enter a URL for you test page and even if you put the script on all products, it will just use the data from the URL you've setup as test page.

So how can I use multiple URL's and treat them as one test page? By the way, the thank you page is actually treated the way I want: it just looks at where the script is placed and not at the actual conversion page URL you've put into your experiment. I know this because every product has it's own conversion page URL.

December 14, 2008 8:02 AM

Matt Siesing, PPC Specialist Author Profile Page said:

@Ruben:
You should be able to set up the test as a multivariate test within GWO and just specify one URL. As long all of the other product pages contain the same section script and the same tracking script it should determine the call to action for each of the product pages based on your variations within the GWO interface. Try that first and see if it works!

December 15, 2008 2:57 PM

Fahd said:

Another simple idea that can improve conversions is having multiple call to action buttons on individual item pages. Most online retailers and shopping cart systems have just the one add to cart button, albeit in a very prominent position. However, having an additional call to action button near the end of page content, for example after a lengthy product description, can make a difference. I'm not sure why more sites have not implemented additional call to action buttons.

November 1, 2008 7:19 AM

Matt Siesing, PPC Specialist Author Profile Page said:

@ Fahd
Yes, I agree. Having multiple calls to action on the page will help to increase your conversion rate. Thanks for your suggestion, and thanks for reading!

November 3, 2008 11:13 AM

ophir said:

A must read is the collection of 107 add to cart buttons :)

http://www.getelastic.com/add-to-cart-buttons/

Ophir

November 4, 2008 10:50 AM

Miami Computer Services said:

Good advice. Thanks.
Edith Capo

December 4, 2008 3:46 PM

sales contact management said:

Excellent info... Bigger buttons, brighter color, specifc call.

December 10, 2008 7:07 PM

Ruben Timmerman said:

I don't have a lot of experience with GWO, and I ave a simple question that I can't find the answer to. I want to test my call to action on my product pages, but I want to use all my product pages instead of just 1. This is because my products are all ordered once a week or so, and I have 5000+ of them. So testing just one will take me quite some time to get enough data o decide on the best call to action.

In GWO, you have to enter a URL for you test page and even if you put the script on all products, it will just use the data from the URL you've setup as test page.

So how can I use multiple URL's and treat them as one test page? By the way, the thank you page is actually treated the way I want: it just looks at where the script is placed and not at the actual conversion page URL you've put into your experiment. I know this because every product has it's own conversion page URL.

December 14, 2008 8:02 AM

Matt Siesing, PPC Specialist Author Profile Page said:

@Ruben:
You should be able to set up the test as a multivariate test within GWO and just specify one URL. As long all of the other product pages contain the same section script and the same tracking script it should determine the call to action for each of the product pages based on your variations within the GWO interface. Try that first and see if it works!

December 15, 2008 2:57 PM

Fahd said:

Another simple idea that can improve conversions is having multiple call to action buttons on individual item pages. Most online retailers and shopping cart systems have just the one add to cart button, albeit in a very prominent position. However, having an additional call to action button near the end of page content, for example after a lengthy product description, can make a difference. I'm not sure why more sites have not implemented additional call to action buttons.

November 1, 2008 7:19 AM

Matt Siesing, PPC Specialist Author Profile Page said:

@ Fahd
Yes, I agree. Having multiple calls to action on the page will help to increase your conversion rate. Thanks for your suggestion, and thanks for reading!

November 3, 2008 11:13 AM

ophir said:

A must read is the collection of 107 add to cart buttons :)

http://www.getelastic.com/add-to-cart-buttons/

Ophir

November 4, 2008 10:50 AM

Miami Computer Services said:

Good advice. Thanks.
Edith Capo

December 4, 2008 3:46 PM

sales contact management said:

Excellent info... Bigger buttons, brighter color, specifc call.

December 10, 2008 7:07 PM

Ruben Timmerman said:

I don't have a lot of experience with GWO, and I ave a simple question that I can't find the answer to. I want to test my call to action on my product pages, but I want to use all my product pages instead of just 1. This is because my products are all ordered once a week or so, and I have 5000+ of them. So testing just one will take me quite some time to get enough data o decide on the best call to action.

In GWO, you have to enter a URL for you test page and even if you put the script on all products, it will just use the data from the URL you've setup as test page.

So how can I use multiple URL's and treat them as one test page? By the way, the thank you page is actually treated the way I want: it just looks at where the script is placed and not at the actual conversion page URL you've put into your experiment. I know this because every product has it's own conversion page URL.

December 14, 2008 8:02 AM

Matt Siesing, PPC Specialist Author Profile Page said:

@Ruben:
You should be able to set up the test as a multivariate test within GWO and just specify one URL. As long all of the other product pages contain the same section script and the same tracking script it should determine the call to action for each of the product pages based on your variations within the GWO interface. Try that first and see if it works!

December 15, 2008 2:57 PM

Fahd said:

Another simple idea that can improve conversions is having multiple call to action buttons on individual item pages. Most online retailers and shopping cart systems have just the one add to cart button, albeit in a very prominent position. However, having an additional call to action button near the end of page content, for example after a lengthy product description, can make a difference. I'm not sure why more sites have not implemented additional call to action buttons.

November 1, 2008 7:19 AM

Matt Siesing, PPC Specialist Author Profile Page said:

@ Fahd
Yes, I agree. Having multiple calls to action on the page will help to increase your conversion rate. Thanks for your suggestion, and thanks for reading!

November 3, 2008 11:13 AM

ophir said:

A must read is the collection of 107 add to cart buttons :)

http://www.getelastic.com/add-to-cart-buttons/

Ophir

November 4, 2008 10:50 AM

Miami Computer Services said:

Good advice. Thanks.
Edith Capo

December 4, 2008 3:46 PM

sales contact management said:

Excellent info... Bigger buttons, brighter color, specifc call.

December 10, 2008 7:07 PM

Ruben Timmerman said:

I don't have a lot of experience with GWO, and I ave a simple question that I can't find the answer to. I want to test my call to action on my product pages, but I want to use all my product pages instead of just 1. This is because my products are all ordered once a week or so, and I have 5000+ of them. So testing just one will take me quite some time to get enough data o decide on the best call to action.

In GWO, you have to enter a URL for you test page and even if you put the script on all products, it will just use the data from the URL you've setup as test page.

So how can I use multiple URL's and treat them as one test page? By the way, the thank you page is actually treated the way I want: it just looks at where the script is placed and not at the actual conversion page URL you've put into your experiment. I know this because every product has it's own conversion page URL.

December 14, 2008 8:02 AM

Matt Siesing, PPC Specialist Author Profile Page said:

@Ruben:
You should be able to set up the test as a multivariate test within GWO and just specify one URL. As long all of the other product pages contain the same section script and the same tracking script it should determine the call to action for each of the product pages based on your variations within the GWO interface. Try that first and see if it works!

December 15, 2008 2:57 PM

Fahd said:

Another simple idea that can improve conversions is having multiple call to action buttons on individual item pages. Most online retailers and shopping cart systems have just the one add to cart button, albeit in a very prominent position. However, having an additional call to action button near the end of page content, for example after a lengthy product description, can make a difference. I'm not sure why more sites have not implemented additional call to action buttons.

November 1, 2008 7:19 AM

Matt Siesing, PPC Specialist Author Profile Page said:

@ Fahd
Yes, I agree. Having multiple calls to action on the page will help to increase your conversion rate. Thanks for your suggestion, and thanks for reading!

November 3, 2008 11:13 AM

ophir said:

A must read is the collection of 107 add to cart buttons :)

http://www.getelastic.com/add-to-cart-buttons/

Ophir

November 4, 2008 10:50 AM

Miami Computer Services said:

Good advice. Thanks.
Edith Capo

December 4, 2008 3:46 PM

sales contact management said:

Excellent info... Bigger buttons, brighter color, specifc call.

December 10, 2008 7:07 PM

Ruben Timmerman said:

I don't have a lot of experience with GWO, and I ave a simple question that I can't find the answer to. I want to test my call to action on my product pages, but I want to use all my product pages instead of just 1. This is because my products are all ordered once a week or so, and I have 5000+ of them. So testing just one will take me quite some time to get enough data o decide on the best call to action.

In GWO, you have to enter a URL for you test page and even if you put the script on all products, it will just use the data from the URL you've setup as test page.

So how can I use multiple URL's and treat them as one test page? By the way, the thank you page is actually treated the way I want: it just looks at where the script is placed and not at the actual conversion page URL you've put into your experiment. I know this because every product has it's own conversion page URL.

December 14, 2008 8:02 AM

Matt Siesing, PPC Specialist Author Profile Page said:

@Ruben:
You should be able to set up the test as a multivariate test within GWO and just specify one URL. As long all of the other product pages contain the same section script and the same tracking script it should determine the call to action for each of the product pages based on your variations within the GWO interface. Try that first and see if it works!

December 15, 2008 2:57 PM

Fahd said:

Another simple idea that can improve conversions is having multiple call to action buttons on individual item pages. Most online retailers and shopping cart systems have just the one add to cart button, albeit in a very prominent position. However, having an additional call to action button near the end of page content, for example after a lengthy product description, can make a difference. I'm not sure why more sites have not implemented additional call to action buttons.

November 1, 2008 7:19 AM

Matt Siesing, PPC Specialist Author Profile Page said:

@ Fahd
Yes, I agree. Having multiple calls to action on the page will help to increase your conversion rate. Thanks for your suggestion, and thanks for reading!

November 3, 2008 11:13 AM

ophir said:

A must read is the collection of 107 add to cart buttons :)

http://www.getelastic.com/add-to-cart-buttons/

Ophir

November 4, 2008 10:50 AM

Miami Computer Services said:

Good advice. Thanks.
Edith Capo

December 4, 2008 3:46 PM

sales contact management said:

Excellent info... Bigger buttons, brighter color, specifc call.

December 10, 2008 7:07 PM

Ruben Timmerman said:

I don't have a lot of experience with GWO, and I ave a simple question that I can't find the answer to. I want to test my call to action on my product pages, but I want to use all my product pages instead of just 1. This is because my products are all ordered once a week or so, and I have 5000+ of them. So testing just one will take me quite some time to get enough data o decide on the best call to action.

In GWO, you have to enter a URL for you test page and even if you put the script on all products, it will just use the data from the URL you've setup as test page.

So how can I use multiple URL's and treat them as one test page? By the way, the thank you page is actually treated the way I want: it just looks at where the script is placed and not at the actual conversion page URL you've put into your experiment. I know this because every product has it's own conversion page URL.

December 14, 2008 8:02 AM

Matt Siesing, PPC Specialist Author Profile Page said:

@Ruben:
You should be able to set up the test as a multivariate test within GWO and just specify one URL. As long all of the other product pages contain the same section script and the same tracking script it should determine the call to action for each of the product pages based on your variations within the GWO interface. Try that first and see if it works!

December 15, 2008 2:57 PM

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