Call-to-actions are an indispensable part of any website. There is no way you can expect to attract the audience in an appealing way while the CTA’s are missing. However, getting the desired response is not in your hands especially when your dedicated users have become well acquainted with the tricks and tactics opted by online retailers. You can always rely upon some inspiring call-to-action for gripping the audiences and leading them to the desired sections or pages. You will however, have to make sure that you create a CTA that does not count as a “click-bait.”
You must have come across several do’s and don’ts over time but not all of them manage to come up with reasonable results. Basically, the components of CTAs are same, the prominent one being – product or service related image, mind blowing copy and an impressive CTA button that manages to stand ahead of rest of the content. Let us now have a look at some examples to see what the CTAs look like when they miss any of the essential elements as well as when they incorporate each of them.
CTAs – Alas! You Missed It
What do you expect from ecommerce giants like Amazon? Definitely, a smartly created CTA that grips the visitor from the first instance! But, this is not the case. This is what we found while touring their website. It seems that they need to ‘go back to basics’ as they are clearly ignoring the basics.
Other company that missed the oomph factor in CTA is Target. The CTA seems disappointing. Considering the value preposition that Target holds, the company fails to deliver anything near to remarkable. Have a look at the banner text “save a bundle”, it seems compelling but has many glitches. The text should be have been highlighted by keeping the font bold, choosing a colored background, using a contrasting font color etc. Along with the text, there is a gray colored CTA button that is off the side and is almost unnoticeable. It fails to stand ahead of rest of the images available over the homepage.
Other example would be of the website, Hot Topic. Even though the site is known for coming out with visually impressive and gripping content, they need to work hard over the CTAs. The webpage seems messy because of multiple images and too much text. The text in the middle, specifying limited sale, definitely creates a sense of urgency but again the CTA below it extremely small in size and has the same color as rest of the text. This fails to bring in to attention.
CTAs – You Are Doing Better
Here come those who are managing to do a little better when it comes to creating CTAs. GAP is known for making things done through use of convincing and powerful CTAs. The image below, shows how the company has used a hero image along with a button that displays compelling text. Wondering, why they still do not qualify for the champ sites? Well, the answer is the image in itself. The CTA has been circled, which is why they seem to stand out from rest of the content over page. Use of bold color would have helped better.
Tommy Hilfiger is another website that inspires us on how CTAs could be used for bringing in desired results. They have used impressively clever text, instilling hero image and an appealing CTA button for the ad copy. The reason why they are not in other categories is because of the plain jane CTA that fails to stand out. It seems something of the same monotony as rest of the content.
CTAs – Great Work!
Well, we have a surprise winner with us. Tadaaa… it’s WalMart. Despite a simplistic look, the website displays appealing actionable buttons. The image below from their homepage makes use of striking colors, a commanding message that creates time urgency and a button that manages to stand ahead from rest of the images. They have taken in to consideration the Mother’s Day event very well. Why they are not in champion’s league? Well this is because they have used the images for household items, something which mother’s would like to stay away from, on this special day. Only item in the image that works well is the jewelry.
CTAs – Here Comes The Champs!
Now, it is time to announce the winner. And the winner is Dollar Shave Club! It is quite impressive how they have taken an approach that does not use the traditional text. They have made use of fun and peppy text such as “Do it.” This not only seems refreshing but also fits the brand. It prompts the need for immediate response.