Calls to action: why they are so important and how to use them

A call to action is an appeal to potential customers, designed to incline them to certain behavior. As a rule, he answers the question why. Why would anyone want to subscribe to your blog? Why someone will not regret money for your product? Only by convincing your target audience of the benefits of your products or services, you can encourage them to commit certain actions.

Unfortunately, many marketers underestimate the importance of calls to action. They begin to talk about how wonderful their products are, list their benefits and even prescribe in huge letters that their offer is limited in order to stir up their potential customers, add a "Click here" button and consider that this is enough. In fact, everything is not so simple. If you have not included a good call to action in your text, you can say you have wasted your time and effort. Remember: Each form of interaction with your potential clients should begin and end with a call to action.

The two main marketing channels that call for action include email and a landing page. Consider them in turn.

Call to action in emails: how to increase the effectiveness of your mailings

By sending an email to your subscribers, you hope that, firstly, they will open it, and, secondly, they will follow the link contained in it. How to achieve these goals?

1) Create a catchy subject line

The subject line is the first thing your subscribers see when looking at your new letter. If it is boring or banal, then they will not even open it, and immediately move it to the basket. Therefore, your subject line should be as catchy as possible. Consider for example the subject of a letter sent by British Airways to one of its subscribers:

from British Airways - Maria, participation in the Executive Club program has become even more profitable.

Why can this example be called successful? First, the company calls the customer by name. And this is no accident, because marketers of the company are well aware that people are pleased to receive personalized messages. Secondly, the value has already been declared in the subject line: the client will want to open the letter as soon as possible to find out what benefits he will receive.

2) Include in the letter a quality call to action

Suppose you managed to convince your subscribers to open a letter. Your next task is to get them to follow the link. In other words, they must respond to your call to action. And for this you must convince them that your proposal will be able to solve their problems and change their lives for the better.

Note the following letter, which presents a new mosquito repellent spray:

Are you tired of these omnipresent bloodsuckers who do not allow you to rest easy during the summer season? Are you tired of the fact that the whole body is itchy and itchy? Drive them away with Antikomar, a body spray with a delicious aroma that will protect you from annoying insects. Buy spray.

See how figurative this letter turned out. It immediately indicates a problem that bothers potential customers - annoying mosquitoes. Keywords are highlighted in bold in the letter to catch the reader's attention.

Imagine if the letter sounded like this: "Scare off mosquitoes with the help of Antikomar. Buy spray." Do you think such a call to action would be effective? Of course no. After all, it does not trace any value and interaction with readers.

3) Investigate your emails using A / B tests

If you want to determine the effectiveness of a call to action that contains in your emails, you can not do without A / B testing. Many e-mail systems have a built-in function to help conduct such research. However, you can cope without it.

Imagine that your subscriber base consists of 200 people. If you cannot make a choice between the two call-to-action options, then send the first hundred subscribers one version and the rest a different version. The option that gets the most clicks, and will be the most successful.

Call to action on the landing page: how to create the perfect CTA button

If you want to bring your call to action on the landing page to perfection, first of all, answer the following 5 questions:

1) Is the title of my landing page catchy?

The title of your landing page should immediately attract the attention of potential customers so that they do not regret their time to read your materials further. You have only a few seconds to interest your audience, so try to make the first sentence of your text not just good, but intriguing and catchy.

If you managed to do it, then it's in the bag. Your potential customers will read your advertising text to the end. This means that they are more likely to commit the actions you expect from them, be it downloading a document, subscribing to a newsletter, or buying a product.

Consider, for example, a call to action made up by marketers of the American fitness magazine Prevention:

As you can see, this page advertises fitness programs on DVD. Prevention magazine marketers have chosen a very good headline for their landing page: “Get an IDEAL body with DANCING workouts!”. The target audience of this magazine, that is, women who want to lose weight, immediately pay attention to him. Key phrases are specially highlighted in bold type, large letters and bright pink color so that site visitors will notice them first.

The call-to-action button (underlined in red) with the words "Watch for free for 21 days" also turned out to be quite original. Instead of the usual oval and rectangle, it has the shape of a flower with many petals (again, taking into account the sex of the target audience).

2) Does my call to action stand out against the background of other content?

When it comes to making calls to action, you have to drop false modesty. Potential customers will not learn about your useful products and services if you do not declare them publicly.

To make your calls to action bright and noticeable, you need to use graphic tools: place a call to action in the form of a button, pick a good color scheme, etc. Take a look at how this is done on the Adobe Business Catalyst website:

In this case, the call to action ("Run for Free") is designed in the form of a yellow rectangular button that contrasts perfectly with the dark gray background. It immediately catches the eye when it hits the page - this is exactly what the marketers of the company wanted.

3) I used several calls to action?

You place your call to action at the very end of the landing page, hoping that readers will notice it? Enough in the clouds! Your call to action should be placed on the first screen, so that potential customers see it right away when they hit your landing page.

Another important point - a call to action is not enough. They should be at least 2 on one page. Only in this case, you can hope that the readers will click on your offer and not pass by it.

Consider, for example, the landing page of the site dedicated to The Resumator recruitment application:

The first screen of this page contains as many as four calls to action:

  1. Free trial (to the right of the navigation bar)
  2. Launch a free trial (center)
  3. Watch the video (in the center)
  4. Show The Resumator app

It is worth noting that the first two calls to action are identical. And this is not surprising, since the main goal of the marketers of this site is to encourage readers to try the free version of the application.

4) Am I following the effectiveness of my calls to action?

Suppose you successfully coped with the first 3 points: you came up with a catchy phrase, picked up a good design of the call-to-action button and increased their number to 3-4. The next important step is to monitor how effective your call to action is. You must compare the number of unique visitors to your site with the number of visitors who clicked on your call to action, and then draw the appropriate conclusions. If the second number does not suit you at all, then it’s time to change something.

If you want to create an optimal call to action, you should definitely do A / B testing. How to do this, read here.

5) Do I use the phrase "Click here" in the call-to-action buttons?

Are you still using the click here button? Well, it means you are behind the times. This phrase is a relic of the past. It was used in marketing in the 90s, along with flashing advertising texts.

Misty phrases scare modern customers. After all, they immediately want to know what will happen when they click on your call-to-action button. So be very specific with them.

Want your audience to start using a trial version of your application? So, specify in the CTA-button: "Start trial version". Want potential customers to download your book? Then the call to action should be appropriate: "Download the book." As you can see, everything is elementary. You do not need to reinvent the wheel.

Optimization of call to action - the key to success in marketing

So, we found out that the call to action is one of the most important elements of marketing. Success of your marketing efforts depends on its effectiveness.

We also looked at the rules for creating calls to action at the level of two marketing channels: email and landing page. We hope that they will help you to improve your calls to action, and, therefore, increase the number of your subscribers, conversion rate, clickthrough rate and other key indicators.

Watch the video: Build Effective Calls to Action - 7 Marketing Tips (December 2019).

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