A call-to-action is a critical part of any website or landing page content. If you don’t have a CTA or it’s ineffective, you will NOT get leads. No leads means no money. A great CTA should tell your visitor to do something specific like: leave a comment, subscribe, or purchase. Here are five brilliant strategies to make sure your call-to-action will convert.
Strategy #1: Psychology
A great CTA must go way beyond the written content. The entire piece should instantly engage, excite, and lead to action. Things like the color, font and other images of your CTA button can influence your audience to convert or even repel. Check out these interesting psychological elements:
- High contrast between button color and background color – studies show that people were more likely to click the CTA button when the contrast was high than when it wasn’t
- On-brand color scheme – an example of this would be an ad for Hummers with a sparkly pink CTA button. It doesn’t quite match, right? By choosing the same colors you create a brand story that your visitor will connect with and remember. Without even telling you a brand, if I say the yellow arches you know what I am talking about.
Consistency – Having one color for all CTA’s is a great way to get your customers to know what to do each time. It also creates an automatic impulse. If you choose green for example, they know green means go subscribe, fill-in email, or get a free download. Since they have clicked green before, people are more likely, studies show, to click again and again whether they read it or not.
Strategy #2 Peer Pressure
We all know that peer pressure works. When used right this marketing strategy will inspire your community to join in with all the other people that have. This also creates security and credibility, something every company wants and needs to convey. The other way this works is that people don’t like to miss out on a good deal. If so many of their peers have, they won’t want to be the only one that hasn’t. Here are some examples with top results:
- 73% of people in your area found this service helped them the most.
- Join the club! Over 500,000 people have lost weight with my program. You could, too!
- Join the 1-million people who have already bought X Product! Make sure you are not missing out.
Strategy #3: Urgency and Scarcity
There is a reason why Nike uses “Just Do It” as its slogan. People want to be motivated to get up and do things that make a difference in their own lives. In marketing terms, using words like “Today” and “ Now” gives a person that same kind of urgency. Creating a sense of urgency lets a reader know they need to act fast. Create value and connection with well-thought-of content.Here are some examples of urgent messages for readers/customers.
- Ready to lose weight, JOIN NOW!
- Reserve Now. Only 10 spots left at TechWeek 2019
- Act before it’s too late
- Only 10 left in stock, get yours quick!
Each of these messages tells your customer to act fast and plays on that well-known FOMO.
Strategy #4: Quizzes
Who doesn’t love to take a quiz? Besides being a great way to pique curiosity, you can use a quiz to get your users to answer questions you can use to understand your customer as well as isolate issues.
Strategy #5: Be A Giver Not A Taker
When it comes to a great call-to-action people will “click here” when something is being given away. This can be a free e-book, a download, free shipping, or a free demo. This idea touches on a few important things:
- Credibility – by giving away something you inspire credibility in your company, as there is an underlying feeling that you believe so much in what you are doing, you can give it away for free
- E-books – educating your customers is an excellent way to establish who you are and what your message is. This is a great way to build a community of followers as opposed to a one-time sale. This could mean a weekly newsletter or email subscription with some tips and tricks.
- Demos are an excellent way to “show” not “tell”. When selling a visual product or a service that is interactive, a demo is a great way to engage. Many people will click just to have the experience.
A call-to-action is one of the most critical pieces of your content. Take some time and makes sure you consider the above strategies. Always have your audience in mind when creating a CTA. Make sure they are engaging from a design perspective creating interest, clarity, and consistency with your brand and message. Creating urgency and scarcity lets your audience know they need to act fast and get it before it's gone. These tried and true tricks and tips will get you the attention and conversions you need to take your biz to the next level. What are you waiting for, go do it NOW ???