In the first two parts of our Novice Growth Hacker series, we helped you set up advertising and landing pages to successfully move more traffic through your online sales funnel.
A killer advertising strategy and the right landing page are great, but if you develop these two elements and then make a lackluster call to action with average design, text, and color, too much hard work can be undone.
So we are going to talk about today: how to design great CTA forms that guarantee better conversion rates.
Following the advice in the second part of this series on landing pages, pay attention to the placement of your CTA. A basic review:
Make sure they follow the normal “F” eye pattern: below the top, below the top fold, and down the left side of the page.
Use multiple CTAs, especially above the fold.
Make sure all CTAs clearly have the same goal, to avoid confusing readers and getting them off the page.
Beyond the basic rules of landing page placement, there are advanced hackers who use it with their CTAs that guarantee high conversions – so we’ll discuss them in detail below.
This article by KISSmetrics states that the rule of thumb for placing CTAs above the fold should not be a hard and fast rule without exception.
Instead, they point out that audience motivation is a far more important factor, and that CTAs should exist where the motivation to subscribe or purchase is the highest. This is an important point, and this is fully illustrated in the example of increasing the content rates’ conversion rates to 304% by moving their CTA form to the very bottom of the page.
But, in the spirit of helping novice development hackers who do not have time to run a proper A / B test before increasing their bottom line, we would suggest floating CTAs. (Although it is not suggested that a temporary CTA should replace those permanently housed.)
Placing one of these in the lower corner of your screen or as a strip above or below the screen ensures that someone has a CTA, prompting them to go immediately overwhelms them with action: whether it Be above the fold, be at the very bottom of the page, or all the way down. It is also in the corner, so it does not bother them while building their inspiration.
Color to awaken the natural tendency
In this popular copylogger post, Joanna Wiebe discusses the phenomenon of the human’s underlying “lizard brain” and how essential it is for growth hackers to exploit it.
The idea that our brains automatically notice things that are different due to our fight-or-flight instinct (like colors that stand out) helps change our existence when our existence Helps to make sure.
So, if your CTA Form buttons look just like the rest of your web page, they don’t get out of your visitor’s lizard mind, and they don’t create the growth-hacking results you’re looking for. .
But let’s say you make them a different color: one that goes beyond your main brand but is still in your color palette. It immediately attracts more attention from the primitive part of their brain, which increases their chances of paying attention to it and acting on it.
Digging a bit deeper, it uses a tactical growth hackers when they are selling more than one product simultaneously.
Suppose you have found four versions of a service. If you want to try to promote conversions for a particular version, you can make that CTA button a different color, keeping the other three the same.
No captcha code
Personally, I like using captcha code to turn off spam commenters on the blogs that I manage. They cut so much unnecessary work and help me focus on what really matters: content and comments from real readers.
But captcha codes on CTA forms can hurt your conversion rates.
In a 2009 stocking study, marketers experimented with captcha codes. When the captcha was closed, 91 out of 2,134 conversions were spam, down slightly from 4.3%.
When the captcha was on, 11 out of 2,156 conversions were spam (0.5%), but 159 were unsuccessful conversions, which could translate into some significant lower-line earnings if the captcha didn’t get in the way.
It is true that some spam can come through email, but Internet spammers are more interested in blog commenting for back links than in receiving a response email in their own inbox.
Short form length
As a rule of thumb, it is much easier for a visitor to fill out a shorter form than a longer form.
So to hack conversions from your CTA form, keep the information field to a minimum. Start adding fields only when you know you have found a problem with very low quality leads that are actually eating into your ROI from the time spent on them.