You have managed to attract your target audience to your blog post, video, or website, and now it's your chance to turn this prospect into a lead! However, is your call to action (CTA) clear, concise, and effective enough to make this transition easy?
Many marketers are unaware of just how important CTAs are for a company’s success online. Although it can be overlooked as a seemingly small detail, without a CTA, it is unclear to a user what he or she should do next.
The question, then, is how can you create CTAs that will end in success? Or, put another way: what are the characteristics of a CTA that will effectively convince a customer to follow through with your desired action?
You have only a matter of seconds to grab prospects’ attention, in which time you need to show them that nowhere else will they be able to find better offers, more useful information, or higher quality products or services.
For this reason, you need to keep your call to action short and to the point — ideally between two to five words. At the same time, your CTA must make it clear exactly what you want users to do and what is going to happen when they complete the action.
Use the Right Tone
Effective calls to action feature actionable words accompanied with strong, urgent language that has prospects acting, or making the decision to act, almost before they have a chance to think about it. You need to achieve all this without stuffing words, as excessive explanation makes calls to action harder to understand and reduces their impact.
Appeal to Your Prospects
Your call to action must be appealing; prospects should clearly see that they are the ones who stand to gain by taking action (and that stand to lose if they do not take action). You can achieve this by including text near your CTA that highlights benefits for the consumer, rather than you, the company. Again, this text must be clear and easy to understand. If there are several benefits, you may like to create a short list of bullet points.
Keep Everything Above the Fold
All the information prospects need to understand and become convinced by the CTA must be above the fold. In other words, no scrolling should be necessary. This is essential, as, in the majority of cases, your audience is unlikely to read an extended page of text.
Your call to action must stand out and catch the eye of prospects. The best way to do this is using neutral colors for the majority of the page but presenting your CTA in a contrasting, bold color.
If you give prospects a number of choices for action to take, they will most likely make the decision to do nothing at all. Although, in some cases, it may be necessary to offer more than one CTA, always keep the number as low as possible.
Test What Works Best
For calls to action that involve clicks, you can figure out how to design and word your CTA through A/B testing. This involves giving different CTAs to different customers and measuring which receives the most clicks. You can then use the data to help you design more effective calls to action in the future.
As I mentioned above, many marketers underestimate the importance of CTAs towards a company’s success online. The implementation of CTAs allow your website visitors to follow a clear path through your website while significantly simplifying the conversion process for those prospects.
Don't provide your website visitors with a reason to leave your site due to lack of direction!
When employing CTAs on your website, remember the seven tips shared above; this will ensure the creation and placement of effective CTAs that will draw both the attention and interest of your website visitors.