Having an effective call to action is important in any marketing campaign. If you don’t know what a call to action is then read our earlier blog post What is a call to action in marketing?
Here are some tips on how to make a call to action that generates leads for your business:
Use orange and white
Different colours impact the way we interpret something and how we react. Blue, for example, conveys trust, yellow conveys cheap or low cost while black conveys a more professional image.
Depending on the offer and message of your marketing campaign you may want to use a different colour but we recommend using an orange box or button with white wording. Orange conveys urgency and urges the visitor to your page to take action and click. White is the best colour for making the call to action easy to read.
Have an enticing offer and wording
I have often talked about power words such as ‘now’, ‘only’ and ‘exclusive’ to urge the potential customer to take action but it’s more than just about the use of power words. The offer needs to be enticing as well. Ask yourself the question ‘would I take up this offer’. You may also want to ask colleagues or your closest customers for their feedback.
Position it at the top
The call to action needs to stand out and be easily accessible - and there’s no better place than having it at the top of your website or other marketing materials. In many circumstances (such as blog post or printed materials) you may find a good reason to have the call to action at the bottom or end of the content after the reader has looked through the content and understood what it’s all about - but you can have it at the top as well.
As many as 80% of visitors to a landing page or website don’t scroll or read the content through to the bottom. If you only have a call to action at the bottom then most visitors won’t get to it so that they can take the action you want.
Request as little information as possible
There may be circumstances where you need information from the person taking action - an email address to send them something for example, but always work on the principle that the more information you request, the less likely they are to complete the process.
No matter how good the offer is, there will be an increasing number of people who will not take advantage of what you are offering because they don’t want to have to supply the information required.
A well-known problem faced by eCommerce businesses is shopping cart abandonment. Even when someone has found the product they want and added it their cart, they still give up before the process has finished. There are many reasons for this and one of them is the hassle of providing the information they need to.
If you have a landing page offering a FREE guide and you want their email address to send it to them (and to market to them afterwards as part of the lead generation process) then it’s best to only ask for the email address and nothing else. Asking for contact number, name, address or anything else will increase the chances of them not pressing the call to action button.
Reduce the number of clicks
Similar to the above, the more clicks (or taps on a mobile device) the less likely someone is going to take action. Avoid redirecting a user to another page or sending them to a form to fill in. A call to action should be simple, straightforward and easy for the potential customer to action.
Limit the distractions
If you are creating a landing page to offer a free guide or to get in touch with you then your primary focus might be to ask for an email address and get the visitor to hit the call to action button. Anything else that's on that page acts as a distraction and reduces the chances they will complete the process.
It might be tempting to add links to your social media, the About Us page and other offers but the mind is easily distracted and customers are easily lost!
Ideally if you are spending money advertising and promoting the offer, you should have just one call to action - the one that captures contact details and offers what you are promoting. Why waste money driving people to your site, only to have them distracted by reading your latest blogs posts?
I talk about various ways to create a landing page that converts in my book How To Create A Perfect Landing Page.
If you would like help with creating the right marketing campaign and call to action then Contact Think Twice Marketing today for a FREE initial consultation.
The opinions in these blog posts are those of marketing professional and book author Darren Hignett.