A CTA (or Call-to-Action) is the single most important element on any landing page with a non-informative purpose – that’s an undisputable fact. Yet, despite its importance and the value it brings (more leads, more sign-ups, more sales) it’s not difficult to find websites and landing pages with low quality and badly placed CTAs.
What’s makes a good Call-To-Action?
That’s simple – it should make you feel that you NEED to click it.
Neil Patel (pictured above) is one of the biggest influencers on traffic and conversion optimization in the world. Does his CTA make you want to learn more? It did for me!
Given the circumstances (industry, type of landing page, etc.) this “must click” behaviour might be easier or harder to achieve, but that’s ultimately what defines how good a CTA really is.
Here’s a bunch of websites and articles for ideas and suggestions that will help you come up with killer CTAs for your needs:
- How to Create The Perfect Call-to-Action (Neil Patel)
- 16 Hacks That’ll Get Your Call-to-Action Buttons Clicked (Neil Patel)
- 30 Call-to-Action Examples You Can’t Help But Click (Hubspot)
- 11 Kick-Ass Call to Action Examples, and Why They Work (WordStream)
- 11 Ways to Improve Your Calls to Action (QuickSprout by Neil Patel)
Spend some time reading these five articles and you’ll soon become a master at creating killer Call-To-Actions (or at least in choosing the ones that work best!).
Shameless self-promotion: Are you promoting some of the merchants that are currently being managed by the Conversion Team at MoreNiche? Drop an affiliate manager a message with your CTA requirements and we will get it sorted for you!
So; where should you put the CTAs?
Call-to-Action placement is very dependant on the kind of traffic you have.
If you are into Pay-Per-Click Traffic (Adwords, Facebook Ads, Twitter Ads) you most likely have landing pages for that purpose. More often than not, PPC traffic is often sent to landing pages like this:
The whole purpose of this page is for you to click in the big green CTA and that’s the only thing that stands out – you don’t even have any other kind of navigation!
But obviously, this kind of landing page doesn’t work if the customer is on it an earlier stage of the buying process (looking for information, comparing alternatives etc) but for last-step PPC, it is excellent. It simply closes the deal with a summary of benefits, testimonials and a clear CTA.
If you are mostly focusing on organic / paid traffic to product reviews you will need to provide a lot more information in your copy. These would normally be divided into sub-topics / h2 headings such as:
- What is it
- How does it work
- Side effects
- Where to buy
Depending how advanced you are, you might even write/outsource copy built around one of the most famous marketing strategies for articles – the AIDA template. With this, you will write your articles following this pattern:
- A – Attention
- I – Interest
- D – Desire
- A – Action
In whichever case you will likely have a pretty long article with anywhere between 600 and 1500 (or more!) words.
As you will know by now, these kind of comprehensive articles are good for SEO but they do pose a problem. Due to their length they can be boring and you can’t rely on text CTAs to cover the full article (unless you add them after every sub-heading which might be spammy).
So let’s look at some easy solutions to fix this small problem…
Best Placement for CTAs on Desktop
No matter how long your article might be, there’s a part of your articles that will always have some free space: your sidebar.
Extra: Using 100% width articles? Scroll down and use our mobile suggestion.
Using your sidebar you can create something magnifique, such as a fixed widget that is always there no matter how much your user scrolls up and down the page. Pretty cool huh?
It makes your job so much easier. No matter how long your bad boy article is, your visitors will always have a CTA right there to click on. No more leaving without clicking.
And this is pretty straightforward to achieve. Some WordPress themes already come with this feature built-in, but for the ones that don’t, you can always use the Q2W3 Fixed Widget plugin which is extremely easy to set up.
Here’s an example of how Men’s Health has been doing it:
They have a sticky ad on the right side of their blog articles, so no matter how far I am into the article, I can always click on it. It seems like they should improve the offer though as it doesn’t match what I am reading at all (clocks and breakfast foods, eh??).
You should always ensure that your CTA matches the content. This means that if you haven’t yet, you need to get yourself a way to have multiple sidebars – one per article or at least per relatable article (e.g: one for generic weight loss articles).
It really doesn’t make any sense for you to have a PhenQ review with a fixed AdSense widget or a CTA sending traffic to a bodybuilding store.
The only exception to this rule are situations in which you review weaker products and wish to “redirect” the traffic across the better ones. In that case, your CTA should either explain or have a title saying “Recommended Alternative” or “Recommended Diet Pill” and link to an internal product review rather than directly to the merchant site, to ensure optimal conversions.
Best Placement for CTAs on Mobile
With your desktop CTAs hopefully sorted with the above, you will also want to look at how to always have a visible CTA on mobiles.
While it might not sound as simple (you don’t have a sidebar after all!) there are a bunch of tools you can use to solve your problem.
Both of these tools allow you to create “promo widgets” like the one below:
These can sit anywhere in your page, but you really should use them either as a top or bottom bar so as not to affect customers reading the content.
With a variety of simple settings, you can easily create a unique bar per article, make it show instantly and only be visible on mobile (unless you also want to use it on desktops!).
Add a simple Call-To-Action message and voila, there you have a CTA that is always visible for mobile visitors – fancy!
You should now have some good ideas on how to create and choose the correct CTAs for your needs, as well as some usable insights of where to place them to maximize your goals, whatever they are. Good luck!