If there’s one expression you’ll hear thrown around more than any other by marketers the world over, it’s “call to action”.
Considered one of the most important elements of any marketing activity, a call to action is a piece of micro-content used to stimulate the reader to perform a specific act, i.e. ‘buy it now’ or ‘learn more’.
However, not only does an effective call to action spur just that – action! – but it can also serve to:
Get your call to actions right, and you’ll inevitably see an increase in your conversion rates.
Pair them with a great landing page: for a call to action to be effective, you must pair your call to actions with a great landing page; content that speaks of the benefit to the user – identifying a problem, whilst offering your product or service as a solution.
Use them sparingly: treat your call to actions like gold dust – you don’t need several on every page for them to be effective. You just need a couple of very strong call to actions, carefully placed, to start seeing serious, positive change. Users don’t want to be faced with multiple choices; they want clarity, simplicity, and decisiveness.
Position carefully: think about where the call to action should sit in relation to the imagery and the content; there’s no use putting a call to action button on a sidebar, over someone’s face or below the fold of a page, at the very bottom, where no-one will see it! Make it bold, make it big, make it relevant, and make it your focal point.
Give it a fabulous colour: one of the best ways to ensure your call to actions grab your user’s attention is to give it a really bright colour, which stands out from the general theme of your site; something which shout ‘click me!’ over and above the background noise.
Consider the user journey: try personalising landing pages with specific call to actions based on actions the user has already taken (or not taken) on your site, and pair this with a really quick, easy, and coherent path sitting behind it. E.g. if you’re appealing to customers who have abandoned their cart, recapture them with a ‘continue your purchase’ or ‘forgetting something?’ call to action, and take them straight back to the items they left in their cart. Offer Apple Pay or PayPal as uber-fast ways for customers to pay.
And there you have it, the basics of a great call to action that will increase your conversion rates and improve your sales. What’s not to love?
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