To put it simply, a call to action is a direction given to your audience to encourage a specific action, usually with hopes of converting those users to clients or customers. These are generally placed on landing pages, blog posts, or other forms of content.
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What is important - create a sense of urgency!
To influence your readers why they need to click your CTA right there and then, consider combination of verb with a combination of smart phrases/words:
While supplies last
Before offer ends
Regardless of your situation, here are some tried and tested approaches which should increase conversions:
1. What’s in it for me?
You must demonstrate to your reader why they need to click through now, or else your CTA can be ignored. Do this by using verbs that invoke a sense of value. For example:
Download for free
2. Create a sense of urgency.
The above words are ideal when trying to get your audience to take notice, but to influence your readers why they need to click your CTA right there and then, consider pairing the verbs with a combination of the following phrases/words:
Today end in 10 hours
While supplies last
For example, ‘Get Your Free Gift With Any Purchase While Supplies Last’ explains to the reader what’s in it for them if they click the CTA, but it also explains why they should act now instead of later. Remember that VALUE + URGENCY sets the foundation to a successful CTA.
3. The colour should stand out.
There have been many case studies and arguments conducted in the marketing industry to try and determine, once and for all, what colour converts best when it comes to marketing. Some say orange, and others say green. While there is no unanimous conclusion based on scientific evidence to work with, what is agreed upon is that your CTA button needs to stand out from the colour of the landing page it’s placed on. If it doesn’t jump out, users will look past it. Your CTA needs to pull the reader’s attention straight to it, but it also needs to be complementary to the colour scheme on your website so that it doesn’t appear distasteful.
4. Buttons that works.
When your call-to-action physically looks like it’s supposed to be clicked on, readers will click on it more often. A button is substantially more attention-grabbing than a small hyperlink, you can use a more eye-catching colour as well as a different, bigger font so that it’s more captivating and enticing.
5. Don’t ever forget A/B testing.
If you’re not using A/B testing to improve your marketing efforts, you are missing out on an easy opportunity to zero in on what works best with your target client base. Using this tactic while creating CTAs can help you narrow down which details will generate the best return.
SIMPLE basics of doing this:
Design a standard CTA button.
Measure the analytics on that CTA button for a specific amount of time (two weeks, one month, etc.)
After that period is up, make one tweak (the variable) to your original CTA (the control). You can change the offer or what ever you believe will be stronger. As well as simple changes can work, font style, the button colour, the text size, the placement on the page, etc. Track the data this CTA brings in for the same amount of time.
If you see a negative result, change it back. If you see a positive change, keep it, and keep experimenting with the rest of the design until you start to see the ideal amount of conversions.
It’s important when using this tactic to only change one thing per experiment. If you change two things at once and start to see change, you won’t know if the change can be credited to one of the tweaks or the combination of both.
6. Place your CTA where it makes the most sense.
What is important is to place a CTA where it makes most sense, which tends to be where readers would be best convinced of its purpose.
For example, If you had a blog entry that was called “10 Things You Need to Do When Building a Brand”, and the second point was about developing a buyer persona, you’d want to put your call-to-action button by that topic. If you put it at the very beginning, the reader might not understand its importance quite yet, whereas if you put it at the conclusion, the reader may have moved past the idea.
Also, try to personalize the CTAs as much as possible, they perform significantly better than any other format. You always want your instructions to sound like they are speaking directly to every user.
These simple tips should help you take the first steps to effective CTA´s
Don’t forget it is all about grabbing the reader’s attention, demonstrating the value and urgency behind your call-to-action, experimenting with different variables, and using some simple common sense, you should have no issues being successful in your efforts.