Call-to-action (CTA) buttons can be tricky to get right, but have become a vital part of any marketing effort. Aside from how it should look like to grab the readers’ attention, CTA placement will also influence conversion.
The placement of your CTA should be given just as much thought as the appearance when you’re looking for the best results.
Avoid Banner Spaces
People don’t like banners, and will generally avoid anything that appear in places that are usually occupied by banners. People look past, ignore, or don’t even see information included in a banner at the top or the side of a webpage — even when it may contain information visitors are looking for. As such, avoid placing your CTA in a banner at the top of the page.
Typical banner space just doesn’t get the same attention as the rest of the content on a page.
CTA at the End of a Blog Post
Generally, you should aim for your readers to take action immediately after they consume your content and the presented information.
HubSpot, for instance, advises that the best place of a smart CTA is at the end of a blog post. A smart CTA is a personalized call-to-action depending on the stage the visitor is in through the sales funnel. Personalized and custom CTAs have proven to be twice as effective as non-personalized ones, simply because they are relevant to the viewer.
One way to get your CTA in front of your visitors is with a slide-in CTA. This type of CTA rolls into view, usually in the bottom-right corner, as the users scrolls down the page.
This should not be confused with an annoying pop-up CTA that blocks your reader’s view of your webpage. A slide-in CTA should be discrete enough to allow your reader to continue consuming the content, but is also noticeable to motivate them to take the next step.
Emails with a Single CTA
If you have subscribers or do occasional email marketing campaigns, having a single CTA embedded at the end of an email is most effective.
Including only one, well-designed CTA in your email marketing is the most effective way to get more clicks. Recipients have gone through your email and understand what it’s about — and with a one-click CTA, they know what to expect when they click.
The placement of the CTA will also depend on the layout of your email, but it should definitely be a centred button following simple, powerful copy.