Want to Drive More Conversions? Captivate with Better CTAs.
Sure, you know what a call to action on a sales page, email or landing page is supposed to do: drive more leads and sales from prospects and customers. And you know how important calls to action are as part of your inbound marketing strategy. But could you be writing calls to action all wrong?
“Calls to action are the number one way to drive conversions on a given page,” says digital marketing guru Neil Patel. “But the problem with them is that many of them don’t work.”
The single purpose of your CTA is to convince people to take action. You must provide enough information to entice, but not so much that the reader is overwhelmed.
Creating an effective call to action is both art and science. You want your readers to respond, so you must keep three things in mind as you write every CTA: your business goal, the goal of your content and your audience’s need. With those three things in mind, you can then apply a five-point practice to drive more conversions for every CTA.
1. Stalk Your Competitors’ CTAs
Make sure your CTAs stand out from your those of your competitors. Research to see what your competition is using – then make sure you do something fresh and different.
2. Focus on Value
Before you write your call to action, be sure your body copy identifies a problem and explains why clicking the call to action button will help solve the problem. A small amount of content before your CTA can work wonders.
3. Focus on What They Will Get
Many times, CTAs focus on what the reader should do: download the e-book, get a free quote or sign up for the newsletter. Rather than focusing on what the reader must do, tell about what they will get. If the e-book will help them quickly train their cat, write “Teach me how to train my cat in 24 hours.” Other great options:
4. Consider a Question
Your most effective CTA may be in the form of a question. This is especially true if you can hone in on a specific concern of your reader. Here are some examples:
5. Provide a Way Out
Think about all the times you hesitated to follow a CTA. Were you concerned about the potential difficulty in cancelling if you didn’t like what you were trying? Smart marketers combat that with a good dose of reassuring content above the call to action. Messages like cancel anytime or join free for a month can help boost conversions.
6. Test, Test, Test
Understand how well your CTA works. Once you have a CTA designed, split-test it to fine-tune effectiveness. It is amazing to learn that using the word “shop” instead of “buy” or “try” instead of “get” often produces better conversion rates. Experiment with button color, text and CTA placement to improve its impact.
If you want help with the marketing strategies we blog about at CrucialContent, then let’s talk. Simply email me here.