Creating a strong call-to-action is the main factor that will determine your overall conversion rate. A call-to-action is what tells people who view your landing page, ad, email or website what you want them to do. Here are some tips on creating call-to-actions that work.
Be Clear and Use Actionable Words
Be clear and blunt about what you want people to do. Use actionable words such as buy now, shop now, download your free report, call us, etc. Saying something like “Your free report is ready” won’t bring in nearly as many conversions as a clear call-to-action such as Download now.
Nobody wants to miss out on a good deal. Creating urgency is a good way to increase conversions. For example, using words like now, today, immediately etc work well to get people to click on your call-to-action. If you have a limited time or limited customer offer, make sure to mention it as well. You can even include a countdown timer on your landing page, which will create a clear sense of urgency.
Numbers are a way of giving your viewers a clear picture about what they will stand to gain if they follow your advice. For example, using a call-to-action that says something like “Buy Now and Save $300” will give your readers a very definite idea of why they should click on your call-to-action and buy your product.
You Need a USP / UVP
Your Unique Selling Point (USP) or Unique Value Proposition (UVP) is what makes your viewers want to follow through and click on your ad over the other ones on their screen.
It needs to be something special not the same thing that everyone else has and not something that customers take for granted – like “professional service”.
Explain what exactly you have to offer and what they will get from you. For example, if you’re giving out a free report, explain what the free report is about, how it will help them, and why they need it. It can be difficult to fit all of this into one small ad, so choose your words carefully.
Make It Easy
Make your call-to-actions seem as easy, effortless and as least time-consuming as possible.
For example: If you have a sign-up option that’s integrated with Facebook or Twitter, use “Login With Facebook” as opposed to “sign-up With Facebook.”
If you want people to subscribe to a webinar or enter their email address for a free ebook, don’t make the part of them having to enter their email address apparent right away — instead, include a “Register Now” or “Download Now” button, and have a sign-up form pop up only when they click on it.
If you’re selling something, your landing page might only have a field where they enter their name and email address, and only after they do that take them to another page where you ask them to enter their payment information.
This is another marketing tactic — once people have put in a little effort, such as giving away their email address, they’re more likely to put in more effort and enter their payment information.
Test, Test, and Split-Test
You need to split-test various call-to-actions on your landing page, website and ad copy and see which ones convert best. Even small word changes can make a big difference. If you’re promoting an email list that offers a free ebook as a lead magnet, does Download Now or Access Now work better than the usual Submit or sign-up? Does Click Here work better than Visit Our Website? Run multiple ad and landing page versions and look at the data to see how you can improve.
For more content marketing and call-to-action tips, just contact us.