5 Simple Suggestions to Improve Your Call-To-Action
Creating an effective call-to-action requires providing incentive, as simply asking a website visitor to perform an action is very unlikely to happen. Every business, industry, and offer will need a very specific incentive in order to attain the desired conversion rate. It will require split testing and trying a wide variety of options in order to discover the best performing incentive, and here are five simple suggestions to help get the ideas flowing and improve your call-to-action.
1. Make your call-to-action crystal clear
When a website visitor comes into contact with your call-to-action they should be able to immediately identify what the intent is. Are they opting in to a list? Are they being provided anything of value in exchange for their information? It is the first step in a a series of information? The conversion rate will be horrible if the call-to-action is too vague and the visitor isn’t completely sure as to what they are being asked to do. The goal is to explain the CTA as quickly as possible and in the simplest of ways.
2. Provide incentive that the visitor can’t turn down
If you offer something of value to the website visitor in order to entice them into completing the offer it will result in a much higher conversion rate. Look at large brands as an example. They often put up offers for a chance to win free gift cards in order to entice their visitors into opting into their customer databases. Think they are able to build their marketing list quickly through this strategy? Of course, and their conversion rate is probably through the roof because they are providing something of value that the majority of their visitors have an interest in.
For example, if someone visits an electronics superstore website there is a very good chance that they are currently interested in purchasing a product or are doing some research for a future purchase. If they see a call-to-action that requests their name and email address in exchange for a chance to win a gift card to that website don’t you think there is a very high probability of them opting in for the chance to win? It all comes down to providing something enticing that the target audience will be interested in.
3. Make your offer personalized
A personalized offer can be the difference between average conversions and conversion rates that shoot through the roof. Offers that pre-populate visitor data can often help encourage form submits, and offers that adjust to the location of the visitor can all perform very well. Not only can a personalized initial call-to-action perform well, but the marketing and communication that follows the conversion should also be personalized as well.
If your CTA rolls into email communication then make it a point to personalize each message. Simply including the name of your contact in the communication and addressing them personally can result in a much better response. This is so simple to integrate, yet so many companies send off generic emails and communication to their prospects and customers. Personalized offers and follow up communication will always produce the best results.
4. Be consistent in your marketing and communication
It is important to be consistent with your marketing effort. Using the same electronics superstore example above, let’s assume that a major retailer received a new consumer that filled out an opt-in form on their TV section of the website and the call-to-action offered a chance to win a gift card to use towards the purchase of a new TV. Since the consumer info came through that channel there is a very high likelihood that they are interested in purchasing a new television. So, wouldn’t it make sure to present them with TV offers in the follow up communication?
Instead of sending them specials and offers for computers or DVD players, the company should send them offers that stay consistent with what they are interested in. This type of consistent marketing is much more likely to result in a sale rather than sending random offers that are not consistent with what the consumer is interested in.
5. Stand out from similar offers
The majority of websites all feature a call-to-action, so it is important that you make your stand out. Differentiate yourself from the others by making it unique and special. Many websites use the same contact forms, opt-in forms and layouts. Consumers get accustomed to seeing the same thing over and over and will immediately identify these as a call-to-action. This doesn’t necessarily mean that they won’t complete them, but making sure that your CTA stands out allows you to stand out.
Always make sure that your call-to-action blends in with your website and doesn’t appear to be a widget or generic CTA that was just thrown onto the website. Custom designs, colors, and some creativity will go a long way in helping you achieve your desired conversion goals.
These tips can help you get started, but remember that it takes a log of testing and tracking in order to develop the best performing call-to-action. No single detail is ever too small to ignore during the testing phase. Colors, button locations, and headlines can be quickly changed for testing, and many times the slightest change will make the biggest difference.
Please let us know if you have any questions, and feel free to contact us if you are interested in a custom inbound marketing solution for your business.