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5 Ways to Improve “Call to Action” on Your Medical Website

Your website is the face of your medical practice and needs to quickly and powerfully translate your brand to visitors. Once a visitor has connected with your message, the next step is to turn them from a lead into a conversion. The typical ways of converting visitors into clients is via “Call to Action” elements such as contact forms, buttons, and social media subscription (i.e. like us on Facebook or follow us on Twitter). However, having these Calls to Action is not enough. Great care must be taken to optimize these important elements of your site to maximize their effectiveness. There are a number of ways in which Calls to Action can be optimized using a few tricks from the User Interface toolkit.

Decisive Language

An example of using decisive language to improve the Call to Action

Example: Using decisive language to improve the Call to Action.

Calls to Action need to have concise, forceful language to encourage interaction. While “Click Here” is certainly simple and effective, changing button text to be more goal-oriented typically results in better conversion. Phrasing the text with action such as “Get qualified today!”, “Sign me up now!”, or “Yes, I want a free trial!” gives the user a clear indication of what they will accomplish and how to proceed. Filling out long forms will certainly turn most off upfront, but easing them in with the end-goal of their experience can lower that friction making the interaction seem more instant. Adding language with time sensitivity can also help as it adds a sense of immediacy. You always want users to know what they need to do next and the language of your Call to Action is your best way to achieve that.

K.I.S.S. (Keep It Simple, Silly)

An example of using simplicity to improve the Call to Action

Example: Using simplicity to improve the Call to Action.

Nothing will drive traffic away faster than requiring more action than is necessary from a visitor. Forms need to capture only the most vital information with low chance of error. Why be strict about the precise format of a user’s phone number? Let them fill it out the way they see fit and get them on their way. Likewise, Call to Action buttons shouldn’t have multiple sentences in them. Get the user moving on to the next step. While you want your buttons and forms to stand out, keep the design consistent, easily visible, and recognizable. Speed and ease of use is the name of the game in lead conversion. Once the user’s basic information is captured, you have more leeway in how to interact with them but you need to make the initial barrier to entry as low and unintimidating as possible.

Contrast

An example of using contrast to improve the Call to Action

Example: Using contrast to improve the Call to Action.

Make your Calls to Action stand out. Use a different, brighter color for buttons. Use white space to make forms pop so they appear less crowded and more inviting. You want your Call to Action to be easily distinguishable from the rest of the page. If the user needs more content before making a decision, provide it by all means, but keep it from competing with the ultimate goal of moving the visitor on to the next step or interaction.

Fitt’s Law (Use of Space)

Fitt's Law states larger, close by Calls to Action generally perform better

Example: Fitt’s Law states larger, close by Calls to Action generally perform better.

Without going into too much detail and dredging up scarred memories from your high school math courses, Fitt’s Law is essentially an empirical model which predicts user action based on a target’s size. Translation: the bigger elements are, the easier it is for users to interact with them…to a point. Your Call to Action should be located in an obvious space on your website with minimal distance to travel to. This means a button should be large enough to be easy to click or tap on and not too far away from all the other action on your page. While making a button big and close by seems like common sense, there is a point of diminishing returns. The larger a Call to Action is, the smaller the boost in usability you will get by increasing its size further. Fitt’s law is especially important when considering the layout and design of your Mobile Medical Website. The main takeaway from Fitt’s Law is that all User Interface elements should be grouped together and big enough so that there isn’t any considerable distance between them.

A/B Testing

Using A/B (Split) Testing can help determine which Call to Action is best

Example: Using A/B (Split) Testing can help determine which Call to Action is best.

Finally, you can utilize split testing to serve up different Call to Action methods to test which one better performs. This requires a bit more leg-work and time/budget costs, but can dramatically improve website efficiency. Basically, you design two different elements and then randomly assign them to unique visors and log how each performs independently. Don’t know if a big, green button is better than a small, slick form? Use them both and let your users decide which they prefer without even knowing it is a test. A/B testing also helps remove opinion from the process to objectively answer questions about the quality of a Call to Action, solving the question of what works best once and for all.

If you would like to see how to put these tactics to work in your Medical Website Design as part of a Medical Marketing plan, contact Omni Medical Marketing today. Let us start improving your conversions now.