Blog PostsStrategyManagement StrategyThe subtle art of pointing at buttons

The subtle art of pointing at buttons

A short post dear reader, so pay close attention.

I’m going to reveal a favourite trick known to most conversion specialists, but not to most PR professionals. It’s a fun little trick — and a little bit weird, too.

We all debate (well, some of us) colours and hover effects of buttons for maximising conversions. However, there are more to getting that important click than just picking the right kind of button.

You can also increase the number of people clicking web buttons by using visual elements to point at them. I do it myself on the front page of this blog:

pointing at buttons | Digital First | Doctor Spin
Adding that tiny arrow increased my conversion rate with 17%.

In this particular case, I saw an average conversion increase of 17% over the three following months compared to the three months before.

Of course, the use of arrows is perhaps the most obvious application. You could also use other types of visual pointers, like having a human face look at the optin form. Tricks like these might not make or break your digital strategy, but can you really afford to disregard conversion percentages here and there?

Photo by Jeremy Perkins on Unsplash.

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Avatar of Jerry Silfwer
Jerry Silfwerhttps://doctorspin.org/
Jerry Silfwer, aka Doctor Spin, is an awarded senior adviser specialising in public relations and digital strategy. Currently CEO at KIX Communication Index and Spin Factory. Before that, he worked at Kaufmann, Whispr Group, Springtime PR, and Spotlight PR. Based in Stockholm, Sweden.
  1. I agree with the psychology here, it really works. One dilemma of course is how this technique also must be adapted to responsive websites. When I view your site in my mobile, the arrow points left (outside the screen) but the content is below it. This begs the need to have multiple images and gaze-directions, based on the width of the viewport. I’d say it’s worth it.

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