While we all try to control the big things to improve the conversions of our site, it’s often the little things that make the biggest difference.
Optimizing the order button isn’t very high on most marketers’ to-do list, turns out, it’s one of those high leverage points that can quickly increase the ROI and give you the most bang for your buck. Time and money spent in learning and optimizing your ‘call-to action’ buttons would reward you tenfold in terms of more opt-ins, more sales and more revenues.
Here are 5 ways that you can tweak and optimize your call to action buttons and bump up the response.
1. Make It Stand Out
Our eyes are wired to spot the contrast, the difference between things. When presented with a choice our eyes will land straight on the thing that shines the brightest and stands out compared to its surroundings.
This makes sense from an evolutionary perspective – back when we were running around in the jungle – because in those times, failure to spot an animal meant death. Your death and the death of your family. You had to be quick to spot it, or perish. Even though we’ve come a long way from living in the jungle to living in concrete cubicles, our brain still has one foot in the jungle.
This is why tiger is the most successful predator (blends in the grass) and this is why bees prefer the most contrasting flower first and this is what all fashion advice is based on.
Make your opt-in box stand out from the rest of the page by making it a touch bigger and adding more contrast (Blue and White; Green and Black work best). This not only attracts the eyes but has proven, time and time again, to increase conversions.
Take a look at a couple of examples:
Keeping everything identical and making just one change – making the button a little bit bigger – bumped the response up by 10.94%.
But you have to use a little bit of caution when playing with size as bigger doesn’t always translate into higher conversions. There is a limit to how big it can get before it reaches the point of diminishing returns. And that point is when the button starts to overshadow the rest of the copy and takes away from the main elements of the page.
Here’s what I’m talking about:
Find your sweetspot by testing. Let the audience tell you what they like and what they don’t.
Okay, on to the contrast now:
Reducing the contrast of the copy decreased the conversion by 18.01%. The reason is simple, reducing the contrast makes it harder to read the text and visitors are less likely to click to something they can’t read clearly.
You can’t go wrong by sticking to simple colors with the highest contrast.
2. Reduce Clutter
While we may be think that having more options makes it easier to make decisions because you can see what’s out there and make a more informed decision, but research has proved otherwise.
Barry Schwartz in his book ‘The Paradox Of Choice – Why More Is Less’ argues that increasing options actually makes it harder to make a decision and reduces the satisfaction that stems from making a good choice.
The more choice that we present ourselves, and our customers, with the less the probability of a decision being made. All the options can actually lead to information overload and reduce the possibility of a finalized decision being made.
Instead of hammering your prospects with choice, eliminate them.
On your website, narrow down the options give your audience the two or three most relevant options and help them in arriving at a decision.
On your sales page this means eliminate all distractions and competing calls to action. Which means that the opt-in box for your newsletter will not be in the same area, or the same page as your order button.
You want to streamline the sales process by giving them reasons to buy and eliminating all avenues where they can possibly get distracted.
One thing at a time.
Simplicity is the key.
Take a look at this:
This is a perfect example of trying to do too much at once…appealing to too many people, offering too many options and lacks the elements that anchor the user attention and get them to go down a certain road.
Now, this is the new version after a little bit of optimization:
If you can’t spot what was done here, I’ll zoom in and let you see the difference:
It narrows down the options and presents the user with a definite path to take. First, Men Or Women and then ‘Cycling’ and ‘Running’ completely taking ambiguity out of the equation. De-clutter your site and present the
viewer with a definite road of action to decrease bounce rate and increase conversion.
3.Use unconscious Triggers
Well, it goes without saying, but make your order button look like a button.
Some folks get carried away and add copy to their order button making it look like a big box of text. All this does is confuses people. They don’t know what to expect and what will happen once they click.
Look, people have been ordering stuff online for more than a decade now. Amazon and eBay prove this. People have built up unconscious associations of how an order button ‘should’ look like. Why try to re-invent the wheel? Why not use that and make it easier for people to order?
A simple rectangular button with a contrasting ‘Order Now’ or ‘Proceed To Checkout’ written on it works better than a circular order button with fancy graphics. This isn’t the place to be cute. Use proven techniques, make the sale and get it done with.
Here are some color combinations and the ‘subconscious signals’ they send:
And some proven call to action buttons that you can use in your marketing. The actual color that you chose to go with will largely depend on the color scheme, design and layout of your site.
We always use the table above for launches. Take a look at the buy button we used for our last launch – VidSplash:
The red color generates a sense of urgency and coupled with a price that is a bargain, makes for sales….
….has been working wonders here and would work for you if you use this strategy.
Killer Tip: Keep a watchful eye on how sites that are converting use their order buttons. (Go to the marketplace of clickbank.com and checkout the sales pages of the high converting products, the ones with the highest ‘gravity’, and try to model after them.)
You can even have different copy on these buttons rather than it saying ‘Click here’, but more on that later.
4. Add Checkout Buttons at Top and Bottom
I can’t remember the number of times that I have struggled to find the order button on a page. The 5 thousand word sales pitch convinced me in the headline itself and I had to scroll all the way to the bottom to find the order button.
Having 1 order button makes it hard for the user to order, especially if they’re already sold on the idea/product and can’t wait to get their hands on it.
Delay might means a lost sale. Why not cash in when the iron is hot?
Instead of having one call to action at the bottom, have another order button at the top. This gives the user one more avenue to give you money…..exactly what you want, right?
And again, Vidspash does it really well, has the order button next to the video (top) and then again after making the sales arguments (bottom). Check it out here – http://www.vidsplash.net
Now the best thing that you can do in this case is to make the order button ‘sticky’. Have an order bar that scrolls with user at the top or the bottom with a call to action on it. Here is an example:
Because you never really know what bullet or sales argument would convince the reader and, at that point, you want to eliminate all the roadblocks and make the sale as quickly as possible.
If you lack the technical know-how required to add a bar to your site or don’t have the $$ to hire an expensive programmer, I’ve got some good news for you.
My friend Sam Bakker is coming up with a new product called ‘CTA Bar’ which eliminates the hassle of coding and placing the bar and makes this process as easy as 1-2-3. With just 1 click you could have your own ‘sticky call to action bar’ on your website even if you don’t have any technical knowledge.
5.Eliminate Risk and Knock ‘Em Off The Fence
Adding some ‘supportive copy’ to your order button can aid in bumping up the response. Addressing the major issue; the biggest fear and concern of the buyer at the time of checkout works like crazy.
Stating the guarantee once again and adding statements like ‘you can review the order before its final’ is proven to reduce the anxiety of the buyer and an effective way to move them one more step along the sales funnel.
And even though they can always leave before making the payment, the added level of commitment from them – in clicking the button – solidifies the decision in their head to buy, or checkout your offer. Amazon has been doing this for a long time and marketers have been using the ‘risk reversal’ technique successfully for longer than I can remember.
Another thing that you can optimize is the copy of the order button. The general rule of thumb is to use first person and use the words ‘I’, ‘Me’ and ‘My’ in the call to action. So…
‘Register Now’ just doesn’t pack the same punch as ‘Grab Your Free E-Book. And ‘Yes I Want My Free E-Book’ trumps both the previous versions. It may sound weird at first, but you have to get out from a writer’s perspective and view the copy from a prospect’s point of view to really feel what’s going on.
To back this up, here are a couple of tests:
And the reverse is also true:
The message is simple: Address the user in the button copy and make it benefit oriented.
And that’s about it; 5 ways that you can tweak your call to action buttons and see an increase in the conversions.
It’s worth mentioning here that – even though these things would greatly increase the odds of success of your call to action buttons and make them more effective – there is no such thing as a ‘perfect button’, or a ‘perfect call to action’.
The only way to stay on top of things and find out what works, now, is to abide by the timeless marketing rule ‘When In Doubt, Test’. All the top dogs in the internet marketing world do it, I do it and so should you.
That’s it for now.
Oh almost forgot,
If you want to build call to action buttons that not only work but have all the proven psychological triggers built into them, checkout my friend Sam Bakker’s new product ‘CTA Bar’.
It’s perfect for folks who can’t do anything technical to save their lives and want to have the option of creating the kind of button they like without having to hire a designer or a programmer.
If you can copy and paste, you can create order buttons that can bring you the big bucks. Just follow the simple instructions to create the button and let it work its magic.
You’re hearing about this offer before everyone else (CTA BAR is Launching In 3 Days) because I’m Sam’s friend and this is an early bird offer.
So get ready to give yourself an unfair advantage over your competition as soon as it goes live.
Plus, if you order from my link, I’ll give you a huge bonus (my biggest bonus till date) as my way of thanking you for ordering from me.
You can find out more about the bonus here – http://bonus.profitsetgo.com/cta-bar/
Make sure to check out the CTA Bar, there’s nothing quite like it anywhere and don’t forget to let me know what you think of these 5 Overlooked Techniques To Optimize Order Buttons and Boost Conversions, in the comments section.