Neuroscience offers proven ways to turn your next call-to-action effort into a click magnet, according to a recent eM+C article. The article cites three brain-science tips for boosting digital conversions. First, use images that point visitors in the right direction. It turns out that images of people and faces are what grab the brain's attention in your landing page or e-mail design. In fact, if you add a smiling face looking at a CTA button, studies show people will look where the image is looking--right at your CTA. Next, choose a button/text color that reinforces your message. Science shows that 90% of immediate subconscious judgment is based on color. For example, orange encourages immediate action (great for low-cost join /buy appeals); red increases the sense of urgency (a good limited-time offer choice); and blue builds trust and security (a financial offer favorite). Not sure which color will drive clicks? That's what A/B testing is for! Third, tell prospects exactly what you want them to do. For example, scientific testing finds the most effective CTAs use active, specific verbs (Download, Get, Start) and keep it short (the top converting buttons in a recent study were all two words or less). But don't forget urgency; just adding "Now" can significantly boost conversions. For more science-based tips to improve CTA results, read the full article at http://www.emarketingandcommerce.com/article/want-more-clicks-3-brain-science-hacks-that-boost-conversions/1
David Kanter, President and CEO of AccuList, is a list brokerage and direct marketing expert. For more than 30 years, he has helped companies and nonprofit organizations achieve their marketing goals. With David's Direct Marketing Forum, he shares, and invites others to share, helpful direct-marketing industry news, trends, analyses, resources, and tips for success. Please read our Comment Policy.
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