Eight Call-To-Action Tips That Actually Get Real Results For Marketers
Calls to action are one of the best ways to drive conversions on a given page. This is where everything comes together and where your content marketing strategy either converts or flops.
Sadly, the CTAs employed by most businesses are either outdated or ineffective.
For instance, the typical ‘download’ button and other boring, non-personalized calls to action no longer work. Today, only compelling and tailored CTAs compel readers to click. Further, if the value proposition is not on point, no one will convert.
So, what CTAs are driving conversions right now? Below I will discuss the main features that will help improve the conversion of your calls-to-action:
1. Visibility Is Key
Make sure that your call to action stands out and is visibly clear. You can use certain colors such as orange, green, red, or orange with a contrast from the background. In addition, leave plenty of space to make it easy for readers to identify it easily without hindrance and take the required action you need them to take. Before publishing your landing page, ask yourself if your call to action stand out clearly from the background. If it does not, try to rework the page to make it pop.
2. Use Social Proof
One of the best conversion tactics to use when creating enticing calls to action is borrowing authority. For instance, instead of saying how awesome your content is yourself, try to include your customer advocates’ words in your CTAs. People trust people and not brands therefore; they are more likely to click on something if a real person has endorsed it. Try reaching out to happy customers or encouraging feedback on social media to collect social proof from your customers that you can use on your pages.
3. Set Expectations
Every CTA must both set expectations and meet them. Put yourself in your client’s shoes and ask yourself what you would expect to happen if you submit your email address. Then make sure that you follow through on the promise of your CTA.
4. Do Not Be Afraid To Repeat Yourself
Do not be shy about keeping your CTA simple and straightforward. Remind your site visitors what to expect multiple times so that there is no confusion. For example, if you want people to schedule a demo, your copy might read, "Click below to schedule your free demo today,” and your button would be ‘Schedule my demo.’ This way more people are likely to take action since they know exactly what to expect. You will see improved results when you use your button copy to "speak for” the visitor.
5. Focus On One Goal
Focus on your landing pages’ user experience. It is tempting to include small tasks, like encouraging social media shares in addition to your main conversion goal on a landing page. Avoid that temptation and ask yourself what your singular goal is for each page. Then, your ads or email links should be in line with that goal, your page should expand on that goal then your button should include that exact goal. Do not confuse your leads out of a purchase. Make the choice clear; do not overload your users with too many offers or distractions. Keep your audience focused on what matters to you, which is converting.
6. Make It Urgent
The most important element of a call to action is immediacy. You need your users to take action at that given moment. Try to make your CTA feel immediate even when it does not seem particularly urgent. You can use words like "today” or "now” in your button copy. Another option is adding a countdown to your landing page. Watching those numbers tick away can be enough to encourage signups.
7. Optimize For Mobile And Desktop
Consider where your audience will encounter your call to action. Interested prospects will likely search for and through your content on a variety of mobile and desktop devices. However, a sign-up form when viewed on a desktop might not appear above the fold when viewed from a tablet or mobile device. Make sure that your call to action appears above the fold and that your button still has a "breathing room” that makes it stand out.
8. Make It About Your Clients
Using the word ‘you’ better engages the customer and makes them feel like you are connecting directly to them. In addition, it appeals to the individuality and personal choice of your audience. Try to use the words "you” and "your” in your client’s buttons, email subjects lines or on their blogs to make them feel more invested in the call to action.
Utilizing a call to action is the number one way to drive conversions on your website. Note that content marketing is useless without CTAs to capture leads that will convert in the end. With the above tips you have a toolkit for conversion optimization on any page from concept to design and copy decisions.