By Annabel Thomas
It can be tricky getting prospective customers to do what you want them to do, whether that is downloading a resource, submitting contact information or making a purchase. A ‘call to action’ is how you direct visitors towards making the action you want them to take after they view your content. They are often found on websites, landing pages, blog posts, emails and PPC campaigns. Using great call to actions (CTAs) is essential in turning prospects into leads, 90% of users who view your headline also read your CTA text.
So, you may be thinking what call to actions should I be using? Unfortunately, you can’t take a one size fits all approach, many factors influence the language you should use. Read on to find out our top tips for creating powerful CTAs…
Adding a personal touch to your call to action text is the best way to increase conversions. Using words directed at the user such as ‘Your’ and ‘My’ are great ways to do this, for example, if you sell package holidays instead of using ‘Download Holiday Guide’ you would use ‘View Your Holiday Guide’. Simple swaps to personalise your CTA texts will make a huge difference.
Creating a sense of urgency is another great tactic to increase your conversion rate. Making an offer seem irresistible to your prospect customers is a fantastic way to do this. Including words such as ‘Now’ and ‘Today’ help create a sense of urgency around your products or services. Another popular choice is adding countdown timers to your landing pages where appropriate, this will help build the pressure to convert. Some examples of creating urgency in call to actions include:
Impressive CTAs provide instant gratification. For example, if you sell online fitness plans, instead of using the call to action ‘Download Fitness Plan’, you might try ‘Show Me My Fitness Plan’. The best way to create a sense of gratification is to understand your target customer and their current needs. Think about what they are looking for in that moment, and decide how your brand can provide them with what they need at the click of a button.
We’ve all seen CTA text such as ‘Submit’, ‘Send’, and ‘Download’. These CTAs are fairly common, often bland and not compelling to users. A term like ‘Submit’, for example, can be seen negatively by users who might wonder where their information is going and if they can trust the brand. This is especially true to users who are new to your business. Try replacing these for stronger words that give back the power to the user. You could swap ‘Submit Details’ for ‘Request Your Call Back’ or ‘Talk To Us Today’.
Finding which CTAs work best for your business comes down to trial and error.. It’s affected by the type of products you sell, where your customers are in their buying journey and the platforms you are using the CTAs on. It’s worth testing out different variations until you find what works best for your business. Try A/B testing various CTA combinations to provide you with a great insight into what your users respond best to.
We hope you have been inspired to up your CTA game and see more conversions come rolling in! If you need any guidance we are here to help, so speak to us today!