A better call to action can be yours!
However, if you really want a better call to action there are many things to think about.
The types of CTAs you create depend on many factors. But, there are some tried and true tips that work for any niche to create better call to action regardless of where it’s placed and what the type of content is.
Let’s review some that we previously reviewed in some of the other posts in this series.
Plus, let’s add a few more tips for a better call to action to the conversation.
When you are designing your CTAs, you should ask yourself whether you’re planning to use text or a button.
The reason is that the words you use and how you set up a CTA with a button is different. You need to consider how it looks on a mobile device and how it stands out on your website.
I am a fan of using a combination of contextual linking and button linking. However, I vary this based on what looks natural, makes the most sense for the information. Plus I also consider which segment of my mailing list I am sending to and what they might prefer.
When you are placing a CTA within any type of content, you’ll need to consider placement. A good place to start is with the assumption that “above the fold,” someplace in the middle, and then again at the end work well.
While in most cases you want to limit the number of different CTAs so that you don’t confuse your audience about what you want them to do next, you still want to place that CTA in multiple places so that your audience doesn’t miss it. People tend to look at websites in a pattern, so it would also be a good thing to use heat map technology to help you with placement.
Help your readers to know that this is something to pay close attention to by your use of color, fonts, and language.
Words are very important when it comes to creating effective CTAs. Each audience is different, but, in general, using action words will help you to have a better call to action and, in turn, a higher conversion rate.
Use descriptive words so that they know what to do, why they’re doing it, and what they’re going to get out of it if they do.
Be sure that your CTA is relevant to the other content you’re sharing with your viewers and audience.
If you find that you’re getting a lot of click-throughs to a sales page or freebie but people aren’t downloading or buying it, make sure the CTA is relevant to the actual offer.
To write a better call to action you need to know who your audience is, what your purpose is, and what’s in it for them.
If you can get that all together in a visually pleasing way that is understandable to your audience, then your CTAs will convert better.
When sending your Call To Action via email consider the length of the email as email messages shouldn’t be very long.
If you want to ensure that your audience is reading your email message, make it short and stick to one topic, one issue, one problem.
FYI, studies show that text-based emails work better than fancy full-on HTML designed emails.
The caveat to this is your audience. If your audience is designers, they may prefer receiving beautifully designed emails rather than text-based ones.
If you have other offers, send separate emails for each offer.
However, it is important to remember to space out your emails so as not to overwhelm your reader. You also need to be sure that you stick to whatever cadence promise you made when they signed up for your mailing list.
There has been a great deal of information shared across this series. Let’s highlight some of the main points:
- Purpose – No matter where your call to action goes, it’s important to understand your purpose for the CTA. What is it that you want the reader to do? What is the purpose of your CTA?
- Design – Avoid clutter, make your website and email pleasing to the eye and easy to digest. Chose colors that make sense for your brand and are easy to read, A great example of this gone wrong is my current hyperlinks show as a beautiful on brand color but they are difficult to see. (Do not worry I am fixing that. That is also a good reason to keep evaluating.)
- Placement – In general, you should place your CTA in more than one spot to ensure that your audience sees it and goes to it. The best rule of thumb is one CTA.
- Content – The content is very important and should relate to your CTA in some way.
- Language – When you want someone to click on something or do something, it’s best to tell them exactly what to do in an email. “Click here to subscribe to the newsletter so you don’t miss out on anything.” Or, “Get 60% off Right Now, click here.” If you use HTML designed emails, you can use a button without saying “click here.” But, if you’re using text-based emails, it might help to point out the exact place to click for the deal.
- Mobile-Friendly – Many people read blog posts and emails on their mobile devices. Make sure that your website and email campaigns are mobile friendly.
- Add a Sense of Urgency – Create a sense of urgency with the wording you use. You might say something like, “Get Instant Access” or “Reserve Your Spot Now,” for a webinar that has limited seating. This is going to help your visitors act now rather than missing out.
- Include Social Proof – Social proof can help improve your conversion rates for all your CTAs. Add social proof such as testimonials, product reviews, and so forth.
- Use Trust Building Copy – Someplace below your CTA, you should use words that help build trust. For example, “we value your privacy, and we won’t share your information” below a sign-up button that requires name and email address. Perhaps, mention your “100 percent no questions asked 30-day refund policy” under the payment information. This will help build trust with your audience and improve conversions no matter the type of CTA.
- Try Different Lengths – Your CTA can be short or long. You don’t have to just say “sign up” or “buy now,” you can say much more than that. You can use a long description, such as “Sign Up for The XYZ Webinar Now & Receive Reminders so You Don’t Miss This Ground-Breaking Webinar.” Test them out to find what works best for your audience.
Hold the phone, I just referred to testing!
You need to test your CTA. That is the only way to really know if you have written a better call to action!
Review your CTA regularly to make sure that you are continually getting the results that you desire.
Testing and tracking your calls to action is imperative to ensure that you get the most out of your CTAs. You cannot assume they are working well. Even if you’re earning money and making conversions from your current CTAs you should track and test.
If things are not working quite the way you desire then review this series. Pay special attention to your wording and placement.
Some quick changes that may help:
- “Sign up Now” can be changed to “Watch Now” or “Download Now.” Pick something that is relevant to your CTA.
- You may need to change your CTA to a different location.
- Changing the colors such as in the example I gave above.
Testing and tracking your CTAs requires some access to technology. This may be available via your autoresponder software, Google Analytics, and others. The more analytics you have, the better so that you can improve your CTAs through tracking and testing. How to create an A/B variation test for Calls-to-Action (CTA) may be a good read for you.
Well, that wraps up our Call To Action series.
Be sure to post your questions and/or comments below.
For your convenience, here are all of the links to all of the posts in the Call To Action series.
- What is a Call To Action?
- 8 Elements of A Great Call To Action
- CTA Sales Copy & Content Marketing
- Who Is Your Ideal Client? What Is Their Call To Action?
- Even More Tips To Create A Better Call to Action
Do not forget to let me know if you have any questions.