YOU WANT YOUR VISITORS TO TAKE When you land on most websites, there are dozens of things you could do. That’s because every single image, link, button, and graphic is vying for your attention. So if you want your visitors to click your call to action button, you need to make it ridiculously obvious that’s. Here are a few ways to do that. USE LEADING LINES If you think you have freedom and control over where you look when you land on a webpage, you’re mistaken.
It turns out that we take a lot of direction from “directional cues”, or “lines of sight”. Researchers have shown that leading lines, such as arrows (or even an image of somebody facing toward the call to action) are pretty irresistible Telemarketing list to us. We automatically follow them.[*] Take a look at how Brian Dean from Backlinko uses leading lines to direct visitors’ attention on his homepage: Screenshot showing an email signup form The arrow points to the input form, which leads to the button.
Don’t want to be as obvious? You could always make the button itself form an arrow, like this button from Dollar Shave Club: Screenshot showing Dollar Shave Club Research doesn’t (usually) lie. Directional cues like leading lines are one of the most well-known conversion rate optimization tools available. USE VISUALS Visual content captures attention. So why wouldn’t it work on your call to action button, too? Take a look at how John Lee Dumas uses a download arrow for his call to action button: