There are many factors that influence the design of your call-to-action and it’s certainly a feature that benefits from extensive testing and tweaking.
It’s likely that it’s an area that is somewhat neglected though, as our new Adobe Digital Marketing Optimisation Survey found that a majority of companies (53%) spend less than 5% of their total marketing budgets on optimisation activities, despite the fact that a small uplift in conversion rates can translate into thousands of dollars of extra revenue.
Aspects such as the size, wording and colour can all impact clickthrough rate and conversions, but placement is potentially one of the most important factors.
Traditional wisdom states that the CTA needs to go above the fold so that potential customers can’t avoid it, but as these case studies show that isn’t necessarily always true...
Local search has the potential to be an important customer acquisition tool for brick-and-mortar businesses, as a recent study found that 43% of all Google searches have local intent.
Furthermore, Google’s Mobile Movement Study shows that 61% of mobile users call after a local business search.
So it’s really important that shops, restaurants and hotels are optimising mobile landing pages correctly or the chances are they’re missing out on potential sales and bookings.
This obviously starts with creating a mobile site in the first place, but the finer details include a noticeable click-to-call button that makes it easy for customers to get in touch.
It's an emotive debate this long vs short landing page one. I have read a lot of tirades against annoying sale
pages that scroll and scroll forever.
However, I have seen enough of these
long form pages (Here's Econsultancy's landing page) to know that people are using them
for a reason. It can't be coincidence.
And some of the companies using long
form are respected brands (e.g. Amazon) with digital pedigree, so why would
they contravene the basic tenets of usability and user experience?
This blog looks at the approaches and tools you can use to optimise your landing pages and take the emotion out of design and decision making.