CTAs are the most important element in any marketing or advertising strategy. Whether you are trying to generate leads, build your email list, or sell your products or services, the call to action is the one element that can either help you to achieve your goals beyond your wildest imagination or it can bring down your entire strategy. As a marketer in the digital era, mastering the art of irresistible CTAs is something that you cannot miss.
What Is A Call To Action?
So, what is a call to action? How do we go about creating one?
A CTA (Call To Action) is what tells your website’s visitors to take the action that you want them to take. Every webpage whether it’s the homepage, products page, about us page or any other page will feature a CTA and encourage the visitors to take your desired action. A website can even have different CTAs on different pages.
Your website’s CTA will guide your visitor through your sales funnel and direct them towards the proper action. It is the difference between a successful conversion or a sale and a missed opportunity.
Writing effective CTAs is an art, some people master it and some don’t. Here we are listing some techniques to help you develop highly effective and clickable CTAs for your website.
This is one of the most important and probably the most overlooked strategy in crafting CTAs that work wonders. You have to tell your visitors the action that you want them to take in order for them to take it.
Use words like:
- Sign Up and more.
This gives the visitors a tangible action that has a definite direction. Without a verb, CTAs become vague and misleading sometimes. For example, you can have a CTA that says “Buy our latest T shirts” or a CTA that says “The latest T shirts are now available”. You can see the world of difference here right?
The second statement lacks the intent for the visitor to act on. If you saw something like this on a website, you will be confused about what to do with it. Using clear and concise language and the right verb can make your CTA easy to follow. Without verbs your CTAs will never be powerful and you will see your conversion rates drop instead of increasing like you want it to.
FOCUS ON FOMO
What is FOMO, you ask?
FOMO stands for “Fear of Missing Out”
It points to the fear that people have about others enjoying the rewards and benefits of a product or a service and they themselves might miss out on it. FOMO is a huge motivation for people to take action. It plays on people emotions and makes them take the action. For example, if you are having a sale or a discount, the fear will make your visitors think thoughts like:
“If I don’t buy it now, I might miss out.”
“If I don’t take advantage of the sale, I might not get the chance again.”
“If I don’t click, I will be the only person not taking advantage of this opportunity.”
And other things like that.
FOMO is the strategy that businesses use when they offer exclusive offers, one time deals, and limited time offers. The fear makes people act in a hurry. It tells people that they don’t have the time to debate the idea or find out more about it.
OFFER RISK FREE OPPORTUNITIES
Whatever we do, our brains are always assessing the situations and analyzing the data that we already have against the new found data. We are always checking risks. It could be anything from “Should I relocate to another state?” to “Should I buy those earphones?” and everything in between.
If they encounter a great CTA, it can reassure them of minimal risk and increase their trust in your brand, product, or services.
You need to craft CTAs that reassure your visitors that they have nothing to lose. You can offer your products or services on a trial basis or you can offer a warranty that they can take advantage of. There are a lot of ways that you can do that.
SELL BENEFITS, NOT FEATURES
People are not interested in the features of your products or services. What they are interested in are the benefits that those features will provide if they buy them. Focus on the ‘Why’ instead of the ‘What’ you are offering.
For example, when Apple launched its iPod, instead of saying that it has 1GB of storage, they sold the benefit of ‘1000 songs in your pocket.’ Which is an amazing CTA if you ask us.
When you focus on the benefits instead of the features, you increase your conversions as well as your sales.
KEEP IT SIMPLE
If you write difficult to understand or vague CTAs, you run the risks of potential visitors running away from your website. Make sure that your CTAs are as simple as they can be. For example:
- Buy Now
- Click Here
You might feel the need to include different tricks and tactics to your CTAs, but we will advise you to stick to the tried and tested methods. CTAs are not there to make your visitors think, they are there for your visitors to take a pre-defined, clear action.
Suffice it to say that CTAs are The most important part of your marketing strategy and they should be taken as such. Take care of the above points to ensure that your CTAs help you accomplish your goals.
Sarah Jay is the chief wizard at Logonado. It means that she is the one everyone turns to for custom logo design, web design, as well as guidance about life, work, and general activities. She started her career from freelancing and now leads a team of 30 wizards who work their magic for multiple types of projects. In her free time, she teaches her disciples about meditation and work-life balance and writes about marketing, arts, and a host of other topics.