Are you frustrated with dismal conversion numbers? Is your email newsletter being opened by hundreds of customers, but no leads are popping up?
Your content could be failing to enact one of the most important results of successful digital marketing – ACTION from your customers.
Call-to-actions (CTA’s) are the very tools used to inspire such action. If your website is void of these, you could be missing out on interacting with prospects actually interested in your business.
What is a Call-to-Action?
A call-to-action is a prompt in the form of a button or link, made to inspire an immediate response from your prospects. This response could be anything from making a purchase to downloading something or signing up for your service.
The best visuals and writing in the world are pointless if your customer doesn’t know what to do with that information. If a visitor comes to your website, is impressed by your design, reads your statements, loves your idea, and then leaves your website that’s a failed opportunity.
If you want to convert those visitors into leads, consider Call-to-Action’s (CTA’s) your most important weapon.
In order to get the best results from your CTA’s, it’s best to adhere to a few rules:
- Make them Bold: Your CTA’s should jump out at the viewer. Your viewers shouldn’t have to search for them.
- Use Emotion-Evoking Words: The excitement you convey in your CTA should be infectious, getting your customers excited to engage with your business.
- Make them Concise: CTA’s should be short and to-the-point. No extra fluff.
- Use Incentives: “Get a free____” and “First month on us” can go a long way.
- Make them Persuasive: Convey a sense of urgency or inclusivity in your CTA’s that make your action-oriented request irresistible.
Following these best practices ensures that your call-to-actions actually grab your viewers attention and increase conversions on your website rather than just views.
When you need inspiration for ways to enact these practices, check out these 7 killer examples of successfully magnetizing call-to-actions.
Call-to-Action Example #1: Orbit
What makes such a seemingly simple call-to-action so effective? It is clear, concise, inviting, and the entire page is geared towards highlighting the CTA. By isolating the content on the page to a big and bold picture of the product preceded by a strong claim about what the product can do for the viewer, “Consider Your Mouth Blessed”, the call-to-action “Learn More” tempts the reader to get the answer to the subtle question implied by the page, “Why would I consider my mouth ‘blessed’ if I got this product?”. Curiosity is a powerful tool in marketing. By clicking the “Learn More” button, the audience takes one step closer to buying from Orbit.
Call-to-Action Example #2: Chick-Fil-A
In this example, we’re going to shift the focus from “Join Chick-fil-A One” to the first word on the page, “Free”. One word everyone can appreciate is the word “Free”. Do you want to grab your viewers attention? Stamp the word “Free” nice and big in front of or in your CTA on the selected page and watch the actions increase. This CTA is emboldened not merely by the bold color red, but by the beautiful crispy chicken nuggets pictured here. This is a great example of offering enticing incentives to get viewers to follow through on doing the action you’d like them to. Who doesn’t like chicken nuggets?
Call-to-Action Example #4 & #5: Cook’s Illustrated
While this CTA isn’t intended to get the website visitor to sign up for anything, it very well could be used for that purpose. The beauty of CTA’s like this one is that the excitement about the product or service is implied and that excitement translates to the customer. “Let’s Get Cooking” is direct, to-the-point, and it removes the thought about what steps must be taken before one can actually “Get Cooking”. This CTA cuts out the implication that there is a process, as would be implied by CTA’s like “Sign Up Now” and “Call Today”, and gets right to the meat of why the user is on the website. From the perspective of a user that wants to engage with this business, I don’t come to the website hoping to “sign up” to cook, I come to the website because I want to cook. You see the difference there?
It’s clear that Cook’s implements the CTA practices mentioned at the beginning of this article. Firstly, they entice the user with a scrumptious looking background highlighting the best of what their business offers; good food. Secondly, they mention that word we love again, free. Lastly, they tell us that we will receive “expert” cooking advice. From the perspective of the user, if I like to cook and I like what I’ve seen on this website so far, when this pops up on my screen, I will be highly likely to sign up for the newsletter because I want free, expert cooking advice. Cook’s makes a bold claim, presents it with enhanced visuals, and even personalizes the call-to-action by stating it is “my” newsletter. Every best call-to-action creation practice is implemented perfectly in this example.
Call-to-Action Example #6: James Avery
James Avery sells expensive or at least borderline pricey jewelry. It’s very unlikely that one CTA will cause the James Avery website user or visitor to make a purchase decision on this website as instantly as one might for Chick-fil-a or Orbit. By getting the website viewer to sign up for their email blasts, however, they have an opportunity to lure prospects into making purchase decisions through several different product-showcasing and brand-familiarizing emails. They know that a large majority of their market visits their store before they buy, therefore, they center their online marketing efforts towards promoting that in-store experience. Offering the potential customer the opportunity to “Be among the first to know about new catalogs, special events, and fresh, new ways to wear your favorite designs.” is a way to lure website visitors to keep up with the business. They are moving their customers through the buyer’s funnel one CTA at a time.
Call-to-Action Example #7: Campaign Monitor
This CTA uses a vibrant lime green color to attract the user’s attention. Once the visitor sees where the button is, they need to be convinced that clicking it will be beneficial to them. “Send email your customers can’t ignore” sets the tone for the kind of results one can expect from using this service. It’s a bold claim that communicates effective results for business owners who use this service. “Try it for free” is merely the icing on the cake. Not only can this service increase a business’s email open rates, but it’s free. The call-to-action at its core is “Try It”. The goal behind it is to get customers to try the service. Pairing a strong, concise claim about what the business provides for the customer with an awesome deal emboldens the CTA, making it irresistible to website users.
Stop Losing Customers
Neglecting the importance of a good call-to-action strategy is turning away customers and wasting marketing dollars. All of the content marketing in the world won’t get you more conversions if your customers don’t know what you want them to do.
Tell them! Take the time to focus on your prompts referring to these examples for inspiration, and start seeing your conversions grow.