Nobody will deny the importance of correctly and organically optimized landing pages but visitors actually getting to see them is dependent on them clicking through from a ‘call to action’ and if that small part of the process is not done correctly, you are missing a lot of opportunities.
Nothing is more likely to annoy a visitor than to find that they do not get what has been promised in a call to action and annoyed visitors do not come back. Getting a click through does not equal a conversion and there will not be one, unless what is on your landing page is exactly what was promised.
A call to action should be in the same style and colour as the content on its resulting landing page. It should also contain the same text as the call to action to maintain the feeling of continuity. A visitor who finds content that does not match up may well feel uncomfortable and, at worst, suspicious enough to hit the back button. For example, Codespark Website uses the same color scheme for the CTA button and it does look stunning.
Where Is It?
It sounds like stating the obvious, but a call to action must be visible for anyone to click on it. E.g. putting it below the fold or anywhere that a visitor has to scroll to is a complete waste of time. It must also stand out from the rest of the page in some way – if the page is largely text, use a visual call to action and vice versa. For example, Webs Agency website has placed the CTA button right in the above the fold section of the website to grab more attention and to get more clicks.
Watch Your Language
Do not word calls to action in any way that may be misunderstood or not understood at all, avoid using jargon, being vague or using superlatives. In terms of length, sticking to a maximum of 140 characters, like a Tweet, seems to have the best results. 2016 Web Design Trend Report landing page uses simple English and the texts used in the Call to Action button is also simple and straightforward, killing any chances of potential confusion.
Don’t Confuse Me
Resist the temptation to have competing calls to action on one page. It is distracting and may confuse your visitors into not choosing either option. Conversely, offering a ‘safe’ second option can increase leads e.g. new visitors may not feel comfortable with completing a form, but they may be interested in receiving a news feed which only requires them to provide their e-mail address.
What Do I Get Out Of It?
Calls to action should make it indomitably clear exactly what the visitor will get and how it will be of benefit to them. Not only that, they need to be appropriate to where the visitor has got to, in terms of the sales process. E.g. if the visitor has got as far as checking out prices, the call to action needs to be something beneficial, like a discount, for example. Skyzone website uses simple and clear text against the CTA button - 'Buy Ticket'.
It is really surprising how many marketers overlook the need for both initial and ongoing testing. Any new material should be viewed in all of the popular browsers before publishing, as they all show web pages in a slightly different way; the same applies to different e-mail programs. As well as obvious checks to ensure that links etc. are functional, A/B testing should also be an ongoing process, to determine which calls to action are the most effective and why.