In theory this is called Hobson+1 . The button with the link below it resulted in less sales of individual lots, but this was more than compensated for by the subscriptions VP Media Email Listst aken out. Applying B=mat and the Hobson+1 rule can almost always make your CTAs more effective and increase your click through ratios .
Where should I place the call to action?
To be tempted to click on a CTA, it must be easily visible to the recipient. It should take as little effort as possible to find and click on the CTA.
For example, I think there are 2 strategic positions to place your CTAs: above the fold and below the content that the CTA is about.
- When opening the email, the CTA should be clearly visible right away. If the reader is interested and wants to click right from the start, you don’t want them to have to scroll all the way down to do this. This gives the reader room to drop out.
- It may also be that the recipient needs some convincing and will read the email. It should not be the case that a click on the CTA can only take place when scrolling back up. So there must also be a CTA at the bottom of the content of your email. Make sure that both CTAs lead to the same page to avoid confusion.
A combination of buttons and text links can also increase the conversion. Give it a try.
What text should I use for the call-to-action?
Once you’ve decided where the CTAs will be and what they’ll look like, you’re left with the choice of text to use. Here are some tips for writing your calls to action:
- Use short CTAs, they are clicked faster. Preferably 1 or 2 words. Text links can be longer.
- Try to write from the first person. So: start my free trial instead of start your free trial. Campaign monitor research shows that there can be as much as 90% difference in response. ‘My Free Trial’ scores better!
- Write actively, after all, people have to take action. Formulated from the customer’s perspective: ‘receive the white paper’ instead of ‘sign up’ for example. The benefit for the customer must also be clear.
- Urgency often works well in CTAs, too. Think of using words or phrases like ‘50% off today only’ or ‘only 4 places left’.
- The text must be descriptive. People often scan the CTAs before reading. Without thinking or reading what is in the vicinity of the button, you should immediately know what happens when you click on the link. A term like ‘Click here’ does not indicate where you will end up when you click. If the reader has to think about your CTA you will lose him/her, so be clear and avoid confusion. The image below from Steve Krug ‘s book ” Don’t make me think ” illustrates how to keep a call-to-action short and clear.