Using Calls to Action (CTAs) to increase conversion
What is a call to action?
A call to action is simply; how you persuade customers to do something. It is the portion of your content that tells your target audience what they should be doing once they click on your post or website.
How does a call to action work?
A call to action should clearly tell users what you want them to do. Often, they begin with command verbs such as learn more, register, buy now, subscribe or call now. The best way to use a call to action is to include active language that provokes enthusiasm and elicits a strong response from your audience. It can also help if it create a sense of urgency, urging your customers to act immediately or purchase in a timely manner.
When crafting CTAs, give your audience a legitimate reason to follow through with the desired action by providing them with enough information to take the action. The consideration information is typically strongest when it addresses a user’s specific needs and/or concerns.
Some examples Include:
- Book today for 20% off your next appointment
- Offer expires this Sunday
- Order now and receive a free gift
How to Optimise your Call To Action
For maximum impact, you must consider the placement of your CTA on your post, app or web page. We usually advise placing CTAs in a clearly visible position and on multiple pages to increase conversion opportunities. For long web pages, consider placing multiple CTAs throughout the content, worded in a slightly different way each time, to see which resonates most with customers.
It is always a good idea to use colours in your CTA design, that are different from the main colour scheme of your website. The contrast from an accent colour helps to quickly catch the eye of the customer, highlighting the next step they should take.
Most importantly, we advise you TEST TEST TEST! Try different accent colours, different phrasings and measure which combinations result in the highest clickthrough rate. Once you’ve found a winning combination, then you can stick with it.
Remember, the best calls to actions trigger a mental or emotional response from your users, creating a sense of urgency to act.
How else are you using CTAs to increase your conversion rate?
Tell us by commenting below