Call to actions are an important part of your marketing campaign and can make all the difference in who visits your website and how many people visit your site, especially from your PPC campaigns. You need to provide your audience with as much information as possible in a clear and concise way to let them know why they should take your call to action, and what the benefits are.
It’s essential your use industry-specific terminology, to communicate directly with your audience in a manner they respond to. However, this can be coupled with some general advice and tips to help give your potential customers that extra encouragement.
It’s best to get straight to the point and use clear and concise call to actions. Being direct and informative with your choice of wording makes it immediately obvious to your audience what you want them to do, which in turn results in a higher click through rate. If your call to actions are too wordy it becomes less enticing and more confusing for your audience to understand what to expect when clicking the link.
Motivate Your Audience
You need to lure your audience in and give them some motivation to click the call to action. Whether this is saving money in a sale or increasing your company’s value proposition to the customer, you need to make sure they know the reason they should take the action. A good way to achieve this is to incorporate your company’s USP into your message.
Another way to motivate your audience is to use the ‘fear of missing out’ technique. By placing a timeframe on a sale or promotion it can help persuade the consumer’s decision, who doesn’t want to miss out on a deal, and this sense of urgency can help sway their decision.
Pricing and discounts are a valuable way of encouraging consumers to visit your site. This is a great way of luring your audience in, and because the user has already expressed an interest in your product at the advertised discount/price, this has an increased chance of generating a conversion. This can also be used in conjunction with the ‘fear of missing out’ technique to create a sense of urgency about a promotion.
It’s important that your call to actions work across multiple devices, and in particular on phones. People use phones differently to laptops and tablets, and particularly on e-commerce website users tend to use them to research products rather than purchase them.
To further encourage customers to purchase on phones, call to actions should be made larger and rendered in a way suitable to the display format of a phone. This will help make the call to action stand out against the rest of the website and help capture any impulse purchase decisions. It’s important to also make the number of clicks to checkout as minimal as possible, and checking out with a service such as PayPal further speeds up and simplifies this process and makes a user more inclined to purchase right away.
Test Your Ideas
Whilst it’s important to make your call to action direct and clear, this doesn’t mean they need to be boring and predictable. The best way to find out if they need livening up is to test them. Performing an A/B split test is a good way to see how your audience responds to your call to actions, and how they are impacting on your click through and conversion rates.