Call- to- action Buttons : A smart way to grab your Customer’s Attention

Call- to- action buttons (CTA) are those buttons on your site which invite your customers to do something. That something could be anything, it could be adding a product to shopping cart, downloading contents, requesting for quotes, or anything else. Designing a good CTA button is not only about making it attractive, but it's about making it more effective.

When do you say a CTA Button is effective? 

A CTA button is said to be an effective one if it is resulting in conversions. Conversions are the main purpose why we design a CTA button. Designers emphasize on making a CTA button an attractive one which would be eye- catching. However, CTA buttons are not just about drawing attention, it's also about how it is persuading readers to perform the intended action.

What makes it so important?

Your CTA buttons are indeed one of the most important parts of your website, so it's really important to apply some remedies which can boost their performance. A good CTA button can direct your visitors to take the desired step you want them to undertake on your site. Ultimately, it will revise your conversion rates and objective of your website.

While a poorly organized CTA button may result in negligible user’s attention and poor site performance. If you want to persuade your visitors to take the desired actions, then designing a converting CTA button would be a key advice from my side.

How can you design an effective CTA button to grab your visitors attention? 

Designing an impressive CTA button is a vague concept to deal with. You can grab your customers’ attention in a flash by just following these design considerations:

1. What should be your message or text? 

Do not make an unclear or an ambiguous call with your CTA button. Write your CTA message short and to the point which could communicate your brand values and ethics in an effective manner.

2. How can you place your call- to- action button? 

Placement of call- to- action button is a very crucial concept. You can decide placing your button above or below the fold by taking the required assistance from an effective A/B testing tool like Mocking Fish for getting maximum customer attention and sales.

Mocking Fish places on the CTA buttons at topmost side of the page.

3. What should be the size of CTA button? 

The size of your CTA button must be such that it is easily noticeable by your site visitors. Do not make it so big that it starts distracting the main objective of the page. The size of your button must be easily adjustable while browsing your site through a mobile phone.

4. What should be the color? 

Use vibrant colors so that the button easily stands out from the rest of the page. Put enough white spaces around it to make it visible effectively on your site. 

How can you improve the performance of the CTA Button?

1. Test your CTA Button properly- 

Before doing anything with the page or CTA button, you must apply an effective test method such as A/B Testing to test and assess  what impact these changes are having on your customers. Are they giving better conversions? Assess your landing page performance with respect to the CTA Button and analyze which changes are working or not.

2. Decide the location of your button- 

Location and placement of a CTA button is a very important consideration to take. Place your CTA button on that part of landing page where it attracts attention and persuades your reader to perform the desired action.

3. Motivational text- 

Your text should be persuasive one for grabbing higher conversions and customer attention for your site. Add a little motivation while writing the text or message of a CTA button. Use short but action- oriented message which creates a sense of urgency in the minds of your readers. For example, you can use "GRAB NOW" instead of "BUY NOW" message for driving more customer attention and sales.

Do not make it ambiguous. CTA message should be specific and relevant to the theme and the event it is targeting.

4. Language considerations- 

CTA buttons are designed in order to reach out the maximum population. Designing a CTA button in local language could be a good option to draw visitor attention on your site.

5. Create an Urgency for your offer or deal- 

You want your visitors to perform the desired actions as soon as possible otherwise, they might get caught with another offer from your rivals. Create a sense of urgency in the minds of your readers that it is the best offer anyone can give and he/she must act quickly or he/she might lose the offer. Don't give your visitor any reason to abandon or pause but do not mislead them at all. Misleading your readers with false messages could harm your business reputation and brand value.

Designing a CTA Button is a broad thing, you must consider the points stated above for designing an engaging CTA button. These are some of the tips which can help you get an effective CTA Button for your site.

Multivariate Testing: A glance at its Pros and Cons

Overview of Multivariate Testing

Multivariate testing is a technique for testing different site elements and their combinations on a website. This method allows us to test multiple combinations of site elements simultaneously on your website. The goal is to find out which combination of site elements variations best suits your business interests out of all possible combinations.

A website is a combination of various customizable elements that are grouped together on a platform. With this multivariate testing approach, you can change the multiple components of a website at a time. Like, you can change the website slider and heading at the same time or can make changes in the CTA button, links or web form simultaneously for determining the usability of various site components. Here in this web testing approach, we can create all the site components variations we want to test on our site. After this, we prepare a sample space of all the possible combination of these site changes and can test each combination simultaneously at a given time interval. In this way, you can effortlessly choose the right combination of site elements that can provide you maximum conversion rates and sales. 

Pros which make Multivariate testing “ an accomplished testing tool"

Multivariate testing is very useful in testing multiple elements of a page to accomplish a particular goal of conversion at one time. For example, filling of sign up form, product selling, newsletter subscription and other such conversion metrics. 

This testing approach is capable of providing test results in a shorter time as compared to A/B testing or Split testing technique as multiple variations are tested simultaneously.

It eliminates the hassle of multiple sequential tests for different elements in case of A/B testing where only a single element is allowed to be tested in a given time interval.

It saves time as it gives desired results in a shorter time span.

Provides highly accurate test results as it provides facility to test all the possible combinations.

For example, let us study the image given below for understanding more about this Multi variate testing approach: 

Version 1- Headline 1 and Image 1 which when tested gives 5% Conversion rate.

Version 2- Headline 2 and Image 1 gives 6% Conversion rate.

Version 3- Headline 1 and Image 2 gives 9% Conversion rate.

Version 4- Headline 2 and Image 2 gives 3% Conversion rate.

The version giving highest conversion rate is selected for final implementation of the site changes for obtaining desired business results.

Different combinations of site elements are selected for testing

 simultaneously in a Multi- variate testing approach.

What are the Downsides of a Multivariate Testing?

One of the most challenging tasks in MVT testing is that due to a large number of variations and combinations, it requires very high traffic to reach an unbiased conclusion. Multivariate testing is also known as "Full Factorial Testing" which  means different variations in the test adds up to the traffic quickly.

For each and every combination we create, it requires a massive traffic to reach a meaningful conclusion and this traffic is needed simultaneously to all the combinations. So, it becomes difficult to direct a high traffic for each and every variation at the same time. 

If we consider an A/B testing approach, we can see that it splits a page traffic into two half with 50 % traffic on each variation. In multivariate testing, traffic distribution could vary from a quarter, eights, or even smaller fraction. Thus, MVT needs a huge traffic to produce an unbiased result. 

If your website is a very popular one and it gets considerable amount of traffic as stated above, then it is wise to use multivariate testing but if you own a start-up website with least traffic, then it is advisable to use A/B testing instead.

Using a multivariate testing could be a great idea, but it is advised to go through this article properly before actually applying it. This article will give you an idea about the pros and cons of an MVT testing approach. The results produced by a multivariate testing removes any doubt and ambiguity from your website optimization process for achieving higher conversion rates and sales.