It would certainly make things easier for digital marketers everywhere if there were a nice, neat set of rules to follow to increase conversion on their webpages. If only we could all make our call-to-action buttons blue, our font Times New Roman, write a simple description of our offering in plain, uncreative language, and guarantee millions of conversions. Unfortunately, this nice, neat set of rules does not exist.
“What’s the Right Button Color?”
When it comes to getting visitors to convert on your webpage, there really are no “best practices.” Every digital marketing article or blog you come across has a different stance on what button color leads to the most conversions. Some say green because it symbolizes “go”, some call for a vibrant blue, and some are champions of the BOB (Big Orange Button). No matter how amusing the online debate on call-to-action button color gets, the truth is there will never really be a winner. Because there isn’t just one correct button color to make your page visitors convert. The only way to find out what the right button color for your page is, is to put it to the test.
The same is true of all elements of your page. What works and doesn’t work can drastically change from industry to industry, business to business, and page to page. Elements that might be generally accepted as good for conversion may not work for your audience and vice versa.
Knowing Your Audience Gets You Closer to Conversion
To increase conversion, you must understand YOUR audience. It is essential to know not only what they like and dislike, but also their expectations, their desires, and their concerns. As digital marketers we need to look at our pages from our audience’s perspective and make sure that what matters to them is being addressed, and what doesn’t matter to them isn’t taking up valuable space on our websites.
There is no such thing as mass marketing anymore.
As marketers we cannot just put out something that we think can be generally accepted as appealing by the entire human population. We must understand what our audience wants and needs and WHY. This understanding is what guides us to add elements, design, and content to our pages that will help visitors understand how clicking the call-to-action button will bring them one step closer to what they want.
WEVO is Here to Help
At WEVO, we deliver individualized customer insights from your audience to help you understand their expectations and what they want from your page. WEVO’s conversion drivers help you understand what goals your page needs to accomplish to get visitors to convert. There may not be a list of best practices for conversion optimization, but WEVO can show you what will work best for your audience.