A Killer Call-to-Action

The vast majority of business owners are not happy with their conversion rates.  There’s always room for improvement, right?  But, they’re not sure how to best remedy the problem. One method is to turn to Conversion Rate Optimization (CRO) to set the wheels to success in motion. Creating a compelling and relevant Call-to-action (CTA) is a sure way to kickstart your conversion rate.

Unfortunately, there is no single formula to convert leads into sales, but you can experiment with a variation on different calls-to-action until you get as close as possible to your desired conversion rates.

A Killer Call-to-Action

(Pixabay / mohamed_hassan)

A call-to-action (“CTA”) is a button, sentence, or single word that encourages your users to take their next step in a specific, predetermined direction. Calls-to-action in digital marketing usually contain hyperlinks that will take users to a particular place that the marketers are promoting. A call-to-action can take customers to a contact page, a sales page, a blog post, a newsletter sign-up form, or any other feature that you want to promote within your website.

There are good practices that can be used in making a clear call-to-action:

  • The CTA should be placed on the most relevant page of the website. Make sure that they are at very least on your homepage.
  • Make your CTA easily accessible. Keep it at the top or middle of the page so your user doesn’t have to scroll down to find it.
  • Clearly describe what the offer is. Your customers should know exactly what they’re getting when they click that button. One good example is to say, “Download your free e-book after signing up” if you want to encourage people to register for an account on your website.
  • The call-to-action should stand out as a design element on the page. If it looks just like the rest of the writing on your website, potential customers might have a hard time finding it. Make sure that it is visible and easily accessible.
  • To the best of your ability, make the font and style match the headline on the landing page.
  • It should involve an action word such as “register,” “sign-up,” “buy now,” or “download.”
  • There should be CTAs in the different stages of the buying cycle. Not all of your customers will enter the sales process at the same point. Offer CTAs that are contingent on the phase of the buying cycle each customer is in.
  • Keep up the trial runs. By continually testing and modifying your CTAs, you will arrive at one that will give you the highest conversion rate.

If your calls-to-action result in instant gratification, your readers’ user experience will improve, leading to increased conversions.