Creating A Call to Action That Works
A Call to Action (CTA) is the part of your marketing and promotions that tells your client what to do next. You know what they look like.
- Buy Now!
- Click here!
- Subscribe Now!
If you’re not using a CTA, you’re probably losing money. If you are, however, using a CTA but no-one is buying, your CTA probably isn’t strong enough.
What’s hard about creating a CTA?
For many people, the challenge of creating a CTA which prompts people to click and buy is difficult for two reasons. First, they are used to seeing the same old CTAs around the web and assume they must work and don’t look beyond those. Second, when they finally realise they don’t work, coming up with new CTAs which are short and effective is a challenge for them.
What should a CTA include?
A great CTA should pull your clients in and make it imperative to click that button. Let’s look at some of the elements which create a call to action that works.
Fear of missing out is real. Add a high degree of urgency to your CTA by making it a limited offer – limited either in quantities or the time it will be available. Some businesses combine the CTA with a countdown timer for a visual push, too. Here’s an example from Optin Monster. As you can see, it is very effective.
Show the benefits
There must be something in it for the client, otherwise why would they give you the time of day. Take the time to demonstrate what that ‘something’ is. Have a look at this CTA from HubSpot. It clearly displays the benefits of clicking the button by tapping into your need to save time yet maintains your focus on building successful landing pages. Show your customers precisely how they will benefit if they click that CTA button on your website. Don’t make them guess just how beneficial your services can be.
Here’s another example from Kissmetrics. Not only does it demonstrate the benefits, but it also emphasises the problem. This option reminds the client of their pain, and then promises the solution – the benefit.
We’re all a bit jaded now, not to mention overwhelmed from information bombardment. Therefore, a standard CTA such as “click here” probably isn’t going to be exciting enough to make your clients take action. In fact, CTA blindness is a real thing, these days. We’re so used to seeing it that we overlook it on the page. To overcome this, the CTA needs to be different and more compelling. Look at the CTA below and tell us it doesn’t make you curious!
Try to overcome objections
Imagine your clients sitting at their laptop or PC, finger poised over the CTA button, wondering if they should click… What’s going through their minds? What might stop them from clicking? If you can imagine that scene, it’s a clever way to try to remove their objections and consequently do away with any signs of buyer’s remorse. They will be 100% comfortable to click through to the next stage when they are fully informed of the situation. Look at it from a client’s or buyer’s perspective – walk in their shoes, even for just a moment. Here’s an example which does just that.
For many people, having to give their credit card details before they check out your offering is a deal breaker. This CTA eliminates the worry straight away. What objections might your specific clients have, and how can you overcome them simply?
Stand out through clever colour and placement
Your button needs to look like a button! It should stand out on your page, so choose a colour that won’t blend in with everything else. Bright colours can be exciting and capture your readers’ attention. Most marketers also tell us to place the CTA above the fold of your page as it’s one of the first things your client sees, like this example from HubSpot. You’ll notice the button is blue and immediately noticeable.
These smart call to action tips will help you create marketing practices that will work for you. Don’t be afraid to have a bit of a brainstorming session around your CTAs. When you relax and let your imagination flow, great things can happen.