Having options is good. But having too many? It's paralyzing. This phenomenon, known as "choice overload," can leave your visitors frozen when they're bombarded with too many CTAs on your website. They can't make up their minds and are more likely to take no action.
The main goal of your website should be clarity. It may be tempting to include multiple CTAs to cover all possible actions on your pharmacy email database website, but it’s better to strategically guide visitors to one main action that fits your end goal.
Consider, for example, the websites of two well-known brands: Netflix and Hulu.
When you first visit Netflix’s homepage, it’s clear what they want you to do: “Get Started.” The design is minimalist, emphasizing this primary CTA, making it easy for visitors to understand their next step.
While these options cater to different user preferences, their sheer number can paralyze someone who isn't sure what they're looking for.
So, focus on the main action you want your visitor to take. Less is often more when it comes to CTAs. Even if multiple CTAs are necessary due to the company's offerings, design them in a way that doesn't overwhelm the user. Lead with your main CTA and let secondary CTAs follow without causing confusion.
Mistake #5: Neglecting mobile users
In our digital age, browsing on the go has become the norm. With over 55% of web traffic coming from smartphones, overlooking mobile optimization can mean missed opportunities.
Here’s the crux of the matter: mobile users experience websites differently. Smaller screens and touch-based navigation mean CTAs need to be clear, easy to tap, and positioned in a way that prevents accidental clicks.
Responsive web design is essential. It ensures that everything from layout to images fits perfectly regardless of the device your visitors are using. And remember that speed is key. Mobile users expect fast loading times, so make sure your website is up to par by compressing images and using speed-enhancing techniques.
Always test your CTAs on multiple devices to catch any glitches and ensure all visitors have a smooth experience.
Mistake #6: Not Testing and Iterating
User behaviors and preferences evolve over time. And so should your CTAs. Just because a CTA worked well last year, or even last month, doesn’t guarantee it will be effective today. So the mantra for sustained success is simple: test, learn, and iterate .
A/B testing, where you compare two versions of a CTA (or any element of a web page) to determine which performs better, is a powerful tool in this regard. It provides empirical evidence about what resonates with your audience, taking the guesswork out of the equation.
A/B testing and CTA testing should always be done on multiple CTAs to determine which ones perform best, like Unbounce did. Unbounce had a landing page where they wanted people to choose a pricing plan and sign up. Initially, their main “Choose Your Plan” CTA button was at the top, which, when clicked, smoothly scrolled down to reveal the pricing and CTA options at the bottom of the page.