Want People to Take an Action on Your Site? POINT It Out!


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point.jpgIt always amazes me when web designers try and hide the primary call to action on a page or make it “blend in” with the overall design.

Time and time again my test results have shown that the bigger, bolder and more obvious you make your primary call to action, the higher your conversion rates will be.

Bigger buttons, high contrast borders around buttons, arrows pointing at your calls to action… These are all ways to draw more attention to the action you want visitors to take.

Well… Here are the results of yet another test that illustrates this principle.

The following test was conducted on one of my coaching clients forced opt-in pages.

In this test we wanted to see if using a large “action shot” picture of the client pointing at the opt-in box, would help boost conversion rates.

In the control version we used his standard opt-in box area, with no image.

In the test version we used a photo similar to the one below.
sqz-point.jpg

(To protect the client’s niche I’m not showing the actual test version. This is just an example from one of my own squeeze pages.)

Here are the results:

Control version (no photo):
5,128 unique visitors – 1,891 optins – 36.9% optin conversion rate

Test version (with photo):
4,995 unique visitors – 2,257 optins – 45.2% optin conversion rate

That represents a 22% increase in conversion rates, simply by using a picture POINTING at the opt-in box.

But to test this further and PROVE that it was the “action shot” of pointing at the optin box that resulted in the conversion boost and not just adding a picture (which often helps), I decided to do a second test round.

In round 2 we tested our new control (photo pointing) against a regular full length photo of the client (with NO pointing.)

Example of “Non Pointing” photo below:
sqz-no-point.jpg

Here were the results:

Control version (photo pointing):
4,349 unique visitors – 1,976 optins – 45.4% optin conversion rate

Test version (photo NOT pointing):
4,311 unique visitors – 1,720 optins – 39.9% optin conversion rate

So as you can see from the results, the key in this test was the actual POINTING at the opt-in box. (Although in this case just having a picture did boost conversions slightly over the no photo version.)

The bottom line “take away” I want you to get from these tests is this…

Test action shots of you (or happy customers) POINTING at your main calls to action.

The boost in conversion rates may just surprise you!

Happy Testing!

Eric

About the Author

Eric Graham is a serial entrepreneur, author, speaker, copywriter and consultant. Enter your name and email address below to get notified when new response boosting tips, tested conversion strategies, updates, articles and videos are posted.

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