Everything You Should Know About a Call to Action
The phrase Call to Action occurs quite regularly in marketing. You see it everywhere in articles, on blogs and websites, and pretty much anywhere else there is a potential subscriber to be added to a particular list. When we speak of a call to action (CTA) as it relates to marketing, it is meant to entice a response from your visitor.Typically it is meant to get them to click through to the next page to receive your free offer, grab your latest ebook, sign up for your webinar, or to make a purchase from your website.
Essentially it is used to convert your reader or visitor into a customer, client, or follower. Although it may seem like a no-brainer that in order to get your free gift, the visitor must “click here”, but that is not always the case. Most people need to be enticed and TOLD exactly what it is you want them to do. In the online world, instructions are a necessity if you want to be successful with your CTA’s.
Your CTA should look like this: CTA>Landing Page> Thank You page
A CTA can be a very simple request like “choose a school to attend” or “watch this free video” or it could be something a bit more pressing.
Several more ingenious CTAs actually incorporate a series of smaller CTAs to accomplish the end result. The smaller CTAs create a pattern of behavior that “teaches” the user to continue clicking through.
See, the next page just asks another question related to the first, but is getting the user closer to doing what you want them to do.
Until we reach the final destination
Having different pages linked together, each with a separate component, can increase your conversion rates.
Page 1- create your custom flag
Page 2 – add your colors
Page 3- pick your size
Page 4 – See your custom flag and tell us where to send it (email address)
Getting the visitor to click to the next page is the ultimate goal here and you can do the same with providing a simple ebook as well.
1-“BRIEFLY” describe your offer with a simple CTA button. Make this page with no email or name fields to fill in.
2-Next page looks similar to the first page with relevant content and a bit more info with a name and email field to fill out to get the lead magnet. You have trained the visitor to click to the next page and since they have already made a commitment they are more likely to give up info to get the product they initially were looking to receive.
So make your initial CTA just a headline box or something similar to grab the attention of the reader, including your CTA button, once they click on it, it should take them to your landing page or your lead capture page. Make sure both pages are similar and the second page merely confirms to the visitor they have taken the proper step. Once they give you their information, they should have immediate access to what was promised if they don’t you need to be clear as to when and where they should expect to recieve it.
Being honest, genuine, and trustworthy will go a long way. Always provide exactly what you say you will and go above and beyond every chance you get.
Steps to creating a powerful CTA
1-Be sure to include a word that indicates an action. What is it that you want them to do? Download a pdf file? The action word for that would be “Download” Want them to watch a video then using the action word “Watch” would be sufficient. Making your CTA simple and clear works to your benefit. The harder it is for the visitor to understand what it is that you want them to do, the less likely it is that you will get them to take action.
2-It’s wise to include the same words on both or all of the pages. Using the same content or keywords will ensure the visitor they are following the proper process. Using the same images on all the pages helps as well. Confusion could make all the difference between a killer campaign and a dead one.
3-You have just a few seconds to grab attention. It’s critical to use colors and text that will appeal to your visitors. Make a decision on colors and get creative. I rarely hear marketers refer Pixlr.com to create graphics but it’s a free online photoshop with a lot of quality features. I use it all the time.
Canva.com is also another place to get creative with your ideas.
Using a catchy title, the keywords, the offer they are going to receive, and the action word you chose (watch, download, play, etc..) will greatly boost the possibility that they are going to take the action you require which in turn will greatly increase your conversion rate.
4-Make sure your call to action is highly visible! You don’t want your visitors to guess where your call to action is. Be sure to place the CTA above the fold. If someone has to scroll down to find the CTA, it’s not in a good location. Make sure it is near the top of the page or at very least, visible at first glance. A larger button makes it far better to see.
5- You’re going to need to do some testing with your CTA. It’s very unlikely that you will get optimal conversions on your first attempt so be sure test, test, and test again. If you find that you’re not getting clicks, change something. It’s very important you only change one thing at a time. maybe it’s the button color or the image. Maybe it’s the position or it may be just one word that needs changing. By changing more than 1 thing at a time leaves you guessing at what the increase or decrease in conversions was due to.
Creating Your Call To Action
(1) What is it that you want to entice the reader or visitor to do? What offer do have for them? Are you providing a solution to a problem? Does it have some characteristic that they can use in their personal or business life? Having a good CTA involves writing something creative and uses some action phrases. Proper grammar and a link or button to a capture page is essential.
Measuring your results with an analytics page is very helpful when determining whether to use long or short copy on your call to action pages. Some writers get frustrated when trying to stuff info into a page with limited text while others tend to feel long copy discourages the readers. It’s important to find the right mix.
(2) Remember to use the same keywords and action words throughout the entire process all the way from start to finish. Consistency is key as this makes the reader familiar and help you build rapport and trust. Using this method will help you greatly increase the likelihood that they will end up where you want them to.
(3) In addition to using similar text and buttons, don’t forget to be creative with your CTA and landing pages. Utilize free tools like Pixlr and Canva to create some cool free graphics. Go over to Amazon magazines and ck out the latest magazines in your niche and get some ideas on what is selling right now. If you can grab some free copy that is selling right now, it may save you a lot of time and money in testing to find something that works. These magazines pay top dollar for their researchers to come up with hot headlines that sell and you can take advantage of that. Just rewrite a little of what you find and save yourself the headache of coming up with your own hot headlines.
(4) Once someone clicks on your CTA, the landing page should be the next thing they see. There are several different ways to create this. You can use your autoresponder service like AWeber to create one that is simple yet effective, or you can use a Word Press plugin such as WP Profit Builder,
Lead Pages, or Optimize Press.
(5) The thank you page is what they see after they have given you their information. If at this point you can provide them with access to your free offer, this is where you should do that at.
If you cannot for whatever reason provide delivery, tell them when you will and how you will provide it.
Always remember to be honest, genuine, and trustworthy.