In this lesson, we focus on what makes money for YOU: How to create the best Call To Action button.
Practical best practice guidance for product comparison chart design to increase your conversion rates.
You want to create a product comparison chart with ease but you are not yet a TableLabs customer? Pricing options for Amazon Affiliate tool.
- 1 BASICS – The Call To Action button
- 2 THEORY – What is the best Call To Action for Amazon affiliates?
- 3 PRACTICE – What CTA button should I choose?
- 4 TABLE LABS – How to create your Call To Action buttons and track its success?
As an affiliate, your content tells your audience what products exist, features to consider and much more. This ideally creates interest in a product.
At the end of the day, you want to convert interest into commission. This happens with the help of a Call To Action (or short ‘CTA’) button, such as ‘Buy now!’.
The truth is – your reader does not really care about your button. An arbitrary message, an unfortunate placement and other characteristics can easily make your button look like cheap advertisement than thoughtful product recommendation.
The Call To Action button effectiveness is measured by the Click Through Rate (‘CTR’). CTR measures how many of your viewers click on your affiliate link. If ten people viewed your article and two click your Call To Action button, your CTR would be 20% (=2 clicks /10 views).
Especially for niche products, where your audience is limited in size, there is a ceiling for the maximum number of views you can expect for your content. In that case, increasing your revenue is easier by increasing your Click Through Rate then by increasing views.
Your reader wants to be engaged – intellectually, visually AND verbally. Meaning, your commission is not only depending on your content and the overall appeal of your site. It also depends on your verbal cues, meaning the text you choose to captivate your audience.
In this session, we will focus on options for verbal cues and how to choose the best call to action button.
THEORY – What is the best Call To Action for Amazon affiliates?
A good Call To Action captivates your audience and converts interest into commission.
‘Buy Now’ is the (gold) standard for Amazon affiliates. It’s concise, it’s clear, it’s our default. Not surprisingly, it’s by far the most common choice for a CTR button. Almost two out of three Amazon affiliates choose to stick with the standard.
The advantage is a clear message to your audience. If I click this button, I can buy the item.
While ‘Buy Now” is the most common choice, there are viable alternatives for CTA buttons. You should consider other options as we can see a noticeable difference for Click Through Rates for different Call To Action buttons.
The two common modifications are
A) in length, instead of ‘Buy Now’ you can say ‘ Buy now on Amazon’, and
B) in intent, instead of ‘Buy’ we can take a step back and say ‘Check’ or ‘View’.
What we see in the results, is that our standard “Buy Now” only ranks somewhere in midfield. The median Click Through Rate of 7% is only half of our CTR study champion, ‘Check Price’, at 13%. This indicates that you can increase the Click Through Rate by optimizing your Call To Action.
Does this mean, you should only choose ‘Check Price’ as Call To Action for all of your product comparison tables? The answer is – it depends, which brings us to our next section.
In short: Choose a Call To Action that leverages best practices and is tailored to your content.
In practice, there are more dimensions to the button itself. Through our study, we identified that something simple, less aggressive like ‘Check Price’ is working really well. But would that work for you?
Let’s look at the rationale why one button might be working better than others and how you can apply these insights to your CTA.
The highest Click Through Rates are observed for buttons that fit in to the holistic experience for the respective stakeholder of a website. What works best for YOU is depended on what we call the Call To Action framework for affiliates.
Let’s work through one example – Clara Clarinet, is a music expert and affiliate for music instruments.
- Context: Clara’s articles are in-depth and well-researched. Her CTA can focus on ‘check prices’ or ‘buy now’, rather than something unrelated to the actual sale.
- Product: Music instruments are expensive & prices vary greatly. Price is a major buying decision criterion for her audience.
- Customer: Her audience are self-thought musicians who are looking for a good deal. Her CTA should be tailored around the key decision criteria for her customers, which is price.
- Competition: For most of her pieces, Clara ranks high in search engines, in her niche are only few players. Since Clara is a leader, she can give customers space with a less aggressive CTA like ‘check prices’ rather than ‘buy now’.
Therefore: ‘Check Prices’ would be a great Call to Action for Clara.
In contrast, let’s say you affiliate product comparisons focus on ‘convenience at home’ and you write concise articles on topics that address somewhat urgent needs, like ‘best mosquito nets’ or ‘best spatula for cakes’.
Your customer main objective is to resolve his or her pain point with the help of your product recommendation and you are active in a highly competitive market. In this case, your Call To Action needs to be on point. In this scenario, a ‘Buy Now’ might work better.
This means, while some Call To Action buttons work better than other’s on an aggregate, for your specific audience, article, or even within your product comparison table, what is the best button can be very different.
The most effective way to test what CTA works best for you is an A/B test. You can do a simple A/B test with TableLabs.
Simply choose a different CTA for two tables. When you create a new product comparison table with TableLabs, you can edit the Call To Action for your table, either for all buttons or just a few selected.
An effective way of remembering which CTA you used in a chart is to add the butoon at the end of you chart name, e.g. ‘Best mosquito net_buy now’ and ‘Best mosquito spray_check price’.
After logging into your account, you can track your Click Through Rates in your Chart dashboard. After a certain time period, like one month, compare the Click Through Rates. If one is higher than the other, you know which CTA seem to work better for your content.
To test your CTA, choose articles that are similar in content & expected views. For instance, if you have two articles, one on the ‘best mosquito net’ and another on the ‘best mosquito spray’.
Any questions how to use TableLabs? Contact our support team right here
Interested in learning more? Check out Tablelabs features and pricing options
More Insights delivered straight in your inbox – sign up for the TableLabs Academy Newsletter.