In Your Face – Why Clear CTA’s Lead to Higher Conversions

You can have the best content, displayed on a user friendly, intuitive website, and you would still not hit your conversion metrics. The reason? Your Call-To-Action (CTA) is nowhere to be found.

Calls-To-Action work

Your CTA needs to be big. SAP increased their conversion rate by 32.5% by placing a button on their homepage. By making the CTA big and bold and actionable – the button read DOWNLOAD NOW – SAP was able to increase conversions on the content they created.

In-line forms are a great way of increasing conversions because they keep the user on the page and are intuitive. The user experience is not compromised, and you will likely have a more satisfied customer.

Stronger CTA’s are convenient, and prominent forms and buttons work to increase conversion. What design to choose? Test out a few different ones. There is no pure science to what will be the best choice. The only way to find what works is to keep testing and see what the users on your website interact with the most.

There are some best practices to keep in mind when creating CTA’s. Some of these include:

  • Keep the CTA copy consistent on your page. The language you use is important and should be targeted at the right crowd.
  • Provide an incentive, like a 30-day free trial of a service.
  • Simplify the user experience by using in-line forms and by not cluttering the landing page. Less is more.
  • Engage the user with a video. Dropbox saw conversions increase by 10% by adding video to their landing page.

Final Thoughts

Conversion are the objective of your website. Make it easier on yourself by providing clear calls-to-action. The user experience is what matters the most. IF the user feels engaged you will see conversions increase. And make sure to test, test, test your CTA’s.


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