No matter how wonderful your website user experience is and how clear your sales funnel, you still need call-to-actions (CTAs) to encourage people to act, whether that’s to make a purchase, sign up to your newsletter or even just leave a comment on your latest blog.
A CTA is intended to move your visitors smoothly and strategically through your site, benefitting both you and your visitors by informing them and showing them content that can help, but at the same time, giving you opportunities to build a relationship and convert.
A great CTA helps you focus on your goals, and what you want your site to achieve for you, purely because you have to think about those things in order to write one! It also provides you with a ready-made measure of how your site is performing in the sense that you know whether your CTA works or it doesn’t, and you can use different versions to test and improve, which can help you hone your digital marketing. And, finally, your CTA is a perfect way to direct your readers to what they need and encourage them to act on it.
And if you’re wondering whether they work, here’s a case study from Brafton showing how adding relevant CTA buttons to article templates increased revenue by 83% in one month.
CTAs aren’t just about selling, though. It’s not all about ‘Buy it now’ or ‘Add to cart’, and if it is, then you’re losing out on a whole host of ways that call-to-actions can help you and your customers:
• You could use a CTA to encourage people to share your posts, interact, and engage.
• Use a CTA in more of a customer support role to direct customers to help and advice.
• Obviously, a great use of a call-to-action is to ask people to sign up for your newsletter so you can keep sending them excellent content, offers, discounts and more.
• You might add a ‘Start Here’ menu tab to direct new visitors, especially if you have a large site.
• Add CTAs on social media to direct people back to your site and increase organic traffic and lead generation.
• Include a personalised CTA in an email to offer a customer an ideal upsell or a discount based on what they’ve just bought.
There are far more possibilities than simply asking people to buy your goods and services.
1. Be you
If you’d use cheeky, funny copy in your business, then that will also work for your CTA, and the same goes for a fact-based serious copy if that’s what your business is known for.
Just like any other part of your inbound marketing, your CTA needs to represent your business and appeal to your target market.
2. Timing matters
If you go onto a new to you site and immediately get a full cover popup asking you to buy something or sign up to their newsletter, it’s highly unlikely that you’ll follow that CTA because you haven’t yet seen what the site is about and if you want anything they have to offer.
Likewise, you don’t want to give your customers such a poor experience, so think about when is best to show your customers your call-to-actions.
3. Make it consumer centric
Of course, you have goals for your site and you want to make sales, but think about what your customers want, and use your CTAs to help you give it to them. Sell the benefits and not the features of your offer, and think about why your customers are visiting your site and what problems they want to solve. You’ll create far stronger CTAs for looking at your site through your customers’ eyes.
4. Make your CTA stand out
While you’ll have your brand colours on your site, don’t just use the same colours on your CTAs or they could blend in so well with your site that no one sees them. Think about using a contrasting colour for your CTA button, white space around the CTA to make it pop, gifs, video… anything that can catch your visitor’s eye and get them to interact.
5. Don’t overdo it
You do want to get the attention of your visitors, but you don’t want to flash so many CTAs at them that they don’t know what to do and end up doing nothing due to too many options.
Keep it simple, clean and focused. What do you really want them to do? What would benefit both you and them the most? Focus only on that.
Over to you. Get creative and think about how you can make your CTAs different and eye-catching. How will you create great CTAs that fit with your business and attract your ideal customers?
Wednesday, May 16, 2018