Typical call-to-action (CTA) triggers like ‘sign up now,’ ‘buy now’ and ‘learn more’ might not get you the results you want. These types of CTAs just don’t pack enough punch that will get customers to take action.
Most of the time, just making a few tweaks on your CTAs can already give you as much as 30% increase in conversions. All it takes is a few minutes of your time each week to weed out boring and outdated call-to-actions and work on improvements.
Here are some strategies you can apply to come up with a well-crafted call-to-action for your sales pages.
Make it noticeable
The general rule for CTAs is “go big or go home.” None of your call-to-actions will ever convert if your visitors keep missing them, overpowered by other design elements in your site. You have to create your CTA in a way that it looks totally in charge of your entire website. When talking about design, here are some of the factors that come into play:
- Contrast – Make sure that your CTA buttons pop from the rest of the page. You can use similar styling, such as fonts and colours, but try not to blend it too much with your website design.
- Clickable-looking button – If you want your CTA buttons to be clicked, the best way is to make it look like a real button. Shadows and contouring can do the trick.
- Large text – Your CTA text should be large enough to be read easily, but not too big that it overwhelms the entire content.
- Position strategically – Ideally, we place the most important CTA above the fold (top half of the webpage). But CTAs below the fold are not a problem, as this can generate higher quality leads.
Focus on the benefits
What will your customers get from clicking on your CTA button or link? Will they be better at work? Will they gain friends? Will they increase their chances of earning dollars? This will help your potential customers form a better picture of how your product or service will affect them.
When writing your call-to-action copy, use action-oriented verbs and second-person POV. Your copy should be able to compel your readers to perform the action you want. Here are some words that can help spice up your CTA copy.
- Reserve now
- Take (e.g. Take this course)
- Get (e.g. Get updates for free)
- Try (e.g. Try our free trial)
- Book (e.g. Book an event now)
- Grab (e.g. Grab your free copy now)
Leverage social proof
People have that natural urge to ‘always belong.’ They hate to miss out on any opportunity and would gladly try out anything that is recommended by a group of people. You can use this approach in crafting your call-to-action copy.
- “Join more than 50,000 subscribers who are receiving our products daily.”
- “Over 75,000 people are subscribed to our newsletter.”
- “Join over 2 million readers.”
If you have a clear picture of who your ideal customers are, you would know what makes them tick. One of the most effective ways of getting your customers to click and follow through is the problem-agitate-solve approach. According to Demian Farnworth, this formula can help you captivate your customers.
- Problem – The first step is to identify your customer’s dominant pain. Find out what your ideal customer is struggling with and use this in creating your CTA copy.
- Agitate the problem – After identifying the dominant problem, the next step is to arouse interest in the problem or make your customer’s anxious and uncomfortable about it.
- Solve – Last step is to offer a solution and make it available to your ideal customers.
Which of these strategies have you tried? Did you get ideal results? Share your insights with us!