Best Practices, Online Marketing
7 Tips for Crafting Call to Actions that Convert
You’re down to the wire and the end is in sight, but don’t be fooled into thinking your client will cross the finish line on their own. They need direction!
This direction comes in the form of a call to action (CTA). Your CTA is the part of your ad or campaign that tells your target audience what they should do next. It should be thought-provoking, action-inspiring and persuasive. The tricky part? Achieving all these things in a clear, concise and focused CTA that’s tailored to your target audience.
To make it even trickier, there isn’t a one size fits all approach to writing CTAs. What’s going to work best for your business? Conversion will depend on a number of factors. You can check out how your business stacks up here.
It’s also important to have a clear idea of what your desired action or outcome is, as well as your customer’s level of awareness. If they’re still in the ‘unaware’ stage of brand awareness, it’s unlikely they’ll respond well to ‘Buy Now’.
If you’re feeling uninspired by your current CTAs, chances are your customers are too. Start writing CTAs that convert with 7 of our top tips.
1. Use first person language
Transform your CTA from a message to a decision by including a first person pronoun. Craft your CTAs using singular pronouns like “me” and “I” to give your customer authority in their decision making. For example, ‘Learn more’ could be changed to “I want to learn more”, or “Show me more”.
2. Use powerful verbs
It makes sense to include a verb in your CTA, and this will tell your customer exactly what you want them to do. Sounds simple right? While it seems easy to use verbs like ‘learn’, ‘shop’, or ‘sign up’; there are stronger options out there just waiting to be used. Verbs like ‘snag’, ‘score’, ‘claim’ and ‘reveal’ are more emotive and have a better chance of capturing your audience’s attention.
3. Know your audience
We could sound like a broken record here, but there really is no better way to convert your audience than to get to know them first. Take a look at some of the key insights from your industry and use this to inform your strategy and CTA messaging.
4. Include numbers
Customers respond well to seeing numbers as it provides value and insinuates certainty. This could include prices, percentage discounts, promotions and incentives. A CTA like “Order now to save 40%”, gets the customer excited and they know exactly what they’re getting.
5. Make your CTA stand out
CTAs disguised in a sea of text are less likely to grab your audience’s attention. Alternatively, your CTA can appear as a button, pop-up, slider, sidebar or hyperlinked text. These formats will help to guide your client to the next part of the journey. Buttons are generally the most popular and can be personalised with colours and shapes; making it effortless for your audience to find.
6. Create a sense of urgency
FOMO is a real condition. Your client is more inclined to act fast if they’re lead to believe they could miss out. A touch of urgency could be as simple as prompting your customer to ‘Hurry, before it’s too late!”, or “Don’t miss your last chance to sign up!”.
7. Cover all bases
It’s important to customise your CTA based on the device your audience is using. There’s nothing quite as embarrassing as a CTA that looks great on desktop but doesn’t stack on mobile. Mobile users also tend to have different behaviour to desktop or tablet users, so do some research and let this inform your strategy
Drive conversion rates with new CTAs
Spend a little extra time crafting CTAs for your next campaign and track their performance. This will help you to establish what works and what doesn’t and will make each set of CTAs more effective than the last.
Need some thought starters to get the ball rolling? Take a look at The Daily Egg’s 21 Captivating Call to Action Examples to Steal. If you’re still lost for words, it could be time to raise the white flag and join forces with creatives who can write CTAs in their sleep. *Hint* that’s us! Get in touch with our team today to discuss how we can work together to drive conversion for your business.
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