Your revenues and conversion rates are affected by your call to action or CTA. In marketing, you must have value-driven content and great ad copy, but your CTA directs and motivates users to actively participate. There are different strategies used by CTAs to engage users. You should leverage these and develop a strong CTA for your business.
What Is Call to Action?
A call to action, or CTA, is any element of web content or a web page that motivates users to take action. CTAs can come in different forms such as a signup form, a link, a button, and many more. CTAs can also be soft like “Yes, Kindly Send the Information to Me” or very direct such as “Buy Now”.
The essence of a call to action is to assist users in making a decision which then leads to the subsequent step in the conversion process. If properly done, a CTA will help marketers make conversions or sales, and help them generate leads.
Why you should have a CTA
The ability to make a sale or not depends on having a well-designed, strategically placed CTA. They are not just a one-time encouragement because they are used in every step of the buyer’s journey. There are different things a user can be urged to do such as start a free trial, subscribe to a newsletter, or click to get more information about a social post.
You will be leaving the user confused and wondering the next step they should take when you exclude CTAs from your content. You should also know that without a compelling CTA, you will be losing potential clients no matter how good your content is.
Different types of CTAs
Call to action can be in different forms. Generally, they should engage users. Here are some of the common CTA you should know.
“Subscribe” is a common call to action that encourages users to participate or join a subscription, club, newsletter, or some other group. It is elaborate in some cases and you will find it as “Become a member now and you’ll never miss an update”. There are endless variations to it but it all urges people to consent to get information and content from you.
Add to cart or buy now
This call to action is commonly used in eCommerce sites. They help users make quick decisions and make a purchase. Just like any other CTA, these calls to action can be elaborate. The chances that a user makes a purchase increase once they add your product to their cart.
This type of CTA is quite similar to CTA. It is mostly used for courses, webinars, and other events. Marketers can even make it appealing by saying, “Sign up now and get a 20% discount”.
Start free trial
Free trials allow users to test a product before deciding whether to purchase it. This type of CTA is common with software companies. Brands use free trials to entice users because many who start free trials already displayed interest in the product. This makes them potential clients.
This call to action is frequently used for goods and services with higher price tags. In-depth courses or more complex service industries can also use them. These CTAs give people the time and information they need to think things through.
How To Develop a Strong CTA
As a sales marketer, your CTA must be strong and well-crafted. This help in pushing people to your product collections. Here are some best practices for developing strong CTAs.
1.Put yourself in the position of your potential clients
If you were to be your potential client, what would it take you to take action? If you do not have a clear answer to this, then you need to put a plan together to learn more about your audience.
Knowing how your potential customers think can help you craft a strong CTA that will speak to them.
2.Experiment with length
The length of your CTA should depend on the target audience. However, it is proper that you get straight to the point and avoid the use of unnecessary words.
Generally, your CTA should not be more than 15 words. Having a CTA longer than this may cause your potential client to lose interest and not go through with them.
3.Tailor the CTA base of your prospect’s current purchasing stage
If your products and services lend themselves to a lengthy sales cycle, having a CTA that asks the potential customer to act immediately is unlikely to be effective.
However, you can score a sale with the “buy now” CTA for your products that require less planning to buy and are cheaper as well.
4.Try out various CTA writing formats
To get the best results, you must experiment with different CTA writing styles. Ensure that your copy is not too complicated. Do not worry if it does not work.
Use different methods until you get it right. It is also crucial that your writing conveys value to the reader.
5.Present it as a CTA
Your website’s CTA must be easily identifiable from the other text and images on the page. Consider a button with text or a bold image.
Emojis that direct potential customers to links can also be used when developing CTAs for social media posts. In the end, you want to make people aware of your CTAs.
A call to action is expected to improve the response rate to your ad content in the market. Without a strong CTA, the visitor or potential client will not remember the ad and move to other things instead. Successful sales reps have long known the importance of CTAs. Giving customers compelling reasons to buy right away is the secret to a successful call to action.