You have mastered the art of AdWords, and are generating lots of traffic to your website.
However, once the users come to your page – they look around simply leave. You are paying for every single visitor whether they convert and become lead or not and this quickly drains your bank account. Your return on ad spend is dismal. You know that the keywords are right because of your customer research and you know that the ads are working because of the high click through rate, so you wonder – why won’t the visitors convert? What do you need to do to stop this colossal money drain? You experiment with new images, new copy and even a new offer and yet…. you continue to pay for visitors to check out the page and leave without converting.
Now you have wasted time and money – and your ego feels a little bruised because what you are trying just isn’t working. You feel the stress as you monitor both your analytics and bank account and consider quitting online marketing for your business together. Maybe you would have better success selling door to door. At least it would be less frustrating and confusing.
Online marketing can be confusing and frustrating and while it may feel like you have tried everything, there is an important part of your website that you are probably overlooking.
Your Call To Action Button Inspires No Action
The call to action button is the button on the website, usually on the bottom of your form, that a user must press to submit their information and become a lead. This button is a vital part of your marketing message, and carries a lot of sway when it comes to converting visitors. Yet, many sites completely overlook this button and leave it as the default word submit. Think of it from the visitors perspective: what is their incentive to click this button – nobody want to submit. I would argue that “submit” is actually a disincentive. By leaving it as is, you have the visitor focusing on what they must do rather than what they receive and that is always a recipe for a lack of conversions.
Give Your Visitors A Reason To Click The Button
What you need to do is get rid of submit, and start working on your call to action button. There are many great examples of call to action buttons out there, but in my experience, I have found that the pages with the highest conversion rates have a call to action button that is:
- Specific – great call to action buttons do not say something generic like “Get your eBook” they are as specific as possible and say: “Get my free 13 page eBook”.
- Oriented towards the user – great call to action buttons use the words my, or I instead of your. Phrase your call to action button around what the user gets, rather than what they must do to get it.
- Alleviates anxiety – Great call to action buttons use phrases like Free or No Obligation, which alleviates anxiety that a user feels before they click buttons.
- Time sensitive – Great call to action buttons use time sensitive language such as “now” to increase the conversion rate by implying that the user needs to act in a time sensitive manner.
How to Create a Highly Converting Call To Action Button
Get into the head of the consumer and think about what it is that they actually receive when they click on the button. Remember: you the user to focus what they receive rather than what they must do to receive it. Write what they receive down so you have it and don’t forget it in the coming steps.
- Now that you know exactly what the user is receiving try to phrase it in the most succinct way possible while keeping the specificity, alleviating the anxiety, and pushing the time sensitivity. Also, try to the copy on your button benefit oriented. For example instead of saying “Get my Free eBook” try to tease out the benefits they get from the eBook and say something like “Learn to jump higher with our Free 12 page eBook” This is a big task and you will probably need write this out in about 10 different ways before you hit on a couple that are worth testing on your page. This process can be frustrating at first, but the extra leads you receive make it worth the time commitment of of an optimized call to action button.
- Put the call to action on your page, and split test. You should split test your new call to action vs. the current submit button to see what actually increases your conversion rate. There is a lot of different software to do this, I use UnBounce but really it can be done with any A/B testing software. Just make sure that it is a true split test which means that the tests are running concurrently rather than running one call to action button and then the other.