According to research from Unbounce, the average conversion rate on business landing page 4:02%. In Digital Marketing Company in Nottingham some industries, this average could drop as low as 2.6% or as high as 6.1% but the key point here is that 90% + of the traffic that lands on your site does not convert into something valuable.
In fairness, we’ve heard these kinds of statistics for many years now and conversion rates on average are above – largely thanks to the adoption of major optimization conversion rate (CRO) and a better understanding of best practices, such as optimization mobile.
When talk turns conversion optimization, though, there is one element that tends to dominate the conversion: a call to action (CTA). There are good reasons for this, too, because it is CTAs that seal the deal and encourage potential buyers over the finish line – roughly 4% of the time, anyway.
Given their importance and the amount of space to improve conversion rates, CTA deserves to dominate the conversation but marketers too often guilty of talking about them the wrong way.
Marketers ask for advice on CTA and they will probably tell you about the button color, font style, placement and various other design aspects – which are all important considerations that may have an impact on your conversion rate. However, there is rarely any talk about what influences buying decisions in their late most important moments.
Well, this is precisely what we will discuss in this article. We’re talking about psychology CTA and 11 believed the principles that really will make a difference to your conversion rates.
What we are looking at in this article?
As I said, there are tons of articles out there that offer tips on designing the CTA, including placement, button color, font style, color and contrast all the usual aspects of the design. Those articles are great for what they are but we have enough of them already so I will not repeat all that here.
Instead, we will see something that does not get much coverage at all: the psychology of what makes a high converting CTA.
Now, I say it does not get much coverage because there are several articles that include CTA psychology, but they tend to focus on things like subliminal effect colors, words of power, visual cues and basic design principles more.
Again, this is all worth knowing about, but they do not really get into the depth psychology of what makes people click CTA.
This is what we are looking at in this article and there are 11 main principles come:
Loss aversion: People naturally fear of losing or missing something.
Retention: Our tendency to be more influenced by the first piece of information we receive from those who follow.
Halo Effect: The reason the first impression is so difficult to change.
Sunk Bias: The compulsion to something that is complete once you have invested the time into it.
Endowment effect: The cause people to place added value on their own goods versus those they do not.
The mere exposure effect: Why do people tend to choose things that they are already familiar with.
Serial Position Effect: How the first and last items on the list seem more important than others.
Reciprocity: Why, when you do something for someone, they have a natural tendency to want to do something for you in return.
The Baader-Meinhof Phenomenon: When you see something for the first time, this causes a sudden you start to see everywhere.
The Verbatim Effect: The reason Digital Marketing Companies Nottingham we remember the core of what we are told rather than specific details.
Grouping: Our habit of grouping similar pieces of information together to make them easier to remember.
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