Imagine This – You own an astounding restaurant and you’re trying to drive more business inside the doors. You’ve tried all the necessary channels to promote your business – like you have polished your social media presence, created a highly-targeted PPC ad, built an appealing, interactive and navigable website, however, you’re still struggling hard to get business for your restaurant. Though hundreds and thousands of customers have checked-out of your website and visited your Facebook page, what is it that hinders them to buy your products (in terms of food)? Even after practicing a number of strategies and tips, what can possibly be the cause? Well, the answer may lie in one word – CTA (Call to Action).
Even the best websites and businesses fail to generate leads due to ineffective or imperfect Call to Action.
But Why Call To Action?
Though tiny in size, it creates a huge impact on conversions and lead generation. Let’s have an eye on the below statistics that will help you to understand the power of CTAs.
1. More than 90% of visitors who read your headline also read your CTA copy. (Unbounce)
2. Emails with a single call-to-action resulted in an increase of 371%clicks and 1617%sales. (WordStream)
3. Adding CTAs to your Facebook page can increase click-through rate by 285%. (AdRoll)
4. By forcing visitors to watch an informational video on their services before presenting a CTA, Kimberly Snyder increased conversions by 144%. (QuickSprout)
5. For KISSmetrics, a CTA within a video gets 380% more clicks than their normal sidebar CTAs. (QuickSprout)
One of the most important things to keep in mind is that your website’s call to action should entice people to click on it and the best way to do that is to appeal to their self-interest. You need to clearly state what your call to actions would give back to visitors if they click on it. As per the above example, if you are running a restaurant business, you wouldn’t simply like to say “click here”,but you would want to convey something like “Order Now and Get $25 Off”. The former one instructs the user to perform an action while the later one conveys users what they will get in return by performing an action.
Before diving deeper inside call to action and its effectiveness, it’s quite essential to answer the below question.
Does Your CTA Have Enough Strength To Drive Conversions?
CALL TO ACTION – A marketer’s best friend and website’s profit measuring tool. Call to action is a gateway to drive conversion and increase sales.
In order to drive more sales, you need to ensure that your website is looking good. A website with inappropriate or imperfect CTA won’t give conversions.
Sounds Appealing Right?
You might be thinking about your website’s CTA appearance at the moment. However, it’s not just about making CTA just appealing or precisely saying “Show Stopper”, it’s more about designing it in a way that it converts.
Apart from designing effective CTA, button text; color and style do matter.
So, from the above example, what are your thoughts?
Is your mind filled with a plethora of thoughts like:
• How To Create Effective CTA That Actually Converts?
• How To Make It Actionable Yet Compelling?
If the answer to both the above question is YES, this article is for you. This article covers all the aspects and tips that can make your CTA actionable. So, before I proceed any further, here’s a quick synopsis of the topics I’ve identified that will definitely offer you an insight on what I’ve covered in the article ahead. Kindly take a look at it.
•How to Identify a Poor or Weak CTA?
•How to Make Use of CTA in an Effective & Compelling Way?
•Inspire Your Next CTA Design by These Top Brands
•Does your CTA have a Kick?
Let’s Workout (How to Identify a Poor or Weak CTA)
So, before we dive more into how to create effective CTA, we need to identify whether your CTA is actionable or not.
For Instance:
Such an irritating CTA which means nothing to your visitors. Learn more about what? Who would be interesting to read a CTA like this?
Now take a look at the second CTA. Though it’s a bit direct and actionable one, however, it’s no less irritating than the first one – What I am going to buy? What will I pay for? These are the questions which will confuse the mind of the reader.
Both these CTA have served the purpose;
1. They are telling the prospective customers what actions to do ( which is the actual goal of CTA)
2. They are placed in the button style.
But, these are some of the bad practices as they are not specific enough and must be avoided.
So, how to make your CTA perform better?
Action Specific + Enticing = A Perfect CTA!
Tip: In order to get the best conversions, use the above mentioned formula.
How to Make Use ofCTA inan Effective & Compelling Way?
1. Promote Products Directly:
You can promote direct purchase of products via “Add to Cart” and “Buy Now” CTA button. It makes it easy for users to shop in a seamless manner.
2. To Never Miss A Conversion Opportunity – Keep It Above The Fold
Always practice to keep vital information in form of CTA above the fold so that users don’t miss an opportunity to grab the best deals.
3. Highlight Sale & Clearance Item
Using top-page banners to highlight “Clearance sale” and “limited sale” is the best way to drive more conversions. Shopcluesnoticed a drastic change in its conversion rate through this technique.
Inspire Your Next CTA Design by These Top Brands
1. OLA:
Why This CTA Works?
OLA makes use of anchor text to let their users offer multiple travelling options, allowing them to enjoy the trip in a most comfortable way.
2. Netflix
Why This CTA Works?
Netflix makes use of compelling text to guide users for free trial. They did this to let you know how convenient their product is along with leveraging an ease to watch and cancel anytime and anywhere.
Does Your CTA Have A Kick?
Well, now it should have.
Just think about all the ginormous revenues you can drive by polishing your CTA. Do rob some of the above tips and heighten your conversions at a magnificent level.
So, what exactly you’ll be using next to elevate your conversions?
We can’t wait to hear it from you. Do let us know in the comments below.
