Running a website or online store that is tasked with selling products or services is quite a challenging task. It becomes even more difficult when deciding how to capture customers’ enthusiasm and emotions. Call-to-action tactics have for a very long been the solution to make the customer take that extra step.
Get Your Customer’s Opinion
This is one of the most important aspect in coming up with a call to action. You need to listen to your customers’ stories so that you can provide product or service solutions that match their needs. You can use a ‘Ask a Question’ option as a call to action.
For you to grab the attention and enthusiasm of your customer, you need to connect with them on multiple levels. There are very many ways you can use to capture the attention of your potential customer; the way to arrest their enthusiasm is one. Before customers buy your product or pay for your service, they must first find interest in it.
Determining the type of call to action to use will depend on the purpose of your website page. Some of the common product or service pages aim for revenues, donations, customer-base, follows sign-ups or subscriptions. Therefore, you will have to determine what your customers want, the problems they need to solve, and then provide a reliable solution.
You’ll only need to use a call to action (CTA) when you have fully understood your customer’s needs and requirements. The dialogue you develop with your potential customers will help you tailor your solutions according to their needs. With the best solution and a call to action tactic, you can easily turn clicks into customers.
Call to Action Buttons
These are unique and colorful buttons that are usually placed at the top of a landing page or bottom of an email, sales copy, or service description. When a customer clicks the button, it automatically leads them to the first step of the transaction process.
In most websites, CAT buttons are usually located at the end of a sale copy or service description. Therefore, your customer needs to scroll down the text to reach the button. If you intend to use long content, then it will be best for you to integrate the button throughout the page. On some websites, the button will hover on the page as you scroll down or up.
When you are sure that your copy promises a high conversion rate, then your next move would be to ensure that your customer can easily find access to your CAT button. One or two calls-to-action buttons are enough, you do not want to distract your audience.
Displaying a CAT button at the bottom of the page has a relatively high impact compared to placing it at the right or left-hand side. However, where you place the button will highly depend on the website design, niche, business, or industry.
The best way to improve your click-through and conversion rate is by customizing the call to action button. Customizing the CAT button takes into consideration the color, word or phrase, text style, and button size. The process depends on user behavior and the type of business (niche and norms).
Call to Action AD Copy
This type of copy is usually placed inside the CAT button and can take the form of a word or a phrase. You can achieve better results when you use simple, short, and strong command verb. The Ad copy can be accompanied by FOMO (Fear of Missing Out) tactics such as introducing flash sales loaded with the best promotions, deals, incentives, and discounts. The idea here is to create urgency and at the same time motivate them to take action.
You can also compel customers to place orders without any delay by introducing referral schemes and affiliate marketing campaigns. Keywords for urgency may include: Now, Today, Free and among others. It is important that you use words that provoke emotions and enthusiasm. Therefore, you need to give your readers a reason to take the desired action. What’s in it for them?
Call to action phrases you can use:
- Shop Now
- Buy Now
- Download for Free
- Place Your Order
- Join the Community
- Subscribe to The Newsletter
- Fill Out A Form…
- Find Out How…
Call to Action Links and Popups
Another way to introduce a call for action in a sales copy is through hyperlinked text. Here, your call to action word or phrase is used as an anchor text and linked to the contact form or the first step of the transaction process.
Most website and online stores use exit popups as their call to action tactics to delay the customer from bouncing off the site. This is usually an effective tactic when a visitor fails to scroll down to the end of the page.
As you capture their attention with a good AD copy, you can also grab their enthusiasm with hyperlinked text and popups.
Highlight Your Call to Action
Using a colorful CAT button helps a lot in highlighting your message, but it is not enough without properly utilizing the white space on your website. The use of white spacing makes the button stand out and creates an appeal to potential customers.
Your call to action must be above to fold, easy to identify, and find with the eye. You can also make use of directional cues such as arrows or visual effects such as people or hands pointing on your button to create more emphasis.
It is important that you double-check your Call to Action tools and ensure that they match with the product or service description. With the availability of different CTAs in marketing, it is best if you try a couple of them, analyze your findings, and see what works best for you. The best place to start looking for a call for action that works in your industry is by looking at what your competitors use.
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