Once you get your customer to click your eye-catching subject line, you’ve won half the battle! Now it’s time to lure them in even more with delicious content and oh-so-clickable buttons.
Click through rates keep me up at night and if you’re an email marketer, I’m sure you can relate. When I first started out, I couldn’t understand why my clickthrough rates were so low. All of the links were always in there, but I realized that there’s a bit more strategy involved. Clickthroughs are a big performance measurement and get you that much closer to a buyer. Here are four tips on how to hone your button design technique to entice and up that important click through percentage!
- Size – Often a button will be much larger than a linked piece of text, catching the reader’s eye. You should also make sure ALL logos, large images, and any visual element included is LINKED as well. That way people have multiple access points to get them to click through.
- Design – Buttons often have design elements that links don’t, such as shadows, gradients, and other effects. Design elements can make them stand out to readers.
- Color – Often, buttons will have a different color to the background and text, and this contrast draws the eye and makes the reader notice them more.
- Whitespace – When a button is set away from other elements in the email, the whitespace around it creates an area free from distraction, leading the reader right to it.
Here’s an example from an email I did just last week that achieved clickthrough percentage of 10%!
Breakdown of what works for these buttons:
- WHITESPACE: The bright orange buttons not only match the insanely colorful, fresh sea creatures pictured here, but the buttons match that color and really pop with white text on the white background.
- BUTTON TEXT: I started trying something new where I added a quirky little “this way →” at the end of each button. Oddly enough, clickthrough rates skyrocketed! I think it was because it played to the personality of my customer. I would suggest having fun with your button test to the extent possible. So instead of saying “RSVP HERE” you could say something like “Join us for the party!” - the second one sounds much more fun and enticing. You just want to make sure that you keep the text brief and to the point. Don’t let it get too long or else your button won’t be as effective.
- BUTTON PLACEMENT: See how I have one button at the very top and then another below after people read more about the product. This is another great trick that I learned. I used to just have a button at the very end, as I figured people wanted to read everything before they decide to buy. This is not the case. And in fact, the sooner you can get someone out of your email and onto your website/propel them to take action, the better! So what I did was I added another button that I always keep at the very top. For people who already know the product and want to shop it or read more about it immediately, this works like a charm. You can use this to get people to download coupons, drive them to your website blog, and more.
Please sign in to leave a comment.