7 Things You Must Know About the Psychology of Calls to Action

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The most effective call to action strategies use basic psychology to turn visitors into repeat customers. An effective call to action will guide your visitors through the buying process, therefore getting you more site clicks, more buys and more sign ups.

Have no experience in psychology?

Don’t worry, read on and we’ll tell you all you need to know.

Importance of Call to Actions

The internet is filled with billions of websites and yours is just one of them. Every one of those sites asks the visitor to do something, whether it be to buy, read more, or subscribe to a newsletter. Unless you give your visitors a good reason, you won’t persuade them to hand over their money or personal details.

Here are 7 ways you can use psychology to create a more effective call to action.

  1. Use Repetition

Did you know that the human brain automatically scans material for themes and patterns that can help it process and understand information faster?

Use this to your advantage and aim to have repetition and use a recurring phrase on your site, such as “Save Money” or “Get Fit Today!”. Be creative and stick to it.

  1. Create a Sense of Urgency

Certain words and phrases, and the feeling of missing out influence us to act faster. We’re more likely to buy now if we’re afraid that we can’t buy later.

By creating the same sense of urgency, you can improve your conversions. Some phrases that are helpful are:

  • “Last chance”
  • “Offer expires”
  • “Selling fast”

This also emphasises how scarce your product is and persuades your visitor to click your call to action before the deal is gone. This is why many calls to action include the word “now”.

A powerful motivator is also a great strategy. Here are some examples:

  • “Become an insider”
  • “Get it before everyone else”
  •  “Be the first to find out”

This will make them more inclined to click your call to action because nothing feels better than becoming the first.

  1. Focus on the Benefit

Think about how your product is of value to your visitor. Phrase your call to action to focus on results.

For example, a call to action button that says “get summer body ready” has more impact than one that says “get our weight loss guide”.

  1. Minimise the Risk

Minimising risk prevents your visitor’s fears and hesitations during the buying process and encourages them to part with their money or personal information.

Examples of phrases that emphasise risk minimisation are:

  • “No obligation”
  • “Interest-free”
  • “Money back guarantee”

The less risk involved, the more likely your visitor is to click your call to action.

  1. Choose the Right Colour

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Different colours invoke different emotions in humans and transmit information subconsciously. For example, red has been associated with desire and passion, as well as “stop”.

Pick a colour that will get your users to click. This will vary depending on your product and your target audience.

Avoid making the colour design too simple. If your visitor cannot easily distinguish your call to action, say goodbye to that click. Grey is the default colour when a button is inactive so users will most likely walk right over it. Avoid grey!

  1. Ask at the Right Time

Timing is important.

Welcome mats are full page call to actions and is the first thing visitors see on your site. It is less invasive than pop up boxes so it will eliminate the risk of a visitor clicking that red x button.

Also, don’t forget to focus on a benefit and minimise buyer risk because visitors will rarely agree to part with their money without having an idea of what you do and how the product will change their life.

  1. Keep it Simple

It is ideal to follow up your primary call to action with a secondary one but don’t line call to actions on top of each other. Too many call to actions can be detrimental to your marketing strategy because the more options you give the visitor, the less likely they are to choose one.

Be sure that your primary call to action is immediately visible and easy to understand.

Using these tips to create more effective call to actions will see you gaining more conversions. Why? It’s all in the psychology of the human mind.


About the author

Olivier Mamet is the director and owner of The Seo Consultant & Out of the box. The first one providing search engine optimization, online public relations, social media marketing and the other providing video marketing and video production services. A general enthusiast of the Internet of Things.
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