So your visitors aren’t clicking your call to action button.
Do you know why?
Taking the time to figure out why visitors aren’t engaging with your CTA is one of the key ways of improving conversions and sales.
We’ve got 49 reasons your visitors might be avoiding your CTA (plus some pretty awesome cat GIFs). Take a look at this list and see if any of these items might apply to you.
1) Your visitors can’t find your call to action button.
2) Your visitors can find your call to action button (after all, it’s BIG and RED and says “LEARN MORE”) but they’re unclear of the benefits they’ll receive by clicking.
3) Or they’re very clear of the benefits they’ll receive by clicking; they just don’t want any of them.
4) Your call to action button doesn’t contain actionable words. As I mentioned in this article for Unbounce: “Button copy like “click here” or “download now” doesn’t communicate what you stand to gain by clicking. “Enjoy a free week—on us!” on the other hand, does.”
5) Your call to action button is red instead of orange.
6) No, wait, it’s orange instead of green.
7) You haven’t read Kissmetrics’ “Psychology of Color and Conversions” to learn which CTA button color might work best for your audience.
8) You haven’t taken the time to build a strong buyer persona, so you don’t know what need your product is going to solve. (Read KlientBoost’s buyer persona guide to get started on that right after you gain CTA tips from this piece.)
9) You’re trying to sell your product to too many different buyer personas. It is possible to develop your site to meet the needs of more than one buyer persona (Digital Third Coast has a guide to help you get started) but each CTA should be tailored towards a single persona.
10) You have more than one call to action button on your designed landing page. Don’t take that “each CTA should be tailored towards a different persona” advice to mean “stick multiple CTAs on your landing page.” If you’re going to target a CTA towards a different buyer persona, do that in your blog section or in your social media outreach. You get one CTA button on your landing page.
11) You haven’t done any user testing, so you don’t know that your visitors simply can’t find your call to action button.
12) You did do some user testing, but you didn’t ask visitors to complete a task—perhaps “find the call to action button?”—and you didn’t watch how visitors explore your site. (Read KlientBoost’s User Testing post to learn more!)
13) You did A/B testing… once. Sure, you found a better performing option, but you don’t know that there are even better options out there.
14) You did some A/B testing, but you forgot to eliminate the lower-performing option.
15) You decided two years ago that you found the perfect call to action button, and haven’t updated it since.
16) Your call to action button is above the fold, and you haven’t read the ContentVerve study that showed a 304 percent increase in conversion when the CTA was below the fold.
17) Your call to action button is below the fold, and the copy above the fold isn’t strong enough to compel visitors to scroll.
18) Your landing page copy pushes people away. Here’s another Unbounce quote: “Every piece of copy on your landing page should drive your prospect forward through the conversion path, closer to your goal.” Is your copy getting in the way of your CTA?
19) You’ve got the wrong possessive determiner. A ContentVerve study showed that, in one case, changing the CTA copy from “Start your 30 day free trial” to “Start my 30 day free trial” increased click-through rate by 90 percent.
20) Your visitors were going to click, but they got a Facebook notification inviting them to an epic GNO (girls’ night out).
21) Your visitors were going to click, but then they got that notification that there were new updates for their computer, and for once they clicked “restart and update” instead of “remind me tomorrow.”
22) Your visitors were going to click, but something happened to interrupt them and your product was not compelling enough to stick in their memory. In other words: the need was not great enough, and the benefit was not strong enough… yet.
23) You don’t make your call to action a psychological event. As Crazy Egg explains: “Rather than create CTAs lemming-like, try to enter into the mind of the user as you determine their motives, their interests, and what will satisfy their cognitive desires and curiosity while they are on the page.”
24) YOU ARE NOT OPTIMIZED FOR MOBILE.
25) You aren’t using one of HubSpot’s 16 call to action formula phrases: “Learn more,” “Get started now,” “Try it free,” and the other 13 that you’ll have to discover by reading the HubSpot story.
26) You’re afraid to use your CTA to offer a free trial. You know who says free trials work? Neil Patel. Don’t think of a free trial as a lost income opportunity; think of it as a chance to get someone really, really excited about your product.
27) Your page loads too slowly and visitors leave.
28) Your page loads very quickly, but your visitors bounce away just as fast. (Check KickOffLabs for 14 reasons your visitors might be bouncing away from your landing page.)
29) Your page loads reasonably quickly and your visitors begin to read your copy, but then you hit ‘em with a popover signup box too soon and they bolt.
30) Your page loads just fine, but your visitors click on something that isn’t the CTA. (Why is that link there? Should you remove it?)
31) Your visitors read your blog to learn how to improve their own businesses, but they never realize you also sell a product.
32) Your visitors read your blog, but they’re doing it at work and they don’t have the authority to order your product for their company even if they wanted to.
33) Your visitors don’t trust your CTA. They don’t know whether clicking the button and getting their free PDF also means signing up for a bunch of email they don’t want. (Instapage has a great resource on creating trustworthy landing pages.)
34) You’re offering the same boring free PDFs as everyone else. Want to learn how to create infoproducts that convert like hotcakes? We’ve got your guide.
35) Your visitors aren’t impressed by the quality of your website (maybe it’s out of date?) so they don’t think they’ll be impressed by the quality of your product.
36) Your website uses stock photos of people instead of real people photos. A Nielsen Norman Group study found that visitors ignore stock photography of people, but pay close attention to photos of real people. VWO also has a case study showing increased conversion by adding photos of real people.
37) Your website is not optimized for people with disabilities.
38) You aren’t active on social media. I don’t know about you, but I nearly always check a company’s social media feed before I decide whether I want to do business with them. If there’s nothing there, it’s like they don’t exist. As Internet Marketing Ninjas put it: “Not having an active account can actually damage your brand’s reputation.”
39) Your visitors have no idea how you differ from your competitors.
40) Your visitors have already bought similar services from your competitors.
41) Your competitors are doing what you do better than you.
42) You aren’t offering your visitors what they need. You’re offering them what you think they need. Have you asked your visitors what they need? Maybe do that.
43) DID WE MENTION THE IMPORTANCE OF MOBILE OPTIMIZATION?
44) You did every suggestion we listed above, but you didn’t A/B test your results to make sure they work for your visitors. Kissmetrics may suggest that visitors prefer green CTA buttons, but do your visitors prefer green? You only know if you test.
45) You did all the work, A/B tested everything, and increased CTR by 75 percent, but that only means you bumped your CTR from four people to seven people, and you haven’t yet figured out why the rest aren’t clicking.
46) You did all the work, A/B tested everything, and increased CTR by 95 percent, but you’ve only got 11 people visiting your website every day (which means the blog post you should be reading is called “50 Reasons Nobody Is Visiting Your Website”).
47) You aren’t asking your current customers why they clicked that call to action button. Crazy Egg suggests starting a process with your current customers: “Don’t rely on guesswork. Rely on testwork, surveys, interviews, and other actual information.”
48) You haven’t asked your peers for feedback, either. Sometimes talking over your CTA and conversion issues with someone in a similar industry can help you both understand how to improve.
49) You haven’t hired anyone to help you improve your conversion rates! Did you think we’d make it through an entire post about Calls to Action without including a KlientBoost CTA? Here is the CTA we use on our pay per click agency page.