Every time your business communicates externally there is an end goal. That goal can be anything, maybe you want people to buy your product, download your ebook, search for a product or click your link. A call to action is simply telling your audience what they should do, it’s a not-so-bossy way for a brand to be bossy.
The images, graphics, and copy that makeup marketing are there to explain why your product is the best; the call to action is there to help nudge your audience in the direction you want them to go. Calls to action can be anything you want them to be but as a general rule, they are 1-5 words. Seems easy, right? Nope. Coming up with the perfect call to action to up your conversion rate can be a daunting process. Thankfully, the talonX team is here to help.
The Mental Game
Just having a call to action is half the battle. Calls to action are everywhere online. Literally everywhere. Search engines, social media and websites all use call to action buttons to inspire action from their audience. Your audience is now programmed to look for the call to action. If you don’t have a call to action that is clear and easy to find, people aren’t going to go look for it.
This may seem like a no-brainer, but your call to action must contain an action word. Click, Download, Read, Buy…you get the point. With calls to action, subtlety is not the name of the game. If you want your viewer to download, use the word download and so on.
Given the chance, people are generally fairly easy-going lazy people. How many times a day have you thought: “I’ll read that article later” or “I’ll buy that as soon as I am done scrolling through my Instagram feed.” If you think like that, so do most people. If you don’t think like that, you are rare. Create a sense of urgency in your audience by simply using the word ‘now’ or saying things like ‘don’t miss out!’
People love free things, especially when it’s attached to something they may be interested in. Emphasizing the word free can give your viewer that little extra push they needed to get them to complete their action. One word can get you some many more conversions, so why not use it.
Relating to your audience in the first person is best practice in pretty much all marketing, a call to action is no different. Personalizing it for people can really help them relate and it helps force the brain to imagine completing the action. Download Your Free Copy Now! It may sound a little bit bossy, but it will do the trick.
Of course, there are more tricks to creating killer calls to action. The colour choice, font choice, font size, where it sits on the website. We are keepers of all of this knowledge and more. Calls to actions are an essential part of web design, if you’re looking to increase your conversions by redesigning your website give us a call, we can help!