When it comes to marketing and promoting your business, you need to understand how important a convincing Call To Action (CTA) can be.
Your CTA is the part of your advert or the copy that you put at the end (usually) of your article or blog to invite the reader to take the next step. A strong CTA can move a person along the buyer's journey and motivate them to take action. Your CTA should compel a person to click the link, give away their contact information, or purchase your product.
Like writing copy, creating a call to action that works isn’t something that just happens. It's a combination of research, creativity, and implementing tried and tested methods that will bring you the best results.
So, with that in mind, here are some secrets to writing a compelling CTA that demands attention.
Your Vs My
When it comes to a CTA every word counts. Using the word ‘your’ is a popular choice as it calls attention to the individual. However, changing “your’ to “my” can also be highly effective in some situations. For example if you want a reader to reserve a ticket after reading your copy you could have a CTA of “reserve your seat” however, changing this you “reserve my seat” may make all the difference as it is more personal and makes it seem as though the seat is already there, waiting for that particular individual.
Add your CTA Buttons to your Banners
Thoughtful placement of CTA buttons is imperative. Readers expect to see a CTA at the end of an advert or article as well as on evergreen pages such as products and pricing. Placing your CTA on banners, however, is another fantastic place to add your CTA and you can expect to see a leap in conversions if you do.
Alleviate anxiety with trust signals
Including appropriate trust signals alongside your CTA will reassure readers and create a sense of security that will encourage them to part with details, or financial information. However, it’s important to carefully consider how to phrase these trust signals so they are most effective. Drawing attention to how you might use or not use customer's personal information could actually have negative consequences even if you are trying to reassure them if they weren’t even thinking about privacy concerns in the first place.
Give information rather than quotes
Offering a quote in your CTA could be damaging. It reminds users that they will have to part with their money and can awaken fear and a sense that you will pressure them. Instead offer information, help, and advice to your customers and they are far more likely to want to find out more.
Make sure your language fits the audience
The phrasing of your CTA is vitally important, so make sure you have done your research and fully understand who your target customer is. Using relevant and appealing language is going to have a far better impact. So think about what your prospects are looking for and what they value and tailor your CTA accordingly.
Be benefit focused
Above all else, your CTA is your last chance to show your potential customers why they should pick you, so focus on what it is you can offer them and overcome their objections by making it one that they simply can’t refuse.
These examples should have provided ideas on how to improve the effectiveness of your CTAs. So next time you are creating one, keep these in mind, and hopefully, you will see your conversion rates soar.
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