The most effective call-to-action techniques use basic psychology.You can use some of these psychology methods in your calls to action to turn visitors into repeat customers.For example, let’s say you just read about an online tool that can make your business run faster and increase productivity.

How Compelling Is Your Call to Action?
Your website is competing with more than a billion other websites.Every one of those sites asks the user to do something, whether it be to buy, read more, or hand over their email address.Luckily, creating a click-worthy call to action isn’t hard.In fact, you don’t need to look any further than the nearest psychology book.

Here are seven ways you can use psychology to create a more compelling call to action.

1.Use Repetition
The human brain automatically scans material for themes and patterns that can help it process and understand information faster.If you’re not sure which recurring phrase will be effective, use your targeted SEO keyword.This provides a seamless start-to-finish search experience for the user:He types the keyword into the search engine,then recognizes it in your ad copy or meta description, then sees it again once he clicks through to your page.By the time he reaches the call to action containing the same keyword, his brain has begun associating your page with the phrase he initially searched, and he won’t hesitate to click the button.

2.Create a Sense of Urgency
This method highlights the scarcity of your product, thereby prompting the user to click your call to action before the deal is gone.This is why so many calls to action include the word “now.”Exclusivity is another powerful motivator.Nothing feels more exclusive than being one of the first to have the insider scoop, especially if you can give the user bragging rights.So don’t just ask your user to just plain old “subscribe here,” prompt them to “become an insider” or “ask for an invitation” to your mailing list.Other motivators include “be the first to hear about it” or “get it before everyone else.” They’ll be more inclined to join your list if they think they’re gaining access to something that can elevate their status.

3.Focus on a Benefit
Psychologically, users aren’t interested in bells and whistles.They’re interested in how those bells and whistles help them solve problems.Think about how your product saves time, money, or hassle for the user, then incorporate that value into your call to action.A call-to-action button that says “never be late again” is more impactful than one that says “get our time management app.” The same goes for a button that says “shave 10 hours off your work week” rather than “read our time-saving tips.”Phrase your call to action to focus on results, and you’ll instantly see more clicks.

4.Minimize the Risk
Everyone loves high value and low risk.So why not do like smart marketers do and use money-back and no obligation tactics to seal the deal?Minimizing risk alleviates your user’s fears and hesitations during the buying process and encourages them to buy or sign up.Make sure you’re clearly stating them in your call to action or in the copy leading up to it.While you’re at it, don’t overlook the power of the word “free.

5.Choose the Right Color
With the absence of physical space — meaning your product or service is fully online — the only senses you communicate through is visual (and audio if you use video).This is why using the right color is so important.Since you can only communicate through visuals (and sound), use a color that will get your users to “click.”If you want to energize, choose a vibrant yellow or orange (think you want to come across as trustworthy, choose blue as the color of most financial institutions.Or opt for a rich purple if you want to convey a sense of opulence and luxury (think

6.Ask at the Right Time

Welcome mats and above-the-fold call to actions provide a less invasive user experience than traditional pop-up boxes.These eliminate the risk of a user leaving your site before seeing your call to action. However, if your primary goal is to get your users to buy something, it’s best to follow steps 3 and 4 (focus on a benefit and minimize buyer risk) before asking them to sign up via a welcome mat.Users will rarely agree to buy without having some idea of what they’re getting for their money.

7.Keep It Simple
It’s good practice to follow up your primary call to action with a secondary one, such as following your company on social media after purchasing a product.However, it isn’t good practice when your primary call to action is followed by several more calls to action.Make sure your primary call to action is immediately visible and understandable,then see if other elements on the page could distract visitors from that call to action.If you’re giving the visitor several other calls to action to click on, it’s probably too much.Streamline your visitor’s experience and increase success rate by making sure you have a primary call to action and one secondary call to action.Any more than that and it will distract and deter people from staying on your website.

Final Thoughts
Attract more visitors and increase conversion rates by helping your visitors through the buying process using effective call-to-action techniques that have roots in basic psychology.


Peter Zmijewski is the founder and CEO at KeywordSpy. His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.