Why Your Call-to-Actions Fail

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Are you frustrated with dismal conversion numbers? Is your email newsletter being opened by hundreds of customers, but no leads are popping up? That’s because your content is failing to follow through on the most important part of digital marketing – ACTION.

What is a Call-to-Action?

From websites to landing pages and emails, every piece of marketing should be driving customers to a goal. That could be anything from making a purchase to downloading something or signing up for your service. A call-to-action is a prompt to get your visitor to take that certain action that you’re looking for. Whether you’re using a website, landing page, email , or other piece of marketing, you should focus on one purpose for that item and use a unified call-to-action to drive customers to do what you want.

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 site, is impressed by your design, reads your statements, loves your idea, and then leaves your website that’s a failed opportunity. To convert those visitors to conversions, your Call-to-Actions (CTAs) are your most important weapon.

Use Visual Cues

Since your call-to-action is the end result that you want from a customer’s visit, it needs to be the most prominent item on the page. Getting your visitor to look at the prompt is the first hurdle, and it can be achieved with a few tips:

Use a button. Website browsers know that a button means taking an action. Remove any doubt of how to take action on your website by using the familiar style of a button.

Stand out. If your action button is getting lost on the page it’s going to be overlooked. To prompt action, your button should command attention, which can be accomplished by using bright, contrasting colors and ensuring that the text on the button is clearly legible.

Go big. Sizing is also crucial to ensuring that your action button isn’t overlooked. Skimming is a common practice, and immediately drawing your customer’s eye to what you want them to do and how to do it is imperative to grab the attention of even the most disinterested visitor.

Choose the Right Words

Now that your visitor is looking at the button, you need to convince them to click on it. Choosing your words carefully can make a huge difference in your conversions. In many instances, you may only have 3, 2, or even 1 word to convince someone to do what you want. In these cases every letter counts.

In a world where we are constantly bombarded by marketing, your call-to-action needs to break through your customer’s expectations.

  • Be clear in telling the customer what will happen. Unknown results will make visitors shy away from taking actions.
  • Explain the benefit of the action. When you have enough space, draw attention to what a customer is getting from their choice, such as “Learn how to increase your leads”.
  • Use action verbs, as specific as possible. Since you’re trying to incite action, avoid lackluster or boring words. For example, when prompting visitors to download an E-book about SEO, instead of using “Get it now” you could use “Learn SEO Strategies Now”.
  • Avoid using friction words, such as “download”, “buy”, or “submit”. These deter actions, as they imply effort on the part of the reader.
  • Give your audience ownership. Instead of prompting visitors to “Download your free trial”, say “Download my free trial”.This is pre-emptively passing ownership and gives the reader a sense of personalized possession.

Even within the actual content on your page, you can still direct your visitor to take action. This should be a unified message within a page, to avoid sending conflicting signals that can drive away conversions. For instance, on a dentist’s oral exam page, you may have a form prompting visitors to schedule their appointment. If so, you should point them in that direction with the writing on the page. The is usually most effective at the end of the page, so that your reader knows exactly what to do after they read all that convincing text.

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 and start seeing your conversions grow.
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