The Perfect Call To Action

by | Mar 7, 2016

Not getting the results your business should be? Try adjusting your call to action.

When it comes to the success of your business, most of the time it feels like a rollercoaster–with no brakes.

Sometimes you’re going too fast, sometimes it’s too slow, and sometimes you need some serious track maintenance before you’re even operational. And of course, there’s always the situation where your rollercoaster derails entirely, angering more than a few customers.

In situations where the rollercoaster is a speeding bullet, liken it to situations in business where your technology can’t keep up with customer demand. A slow period is much like, well, Wednesdays at any company.

Of course there is the idea of track maintenance, which is the little things we test, write, and create–day in, and day out–to reach our end goals.

Our last post spoke about the crazy hacks you need to improve conversion rates, which is a common goal for many businesses; healthy conversion rates lead to healthy sales.

But what of these little changes to your website and/or business model, if there is no strong closer for the sale?

We’re talking about a strong call-to-action, here. The best type of call to action is one that forces a customer to leap to their feet (well, keyboard) and make a sale, signup for a mailing list, etc.

With so many different types of CTA’s, it can be tricky to determine which one works best for your business’ goals. But then again, that’s why you read this blog, right?

Here are 3 concrete methods to generate a strong CTA, and a primer on the different types of call to action.

Photo by Tim Mossholder on Unsplash

A Primer On Call To Action

As mentioned, the type of call to action is heavily dependent on your company goals, like soft and hard conversions. This affects the wording, colour contrast–everything. That said, the best way to tackle issues with your CTA is to have a solid understanding of what you want that button to do.

After that, we get to the fun stuff: the fundamentals of human psychology.

People First, Sales Later

In all cases–whether it’s for an email signup or product purchase–every CTA is directed towards people with feelings. As you funnel the viewer to your CTA through carefully placed content, great UX/UI and more, try and envision how the customer feels at the end of the process, as well as the specific keywords that will trigger a click.

Side note: If you offer anything free like ebooks, white sheets, or the holy grail of them all–free service trials–be sure to make that as clear as the blue sky alongside your call to action. “Free” is a huge buzzword for any customer, and skyrockets chances of a clickthrough (while strengthening your CTA).

Aside from the obvious changes, you should be constantly split-testing the copy you implement in order to determine what works best among viewers.

For a great resource on specific copy used in calls to action, give Hey Whipple, Squeeze This! by Luke Sullivan a go.

CTA Hack #1

Quick! Get a free copy of the book above mentioned HERE before it expires!

Okay, fess up: you clicked that link faster than Kanye could ever send out a Tweet, no? Truthfully, we’re all susceptible to FOMO–the Fear Of Missing Out. As human beings, it pains us to know that we’ve missed out on a sale, deal or any offer that others have access to, especially in a limited time frame.

A fundamental ally for any call to action is generating a sense of urgency within the reader.

Phrases like “act now” or “before it expires” are staples for creating this effect.

CTA Hack #2: Why Not

Keep reading this post to strengthen the CTA of your business. Why not? What else do you have to lose? We both know you were going to just look at YouTube cat videos on your work break, anyways.

The age old “what do you have to lose?” sentence has, and always will work among customers as a call to action–but not with that particular wording.

One of the largest deterrents to any customer willing to buy, is a risk of either a better product available, or a better buy elsewhere.

To avoid this fear, ensure the customer shouldn’t have fear of making a purchase–for whatever reason–try infusing your copy with words/phrases that embody the “why not?” mentality.

CTA Hack #3: Keep It Short, Keep It Valuable

When winding up for the home-run on your conversion, shorten up on the bat; ensure that your copy is short, packs a helluva’ value proposition, and is to the point.

Much like any headline, consider shortening your copy to approximately 6-8 words that has your keywords that stir the customer to click-through.

Considering that your value proposition should have been mentioned earlier in the sales funnel, it doesn’t hurt to re-iterate your unique sales proposition before closing the sale; this reduces risk in the customer’s eyes, and increases trust.


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