A Call to Action (CTA) can play a key role in achieving the goals of a marketing campaign, website or even a Tweet. By overtly encouraging customers to click, buy or download, the importance of CTAs cannot be underestimated. Here are five ways to help you create a successful Call to Action.
So… what exactly is a CTA? In digital marketing terms, it is usually a clickable button with a short, clear message for the visitor or customer. It directs the reader to take a course of action, such as ‘Click to buy now’.
1. Make your CTA stand out
A Call to Action must be clearly distinguishable from other content on the page, which could mean a button colour that is discernible from the rest of the page. A bright yellow button on a black background would be one option, for example. White space around the CTA, to distinguish it from the background, is also worth considering.
2. Keep it brief
The CTA should be between three to five words, and should begin with a verb, such as ‘download’, ‘click’ or ‘open’. There should be no doubt as to why the clicker is clicking – ‘Send me my free book’ or ‘Buy this now’.
3. Project F.O.M.O
FOMO (Fear of Missing Out) is often an effective means of improving conversion. Words such as ‘limited’ and ‘now’ create a sense of urgency, while ‘Start your free trial now’ is better than ‘Start your free trial’. Focus minds, too, and be creative. After a disaster in the Caribbean island of Haiti, an app raising funds found that donations grew by 16% when the button changed from ‘Submit’ to ‘Support Haiti’.
4. Take it to the top
The Call to Action should almost always appear immediately – so should be visible at the top of a web page, for example, without the need to scroll. While this may be true of websites that offer simple transactions, more complex offerings – perhaps a charity appeal – may suit a CTA appearing after the visitor has had a chance to consume more information.
5. Use your Header
The CTA isn’t everything. According to studies, only about 20% of visitors on average continue reading after a title! The title matter must grab the reader, explain what the site is about and be concise. Then comes a sub-header to add more detailed information, followed by content that focuses on benefits rather than qualities. Using imagery is also very important, as this is what the eye is drawn to first.
Need some help improving your CTAs? Get in touch!