Landing pages exist for the purpose of converting leads into customers. Each landing page has a call to action that is meant to convince the visitor to act. If they do click then the process begins to making them a customer. If they don’t click then nothing happens. This shows how important the call to action is on a landing page. If the users don’t follow the call then they don’t convert. Here are some tips on optimizing your call to action copy:
Button color and design are important visual cues to your users on where they should click. Use colors and designs that will entice a user to read and click through.
The copy has an impact on the visitors final decision. It should emphasize “why should I click this button” Make sure the user knows the benefits they will get when the proceed. You can also point out the problem that will be solved.
Clarify what users will get when they click. ContentVerve has the perfect example: “hanging the CTA copy from, “Get Membership” to, “Find Your Gym & Get Membership”
increased click through to the payment page by 213.16%.”
Make sure your call to action is concise and not too long. CrazyEgg writes that “anything that goes over ten or fifteen words is probably too long.”
If you really need to have additional text, add it next to or under the button. These are called click triggers and according to Copyblogger “Simply by adding two click triggers—one an anxiety-reducer about credit cards, the other a key benefit of the solution—FriendBuy now sees 134 signups for every 100 it used to see.”