In this presentation, we will look at how important CTAs are for landing pages. Let us kick it old school, shall we! You announce a 30% discount in the papers (the digital counterpart would be your PPC campaign). People come swarming in to your emporium (going too far back, am I?). However, without proper cues guiding the visitors’ actions, what will be the result? More Bounces!
Check out the image in the presentation: Though there is a signpost for the 30% Discount Sale, people coming from the opposite direction might miss it entirely. Maybe a banner at the shop entrance saying 'Come In to get 30% off on Groceries' would have helped bring in more traffic.
In case of your landing page too, the visitors would bounce off to someone else’s website, if your CTAs are confusing. In newspaper ads, there was the advantage of onetime cost, but in PPC campaigns, you pay every time a visitor clicks your ad.
Therefore, marketers, time for a big kibosh to poorly designed and copy edited CTAs. This is how you can stop wasting those clicks:
How to create Landing Page CTAs that work?
1. "It is all about the Placement"
I know it’s getting old, but seriously, some clichés are clichés for a reason (another cliché, I know): This is one of them. Can it get any simpler than:
a) Keeping it above the fold, and
b) Keeping from shoving it right in the face of your visitor
without any prior context.
2. Keep a CTA below the fold as well
3. Make it stand out
4. Let it flow, people
5. Nobody likes a liar
6. Design, design
7. One thing sums it all: Content
8. Be proactive; reassure the visitors
9. Secondary CTA
10. A/B Testing
These were our suggestions on how to create landing page CTAs optimized for conversion. If you have some ideas of your own that worked for you, please let us know.