Every business understands the importance of call-to-action (CTA) phrases in their marketing campaigns. They are the magic words that convert website visitors and potential customers into loyal customers. However, not all call-to-actions effectively boost subscriptions, build email lists, increase lead generation, or drive sales.
So, how can you craft your call to action to meet your expectations and that of your prospects?
First, you need a clean and well-optimized site that will serve as your landing page. It’s worth noting that this site isn’t your homepage, neither is it one of your content pages. Inside the landing page is where all the magic happens.
Before driving traffic to the landing page, you need to optimize it to draw the prospects’ attention. But drawing attention isn’t the primary goal. The main purpose of a landing page is to drive website visitors to take action. The action could be to download an eBook, sign up for a newsletter, join a subscribers’ list, etc.
If you want to make a greater impact with your CTAs, you should first offer value to the prospects. Most marketers and business owners will have a CTA phrase as the last part of their sales process. This is because they want to leverage high-quality content on their blog posts to drive engagements before unveiling their motive.
That said, your CTA is equally important as your content pages or homepage. Remember, your marketing materials won’t convert if you don’t have a powerful call to action.
How to Write a Compelling Call to Action
Crafting a killer call to action requires that you understand your prospects. Knowing their pain points, fears, interests, etc., will help you win them since you’re communicating the same language.
But how can you meet this objective? Here are three tips for you:
1. Agitate on the Problem Before Suggesting a Solution
If you are to convince your prospect to take action, first, you need to identify the problem they are facing. Secondly, aggravate the problem. A Forrester survey shows that 45% of U.S consumers will abandon an online transaction if they feel their issues or questions aren’t addressed.
The goal is to identify the problem then show your prospect the cost or consequence of not solving it. Where possible, use accurate stats to reinforce your statement and pass your points across.
The final step is to offer a solution. Here, you don’t want to use some generic CTAs such as ‘click here,’ ‘sign up now’ or ‘call us.’ Instead, you want to set yourself apart from the rest. One way of doing this is to show your credibility, i.e., you are the best to offer the solution.
Highlighting your value proposition without overdoing it may work perfectly. Additionally, you can use the concept of social proof and give your prospects the urge to join their peers. This is where you can leverage phrases like “Join the other 50,000 subscribers,” etc.
2. Create a Sense of Urgency
Evoking curiosity is an effective way of making your prospects jump on an offer. Moreover, you can make them envision the reward and what they stand to lose if they don’t take action. Creating FOMO or the fear of missing out in your CTA can help boost conversion. In fact, 56% of social media users suffer from FOMO, while 60% of millennial consumers said they make a reactive purchase after experiencing FOMO.
3. Offer a Bonus
Now that you have an effective call–to-action, a discount will make the deal irresistible. Most prospects need a little push to take action. Luckily, you don’t need anything complicated since a discount will work just perfectly. What a discount does, is it distracts the prospect from looking for other options. Similarly, if you give a time-limited offer, you will create a sense of urgency, as we’ve highlighted above.
Business Call to Action Examples
A CTA phrase has one primary goal in the marketing world – to convert or close the prospects. These action phrases are everywhere, from social media posts to random website ads. A CTA example is an ad copy on Facebook or Instagram asking you to hit a social sharing button.
To understand the concepts we’ve discussed above, we’ve rounded up three CTA examples from popular brands for your reference.
1. Emphasize minimal commitment and low risk: Amazon’s Prime Video Service
The idea is to make the prospects feel comfortable to take a specified action without committing. Amazon’s Prime Video services use the phrase: “Watch now, cancel anytime.” Here, the prospects can sign up for a free-trial, risk-free, since they can cancel their membership anytime. The technique encourages many people to test the service.
2. Always Be Clear and Straight to the Point: Quicksprout
Clarity and precision are some of the CTA best practices that make your marketing stand out. A simple CTA copy that’s benefit-oriented will convert better than a complicated sentence trying to conceal the motive. Quicksprout, for instance, promises prospects to “double their traffic in 30 days.” The CTA button directly asks them to click and watch the free course.
3. Highlight Immediate Benefits: Optimonster
Your readers won’t leave their contacts if you ask them to wait for one month to receive a free newsletter. Instead, you want to mail them an infographic or eBook immediately after they sign up. An example of a company leveraging this tactic is Optimonster. The company exchanges their comprehensive guide on converting visitors into subscribers for a prospect’s name and email. The CTA is a simple – “Download Now,” – where the website visitors can get the guide after filling in their contacts.
With the above tips, you can tailor your CTA to suit your target audience and enjoy higher conversion rates. Another thing is to use A/B testing to monitor your landing pages’ performance before or/and after launching it. Here, you can modify the CTA button color, design, and shape and pick what works best with your target audience.
To ensure effective CTAs, constantly challenge your digital marketing campaigns for the better. A rule of thumb is to pay keen attention to how you introduce the problem and choose your action words. Lastly, make sure your limited offers are irresistible and don’t forget to test and improve your CTA strategies.