Experiment with adding some strategic iconography to your primary button. Choose actionable icons, such as forward-facing arrows, that suggest to the user that something expected is about to happen next as a result of clicking on it. For downloads, you might test out a down-facing arrow or even file type icons, such as the Adobe pdf icon. Actionable icons can reinforce anticipation, or even set expectations and can help persuade your visitors to take the next step.
Mention your privacy policy near the form or submit button
One of the top reasons users don’t fill out lead forms is the uncertainty of what might be done with their information. Set expectations. Provide a link to your privacy policy under or near your form that ensures their personal information will be safe and won’t be sold or distributed to third parties. If you don’t have an official privacy policy, try implementing a short line of copy that reassures users their contact information won’t be abused.
Focus on a single call to action
Multiple offers confuse the user and confused users means lower conversions. Determine which single call to action is most important and make it the focus of your page. Make all other options clearly secondary. Create an obvious hierarchy. All links are not equally important. Attempts to be all-inclusive can create leaks in your sales funnel by distracting users ready to commit with unnecessary information.
Use action verbs that convey value to your users
The implications behind certain action verbs can often affect users’ willingness to follow through. Pay special attention to what your buttons and calls to action might suggest. A phrase like “order now” could imply to some users that they will have to wait to get whatever it is that they’re looking for. Others, like “apply now” or “join now”, could suggest that something might be required of the user in order to be a part of whatever the group is that they’re joining. Rather than focusing on what the group’s requirements are of the user to join, focus on what the user requires of the group. How will they benefit? Try using gain-focused words (ex: get, view, enjoy, discover, see, play) over effort-focused (ex: submit, start, activate, learn, pay, go). If the user is interested in a free download that you’re offering in return for them joining your email list, instead of “Join now” (what you want them to do), maybe your button reads “Get my free download”.
Use positive reinforcement in your calls to action or button text
It rarely ever hurts to remind your users what’s in it for them. Form buttons are often the tipping point between your customers deciding to follow through with the process or turning around and bouncing. Your button text should positively reinforce the user’s behavior of completing the form by reminding them, “If you do action (A), you’ll get (B) in return”. Try using specific language in your button copy that reiterates whatever it is they are expecting in return. Example: “Get (B) now”.
Stop using the word “submit” on your form submission buttons
It used to be that the word “submit” on a form submission button described what the system did when it was clicked. Now, with the tendency toward a more user-centered approach to website design, users have come to expect everything to be much more about them– and less about the technology.
Filling out a form is already one of those things that produces at least a little bit of anxiety in most users. It’s not something we ever really enjoy doing. Do you think the negative connotation behind the word “submit” helps relieve someone who’s already concerned about where their personal information is about to end up? It’s likely that it’s only reinforcing every worry about identity fraud that’s ever crossed their mind. Try using different language on your submission buttons that implies positive results. How are your users expecting to benefit from completing the form?
Make your button a different shape
Another easy test to try is button shape. You want there to be a high contrast between the rest of the page and your most important button or call to action, but there’s more ways to increase contrast than just color or weight. One way to make it stand out is by using a contrasting shape. How can you make this thing a true anomaly on the page?… Are all your buttons currently round? Try making your main button square. Are all your buttons currently square? Try making your main button round. If it sticks out as the one thing on the page that doesn’t belong, it will in theory attract attention.
Make your button a different color
It’s easy and can often yield big results. Make it a color that really pops. The more contrast between the other page elements, the better. You want this thing to really stick out like a sore thumb. Be sure that your main call to action (CTA) or goal button stands out significantly more than all your other buttons or links on the page. If you’re limited to utilizing branded color schemes, choose the brightest color, opposite to whatever subtler color is used for the majority of other page elements. If you’re not limited in your color scheme options, I recommend using the free Adobe Kuler color picking tool to find a good complimentary color. Historically, orange is usually one of the best button colors, but you won’t know for sure until you test!