You are probably familiar with call-to-action buttons. You may even already use them on your website. They’re a vital part of any business website – where the casual visitor becomes a lead. All too often we don’t give enough thought to the key elements of a site’s call-to-action buttons – especially the very common “Sign Up” button.
Top Reasons Your Sign Up Button Isn’t Working:
- No perceived value: There are not any immediate or obvious benefits to signing up. Readers skim web pages and are wary of joining newsletter lists or taking action without understanding how it will benefit them.
- Wrong placement: Sign Up buttons buried at the bottom of a web page where they can only be seen by scrolling down, will be ignored. (In the print newspaper world, this is known as “below the fold” – the part of the paper not easily seen on newsstands.)
- Poor design: Buttons that are too small or generic will not motivate your website’s visitors to take action.
The quickest way to improve sign up click rates is to tell visitors exactly what they will get by signing up. They need to know and understand the benefit of clicking the button.
Make the benefits obvious. Tie the button and action to your product. If you are offering art classes and want people to register for the program, say that. “Register Today” will have better results than simply saying “Sign Up”.
Use words promoting the idea that clicking the button will provide instant benefit. Consider using verbs such as get, start and try.
This is particularly important if you have a number of sign up call-to-action buttons on your site. You may have a newsletter email list you want people to sign up for, classes to take and product information material.
Use words reflecting exactly what the result of clicking it will be:
- Join our mailing list
- Register for classes
- Learn more about our products
Of course the button text must be concise and explicit with the action self-evident. Some phrases which will improve visitor engagement include: Create Account, Get Started and Buy Now.
If someone new to your site, or a returning reader for that matter, can’t find the call-to-action button it won’t work – no matter what phrasing you use.
Good buttons have key characteristics:
- They don’t need captions to explain their purpose.
- They are easy to spot – colour and shape are important as well as what it says.
- They don’t detract from the rest of the web pages visual or text content.
Try some of these tips, and watch your click-through rate soar!
At Sudymo Web Services, we work to create action buttons that successfully convert readers to customers. Contact us today to get started!