What is the point of having an enticing, well thought out CTA if no sees it?
Whether you’re talking about a brilliant CTA on your website or in your email, your button need not take center stage, smack in the middle of your copy, in order for it to shine. Here are four alternative placements that could really make your CTA sing, bringing in leads that will make you applaud.
1) Above the fold
Yes, there is such a thing as “above the fold” in an email, as well as a web page. And, in fact, above the fold is a much more ambiguous place than it used to be, what with responsive designs and different screen sizes depending on the device used to view your message. Essentially, “above the fold” now means front and center (near the top but not necessarily at the top), remaining visible without the need to scroll.
This placement can be effective for very specific landing pages, especially those where visitors have already shown an interest by clicking through to get there. It may not be as effective on an email message or a service description page, where readers haven’t been introduced to the topic yet.
2) To the top right
The top right corner or top section of the right sidebar is a popular placement for CTAs on many blogs. These off-to-the-side calls to action don’t eclipse the blog content, yet they maintain a strong, noticeable presence above the fold. The very best right-hand CTAs are highly relevant to the main copy on the page or in the email.
Placing sign-up forms, whitepaper download forms or other data-driven calls to action to the right of your copy can be very effective. They allow your readers to scan or preview your message without interruption and then choose whether or not to take action by following a natural reading pattern (left to right).
3) At the end of your text
Positioning your CTA at the tail end of your copy, whether in an email, on a blog post or on a landing page, is a strategic approach for the warmest kind of leads. Why? Because if someone has read all the way through your content and then clicks on the CTA button, chances are, they’re highly engaged.
This is frequently a favored location among email marketers – and can even be effective with more than one call to action per message. Perhaps your email contains three different announcements. You have a headline, a paragraph of text, and a call to action for each of the three announcements. As your readers scroll through your email, they click on one (or more) CTA that appeals to them. The same formula could be applied to a landing page or blog post as well.
4) In the footer
Following the same basic principle as placing your CTA at the end of your text, leads that respond to CTAs located in the footer of your email or web page typically indicate sincere interest. Prospects who read through all of your copy and then are inspired to click on your button or fill out your form at the very bottom of the screen are likely to be more receptive to your follow-up phone call or other lead-nurturing efforts. Unless they are robots.
The best footer-based CTAs might include an email subscription form (if placed on a page, as opposed to an email), a whitepaper or other free offering, an invitation to connect with you on social media, or even a request to schedule a meeting.
Of course, there are other placement options for CTAs on web pages, such as pop-ups and headers. Those locations are a tad bit more challenging to integrate into email campaigns and may be covered in a future post. The four positions discussed here, however, are equally applicable to both websites as well as email campaigns.
Have you tested your CTA button placement and determined what works best for your organization? Let us know in the comments below.